Happy Thanksgiving! NFT 101, Mental Health, Tech Giants, Interest Rates, Secret Food Destinations, American Pie, Leadership and so much more... 



NFT's 101


NFTs are much bigger than a fad – they are changing the world. NFTs create opportunities for new business models that didn’t exist before.

For the uninitiated, NFTs are tokenised versions of assets that can be traded on a blockchain, the digital ledger technology behind cryptocurrencies like bitcoin and ethereum. NFTs are also being used for trading collectables like baseball cards and computer gaming items like swords and avatar skins – and of course, unique and rare art. We are working with SM-ART to bring to the fore, a renewed way to experience art and other high value assets. Right below we give you a 101 on NFTs because it is a little techy and tricky if you're a novice (some of us were and it's still a learning process!).

Further down you'll find a link to an episode from the Live Healthy podcast (a digital wellness space based in the UAE) in which our Comms Director, Georgie Bradley, in a post rationalization, opens the conversation on mental health in the context of the pandemic.

In the same bucket of wellness themes, skip down to 'Diversions' and check out the Men's Health article on how a sound bath creates a meditative state where the brain emits healing brainwave – and no, a sound bath has nothing to do with water...

On that peaceful and pleasant note, we are off to sink into the weekend. BONNE.

Team E.


NFT's 101


You may have noticed we started working with SM-ART recently – a platform created to preserve fine art masterpieces, objets d’art and high-value collectibles by bringing them back into the public domain to be enjoyed by new generations and inspire tomorrow’s artists. In the interest of making sure you're all abreast on non-fungible token knowledge, we've created a little glossary of sorts (per SM-ART's guidelines) to help you situate your NFT knowledge, so you're not lagging behind!

NFT:(Non-Fungible Token)

This is when a digital version/representation of an asset (fine art, objects d’art, jewellery, valuable collection, pop culture paraphernalia, etc.) is created with blockchain technology so that it is a one-of-a-kind and fully secure digital version of the asset. This NFT is an entirely independent and new digital artwork creation born from either the physical asset or an independently created NFT from a renowned artist or organisation.

NFA:(Non-Fungible Asset)

The physical asset is fractionalised in share amounts (i.e. a $10m dollar piece would be broken up into 10,000 shares valued at $1k each). Members of the public (once registered on the SM-ART platform) can then buy shares in the physical asset, when the asset goes up for sale on the platform. The profits of the sales of the fractions then goes to the owner of the asset (less than the fees from the platform).The option to retain physical custody of the asset is limited to an institution such as a gallery or museum, and subject to conditions such as the asset being kept insured and stored appropriately.

Tokenised Assets

Multimillion-dollar assets are tokenised into ‘asset tokens’, as fractionalised Non-Fungible Tokens (f-NFTs) and Physical Fractional Tokens (PfTs). In the case of a PfT, each asset token represents a share of the beneficial interest in the underlying asset and can be instantly re-sold on the platform thereafter, subject to a continued demand for fractional ownership within the marketplace.

All asset tokens representing your share of the asset are secure blockchain tokens, compliant with the Ethereum ERC721 standard. Enjoy the safety of the Ethereum protocol and the convenience of storing them on your very own, private crypto wallet.


'Asset Tokens’ representing shared ownership in the asset are minted upon the successful completion of sale.

Buying and Selling Asset Tokens

Interested individuals can buy / sell their ‘Asset Tokens’ via SM-ART based on wanting to sell a their tokens to interested buyers who have placed a bid.

EVOKE International

Mental Health: A Work In


The pandemic was no small thing when it came to exacerbating mental health fragilities in us all. Whether they existed before or formed during the world's weirdest era (yes, it felt like time was moving backwards) we all felt some kind of impact. And since we couldn't go 'out', a lot of us had to go 'in' and deal with the inner workings of our mind.

Our Communications Director, Georgie Bradley, has always been vocal about mental health. And this week, she spoke about how she channelled some re-upped anxiety and situational depression during 2020 to Live Healthy's – a UAE-based wellness website – Editor in Chief, Ann-Marie McQueen for their podcast of the same name.

Disclaimer:there may be some triggering topics that you may not be ready to hear right now. Listener discretion is advised.




We’re always on the look out for dynamic change makers, disruptors and new information to fuel our own dexterity and creativity. So, this section sees a few of our recent picks on how the world’s outlook is changing. We hope these little nuggets will help you land on that 'aha!' moment you were looking for!




The Age of the Tech Giants




Central Banks Going Different Directions on Interest Rates




The Deadliest Countries for Journalists in 2021




We know everyone says it's not all work, it's about play, too – and as much as we don't want to sound like a broken record, there is truth in the truism. Like we said earlier, we are all about ingesting the complex and the trivial in equal measure. In fact, we love nothing more than thinking deeply about the more 'playful' things in life. Read ' em and ponder away.

Evoke International Dubai - PR, Strategic Communication, Marketing, Design

NY Times

Exploring Soviet Era Metros


A look into the stunning archive of underground architecture

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Evoke International Dubai - PR, Strategic Communication, Marketing, Design

Men's Health

What A Sound Bath Does To Your Brain


These are the benefits of the ancient practice and how to try one yourself.

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Evoke International Dubai - PR, Strategic Communication, Marketing, Design

Conde Nast Traveler

7 Secret U.S. Food Destinations


These small towns across the country are hidden culinary gems.

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No matter how you slice this song, it's just pure nostalgia and we are here for it.


American Pie – Don McLean




We're not just saying this, but it's like this quote was written about LJT... 🙏


"A leader is one who knows the way, goes the way, and shows the way. "


-John C. Maxwell




Ready to have your every single sense awakened, below?

EVOKE - The Outlook




Ok, we may be kind of done with how manic Q4 is. Get us here, please!

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