For EP34 of *Chain Reactions*, we sat down with Aixa Rizzo, ecosystem lead at Sophon, to explore how they're making blockchain invisible, rewarding users for daily data, and building fun apps over jargon-heavy ones.

We trace Aixa's journey from Mad Men-inspired advertising in Argentina, through agency life and Web 2 startups, to crypto via payments and a viral shitpost that landed her at Sophon. She breaks down Sophon's vision: data rewards, easy onboarding via Google/X, and entertainment to attract non-natives.

We dive into ecosystem apps like health trackers with ZKTLs, AI companions, and games; branding inspired by Apple and Coca-Cola for emotional ties and "aura farming"; and plans to expand beyond crypto Twitter via TikTok, Instagram, and bold activations like Paris Fashion Week jackets.

If you're navigating Web3 marketing, scaling consumer apps, or aiming mainstream without the hype, this one's for you.

Please enjoy, and as always, don’t forget to subscribe, give us a five-star review, and mint the episode at [pods.media/myosinxyz](https://pods.media/myosinxyz)!