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White Paper(EN) LABEL Learn the world-class music classes White paper v 1.0 Last updated June 2021 01 1. Preface 2 2. Introdution 6 2.1. EduTech Market 6 2.2. Issues in the Market 9 A. High Entry Barriers to the Content Production 9 B. Complex and Unfair Profit Structure 10 2.3. Why Blockchain? 11 A. Enhanced Access to the Investment Funding 11 B. Transparent Profit Allocation 12 3. Platform 13 3.1. Team Mission 13 3.2. Key feature 15 A. Incubating 15 B. Smart Contract settlement system 17 C. NFT Market 18 4. Token Economy 19 4.1. LABEL Token 19 4.2. Token Economy 20 4.3 User scenario 22 5. Business 24 5.1 OPENTRACK 24 5.2 Business Plan 26 5.3 Marketing Plan 29 6. Partners 32 7. Token Distribution 33 8. Team & Advisor 34 8.1 Team 34 8.2 Advisor 36 9. Roadmap 37 10. Disclaimer 39 02 Preface01 The major companies, such as Google, Apple, Netflix, Spotify are leading the fourth industrial revolution, reforming the Global IT sphere, establishing a pervasive digital culture with their innovative technologies and creative pieces of advanced content, which is de facto having its own influence on our daily lives. The compa- nies that are operating in these fields recognize the need to adapt quickly to the changes in order to perform properly in a global competitive environment. Therefore, they are seeking and cultivating employees who have capabilities to accept innovative technologies with flexibility and practicality. Provided the fact that constant acquisition of new skills and pieces of knowledge is a requirement of our times, both recent graduates and specialists with work experience are utilizing the Massive Open Online Course (MOOC) platforms in order to foster and cultivate new or existing skills and capabilities in practice. Most of the consumers opt for MOOC platforms due to the fact that they provide educational courses adaptable to rapid changes with low entry barriers and affordable prices. Thus, MOOC is recognized to be an efficient education service that allows students to take courses which suit their academic and professional objectives, fully online without a quota limit on the lectures, that are provided by the experts from different fields of the most prestigious universities, institutions and even companies. On top of that, the demand and the necessity of the MOOC platforms is increasing dramatically in the career education domain all over the world in the aftermath of COVID-19 pandemic that has put a long halt on face-to-face classes. The Global Edutech market has reached 86 trillion KRW valuation by 2019, and according to market research, it is going to exhibit a steady growth with a CAGR 18.1% from 2020 to 2027, and therefore the market size will reach the estimated worth of 322 trillion KRW by 2027. The industry is growing rapidly and consistently along with the expansion of IT infrastructures in the developing countries and emerging economies, and along with the increased use of wireless internet due to the development and spread of smartphones and tablets, and certainly due to the revitalization of AR/VR markets. In the aftermath of COVID-19, which has made the MOOC industry as trendy and actual as possible, several pioneers of the sphere have seen a very positive growth trend and even more tremendous future outlook in the platforms. For instance, Coursera, which happens to be one of the first-movers of the Edutech industry among the MOOC service companies, has witnessed a substantial growth in the number of subscribers in the platform, which has increased sevenfold compared to last year, and have reached over 10 million subscribers in total. As a matter of fact, the concept of winner-takes-all hasn’t been applied in this case, as the closest competitors of the Coursera, Udemy, Udacity, Khan Academy and other platforms also have exhibited the same level of growth. In the aftermath, currently major 5 MOOC companies' value exceeds 10 trillion KRW, which is expected to grow further, since the digitalization is here with us to stay, even if the COVID-19 ceases to exist. 03 MOOC services are being concentrated on the IT, career/job training in business context spheres, due to the fact that there is a sufficient amount of demand coming from the customers who have a high purchasing power. In this environment, the demand for MOOC services reached outstanding increase, leading the growth trend in the Edutech market. Due to the COVID-19, over 1.57 billion students across the globe experienced online education, as their classes were fully turned into non-face-to-face style. Although the vaccine has been produced and the end of COVID-19 is near, the demand for non-face-to-face education based on digital technology will keep on growing rapidly not only in the existing IT and business fields, but also in the spheres such as entertainment, media and medicine, as well as affecting other crucial industries. Anyone who рossesses an expertise in a certain industry or subject is allowed to submit their study plans and teach without limitations, sharing their work experience in their digital education courses. Also this industry has enabled the potential of the global ripple effect, which can contribute high economic value to the emerging economies. As a matter of fact, In 2019 solely, one of major Edutech companies - Udemy reported a profit of 5million USD, that were earned cumulatively by top 15 teachers, which brought around 650 thousand subscrib- ers to the platform, with the most famous courses being purchased by 100~300 thousand students. In fact, it is difficult for individual instructors to make products and distribute the content on their own, due to the fact that the content creation process requires monetary materials and equipment for planning, investment, production, translation, playing and for other inputs. In addition, it is still not easy for those original content creators, who are not affiliated with large entertainment agencies, to become equal participants in distribution channels and receive their legitimate profit slices in the value chain. This is happening mainly due to the centralization of the Value Chain on the investment and production companies, which are acting as middlemen, forming an unfair profit distribution environment. As a result, a lot of knowledge-sharing content which include global expertise can’t be digitalized due to the poor and unfair environment for providing high quality and diverse education content to customers. In order to activate the developing high quality and diverse courses in response to the increasing demand for MOOC services, the LABEL team will build up an ecosystem that will establish an incubating system, that will purport to provide an easier access to investment/promotion/distribution and improve an unfair profit structure that exists in the sphere, striving to prevent copyright infringement cases across the industry. The pillars that will be developed inside of the LABEL Value Chain ecosystem are as following: 04 01 Incubating The core idea behind the “Incubating System” is that anyone can register their digital course related to the career or job training and education inside of the LABEL. However, in order for the course to be eligible for the listing on the platform, it has to go through the voting system, where the votes are governed by the users and the selection process is carried out according to their votes. Once the selection process is over, the selected course will be provided with the investments in LBL tokens, that are contributed by either partner sales platforms, consumers or individual investors. Afterwards, compensation will be made to contributors who participated in marketing through promotional functions. 02 Settlement System through the usage of NFT and Smart Contracts The courses, that have successfully received investments, will be registered as an NFT standard, which will clearly illustrate the share ratio of the ownership according to the contributions of instructors, voters and investors. The information on sales revenue from partner platforms will be released on the NFT Page, and the revenue generated by the course will be accurately distributed based on the NFT Equity Ratio that is registered in the Smart Contract. 03 NFT Market The Course Creator, as well as the voters and inventors that have participated in the incubating process, including the selling platform itself and publicist can sell or trade their NFT share ratio in the NFT Market. The presence of the NFT Market enables the NFT owners to quickly liquidate their position and recover some of their expected future profit, whereas buyers can keep getting their stable profit slices continuously. NFT Market contributes to revitalization of the virtuous cycle of the Label’s ecosystem with the presence of convenient transactions of Intellectual Property and Owned Copyrights based on transparent and efficient contribution assessment and calculation systems. 05 Strategic Partners LABEL is collaborating with the companies from the E&M(Entertainment & media) to concentrate on the cultivation of its native incubating system. In fact, the companies from E&M fields are good at adopting new technologies and trends, especially the IT devices. From the E&M field, the Clesson Co., Ltd. happens to be the major partner of LABEL. Clesson Co., Ltd. is the South Korean leading music education company, which possesses over 200 music lesson experts registered in their platform. On top of that, Clesson Co., Ltd. operates OPENTRACK, which is sort of the MOOC service in the E&M field. In the OPENTRACK, there are many global artists & producers, coming from different backgrounds and countries ranging from the U.S to Australia, and all these people are registered as platform partners in the OPENTRACK.
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