Jürgen Alker has been involved with "Crypto" out of personal curiosity since 2013. He discovered the first NFTs in 2018 - and didn't understand the idea behind them. After stations at Eastpak, Jung von Matt, and Dickies, he founded the mobile agency “Swipe” in 2010 and sold it to SinnerSchrader in 2005. At SinnerSchrader, he was part of the management team. He accompanied the merger with Accenture in 2017, where he was on board until the beginning of 2021. After that, however, his curiosity for “new things” became too great. Since then, he has dedicated himself to the topic of Web 3.0, NFTs, and Metaverse. At Highsnobiety, he is responsible for the matter of NFTs and Web3. He is particularly fascinated by the business models that are becoming possible. He gives lectures on this topic and consults brands.