Fox Corp. isn’t exactly the first name that comes to mind when the inescapable topic of Web3 comes up, but Rupert Murdoch’s company is playing more aggressively in this innovative space than any other traditional media company.

The company’s year-old Blockchain Creative Labs division has been experimenting with the disruptive potential of digital property for properties as varied as “The Masked Singer,” WWE and, unexpectedly, SXSW. BCL will have a large presence at this week’s Austin-based festival to showcase their work, hosting a Web3 experience dedicated to Dolly Parton, called welcometodollyverse.com.

“We believe that Fox, as the place that taught Americans how to text 30 years ago with ‘American Idol,’ was the right place to teach them what a digital asset is and how to own it,” said the BCL CEO. , Scott Greenberg, on the latest episode of Variety’s podcast “Strictly Business.”

Greenberg, who is also CEO and co-founder of Fox-owned animation division Bento Box Entertainment, joins BCL President Melody Hildebrandt, who is also Fox’s chief information security officer, on the podcast to discuss how they have built an NFT focused unit within the conglomerate.

“Another reason that Fox really prepared to seriously pursue this was because of some of the decisions that we didn’t pursue,” Hildebrandt said. “Fox is not trying to go after the broadcast wars, for example. That has freed up a lot of brain space for us to jump into what we really think is going to be the future in Web3.”