We recently welcomed our newest resident to The FuseBox - Maria Restuccia!

Maria is a Lecturer in Marketing at the University of Sussex Business School, passionate about marketing and the creative industries. Her main research expertise lies in Business-to-Business (B2B) Marketing, exploring how relationships between organisations can create, but also destroy value. Originally from Italy, she’s lived in Brazil and Canada, and has been living in Brighton with her family since 2014.

She's currently researching whether NFTs are a revolution, an evolution or a fad in the creative industries, We chatted to her about joining us at The FuseBox and her latest research project - read on to see how you can get involved.


What do you enjoy most about what you do?
I enjoy being able to ask questions about what happens in the marketing world around me and trying to design research to answer these. I love sharing this curious attitude with my students.

What are you looking forward to the most about being a FuseBox resident?
I am really looking forward to working side by side with people that are exploring how to combine creativity and technology in new ways, as well as meeting the talented individuals that are doing what I research about - it’s a unique privilege!

Can you explain what you’ve been working on recently? 
My most recent projects focus on NFTs, or Non-Fungible Tokens, which allow a creator to generate on the blockchain a unique digital certificate of ownership for an asset  - which could be anything from digital art to physical art, to videos or music files. Once minted, NFTs can be bought, sold and traded, generating royalties for their creators.


"I’m really intrigued by this blockchain application, especially with its potential to close the gap between creators and their audiences. NFTs are at the centre of a heated debate, involving both lovers and haters. That's why I like to refer to NFTs as the 'Marmite' of Web 3.0. With my research projects, I am digging deeper into this love/hate relationship "


Maria launched her research project at one of our recent Show & Tell events at The FuseBox


Want to get take part in Maria's research?

Are you a UK-based visual artist and/or content creator?
Are you using, or have you used, Non-Fungible Tokens (NFTs) as part of your activities?


If you answered YES to both questions, we'd love for you to get involved with a British Academy/Leverhulme-funded research project that Maria is working on in collaboration with the University of Sussex Business School.

Your experience will help the researchers to answer the following question: are NFTs a revolution, an evolution or a fad in the creative industries?

Participation will entail a one-hour interview (remote or in person, subject to availability) to hear your personal experience with NFTs.

For more information or to book an interview, please contact the Principal Investigator (PI) on this project, Mariachiara Restuccia by email ([email protected] ).

On behalf of the research team, a heartfelt thank you!

PI: Mariachiara Restuccia (University of Sussex Business School)
Co-PI: Prof. Charles Hofacker (Florida State University) and Guido Guerzoni (Bocconi University)

NOTE: The research has been approved by the Social Sciences & Arts Cross-Schools Research Ethics Committee (C-REC) ethical review process at the University of Sussex (Ref no: ER/MR411/9)."


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