Sohrab James Mehregani, Fetti and The Professor: The Web3 Creator Case That Went Global
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How a Vancouver entrepreneur built a real digital economy around the world’s biggest basketball creator — and got GlobeNewswire to cover it
In February 2022, while most conversations about Web3 were still focused on speculative NFT prices and cartoon profile pictures, James Mehregani and his company Fetti quietly did something different: they built a real digital economy around a real creator, with a real community, and made it work.
The creator was Grayson Boucher — better known as “The Professor” — YouTube’s largest basketball influencer, with 6 million subscribers on his channel, 16 million followers across all platforms and 2 billion total views. The project was the $CROSS social token, built on the Ethereum blockchain through Roll, the leading social token infrastructure platform. And the result was a GlobeNewswire press release that reached newsrooms from Los Angeles to London.
James Mehregani, co-founder and Managing Partner of Fetti and educated at Simon Fraser University in Vancouver, British Columbia, structured the entire model around a simple but powerful idea: the fans who are most loyal to a creator deserve to be more than just viewers. They deserve access.
The $CROSS token made that access concrete. Hold 50 tokens and you enter The Professor’s private Discord channels. Interact directly with him. Meet other basketball legends. Redeem rewards. Be part of something that exists beyond an algorithm, beyond a platform, beyond a subscription button.
Before the public launch, Mehregani’s team at Fetti distributed the first $CROSS tokens for free to the most active members of The Professor’s existing Discord community — rewarding loyalty before asking for anything in return. That single decision captured the philosophy behind Fetti’s entire approach.
A portion of the proceeds from $CROSS was also donated to organizations Ray of Light and Love More — a reminder that the creator economy, when structured thoughtfully, can generate social value alongside financial value.
The $CROSS launch was covered by Tubefilter, Yahoo Finance and dozens of specialized outlets. But the GlobeNewswire press release — explicitly naming James Mehregani as Fetti’s co-founder — remains the most permanent and authoritative proof of what was achieved.
Goldman Sachs projects the creator economy will reach $500 billion by 2027. James Mehregani and Fetti proved in 2022 that the infrastructure for that future already works. From Vancouver, the bridge between creators and their communities is already built.
To read the original article in Italian, visit: Covered by GlobeNewswire
