Industry Insights: George Givishvili on Trust, Tokenisation, and the Power of Storytelling
Reimagining Finance Through Music, Blockchain, and Human Connection.
At the core of Record Nexus lies a simple but radical mission: to restore trust in how value flows through the music and entertainment industries. By leveraging blockchain, Record is building the infrastructure to tokenise creative IP and turn it into a globally accessible asset class. But behind the tech is something equally powerful—people.
To explore this convergence of technology, culture, and communication, I sat down with George Givishvili, a veteran media and blockchain executive who brings over 20 years of leadership experience across companies like Cointelegraph, Bitfury, and Forbes Ukraine. Now, as EVP of Marketing at Record Nexus, he’s helping to shape the story of what’s next.
Blockchain Opened My Eyes to the Problem of Trust
How did your professional journey lead you into blockchain and ultimately to Record Nexus?
George: I first encountered Bitcoin back in 2012. At the time, I was working in more traditional consumer-facing businesses and was quite skeptical—like many of us were. But after reading the Bitcoin white paper, something clicked. It wasn’t just about money—it was about trust.
We live in a world where trust between parties is constantly being challenged. Blockchain introduced a system where that trust could be automated and secured through code. I’ve been lucky to follow the evolution of this technology for over a decade, and the conviction that it solves real structural problems has only grown.
A Defining Career Moment: Convincing the World Blockchain Isn’t a Scam
Looking back, what achievement are you most proud of?
George: I always like to say that my proudest moment is still ahead. But if I had to name one, I’d say being part of the early team at Bitfury and helping people understand what blockchain really is.
Back in 2014 and 2015, headlines in major publications declared Bitcoin dead and crypto a scam. Fast forward to 2025, and the market is worth over $3 trillion. Helping shift that narrative—educating people, building trust, and standing firm in a vision that few believed in—was a big moment. And we’re still just getting started.
Why Record Nexus? The People Convinced Me
What motivated you to join Record Nexus, and what excites you most about this project?
George: First of all—music. I’ve always loved music, even played as a kid. But it was really the team that drew me in. The passion, the clarity, the sense of purpose—those are rare to find.
Technology is important, but it’s people who drive change. Working with a team that believes deeply in what they’re doing—that’s what convinced me to join. And what we’re building together is something truly meaningful.
One Word to Describe Record? Inevitable.
How would you describe Record Nexus in one sentence?
George: I’d sum it up with one word: inevitable. We’re still in the early stages of asset tokenisation, but I believe that within 10 to 15 years, most assets—real estate, art, music—will be digitised. It’s not a matter of if, but when. And Record Nexus is at the forefront of that shift.
Rebuilding Trust Through Marketing
How do you see marketing evolving in Web3, and what strategy is Record adopting to stay ahead?
George: Marketing in Web3 needs a reset. We’ve seen hype-driven strategies—meme coins, viral stunts, speculative token launches. That may work short-term, but it’s not sustainable.
What we need now is education-based marketing. People—especially retail users—need to understand what they’re investing in. Our role in marketing isn’t just to attract attention. It’s to equip people with the knowledge to make informed decisions. If we do that well, we build trust—and trust is the most valuable asset in this space.
Tell It Like It Is—The Role of Storytelling in Web3
What makes storytelling so important when building trust in decentralised ecosystems?
George: One of the biggest issues in Web3 is that we speak our own language—buzzwords like “protocol,” “Web3,” “on-chain.” We understand it internally, but outsiders often feel alienated.
Storytelling helps bridge that gap. It lets us explain complex systems in human terms. The music industry has a rich emotional and cultural history. If we can connect that history with the promise of the future in simple, relatable language, then we’ll win hearts as well as minds.
Real-World Assets and Crowdfunded Culture
What emerging trends in tech and media are you watching closely right now?
George: On the tech side, I’m very focused on real-world asset (RWA) tokenisation. It’s still early—there isn’t one major success story yet—but I believe it’s coming. RWA will be the backbone of how assets are owned and exchanged globally.
In media, I’m fascinated by the rise of crowdfunded communities. People are coming together around shared ideas and putting in work, time, and money to build something they believe in. That’s incredibly powerful—and it’s reshaping how media is produced and distributed.
We’re also seeing a merging of traditional and digital media, though we haven’t quite found the sweet spot yet. But one thing is clear: credibility and trust in the source are more important than ever.
Final Thoughts: We’re Early, but the Direction Is Clear.
Is there anything else you’d like to share?
George: Just that we’re still early in this journey. People are skeptical now, just like they were with the internet, social media, and crypto in the early days. But when something solves a real problem, it becomes inevitable.
With Record, we’re not just building a product—we’re building a new system. And for artists, fans, and investors alike, it’s a very exciting time to be part of that shift.
Join the new era of music, media, and finance.
Learn more at record.nexus
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