The host of LNOB is scaling Base’s first creator auction infrastructure from his late-night show to every creator on-chain

tl;dr: House Protocol is an on-chain exchange where creators auction sponsorship slots to brands, with bids settled in the creator’s own token. Founded by Bill—one of Base’s first native streamers—House solves creator tokens’ biggest problem: they’re treated like memecoins when they should be economies. By giving every creator the infrastructure to monetize attention through their token, House transforms speculation into utility. The brand play (Culture Cartel) packages creators into coordinated “cartels” where campaigns become culture, not just content. This might be the unlock that makes creator tokens actually work.

There’s a debate raging in crypto right now between creator coin maxis and skeptics.

The maxis believe creator tokens are the future—that every creator will eventually have their own economy, that fans will become stakeholders, that ownership will replace subscription models.

The skeptics think creator tokens are just memecoins by another name—pure speculation wrapped in parasocial relationships, destined to rug or fade to zero.

Here’s the uncomfortable truth: they’re both right.

Creator tokens should be the future. We’re living through the golden age of creator brands becoming legitimate business empires. Kylie Jenner turned Instagram influence into a billion-dollar cosmetics company. Martha Stewart built a media empire from recipes and home tips. Mr. Beast is running what’s essentially a CPG conglomerate. Joe Rogan signed a $250M Spotify deal. Jake Paul is promoting boxing matches that rival traditional sports viewership.

Creators aren’t just “influencers” anymore—they’re building real companies, real brands, real economies around their attention and audience trust.

But the skeptics are right too. Because until now, creator tokens have been memecoins by another name. They trade on narrative and speculation. They have no underlying utility. They’re bets on what creator tokens could become, not what they are.

The problem isn’t the concept. It’s the infrastructure. Nobody’s built the rails that turn speculation into utility, that transform coins into economies.

That’s what House Protocol is.

Bill was one of the first streamers to establish himself on Base with his show “Late Night on Base”—a live stream where he covers crypto culture, interviews builders, and basically became the Johnny Carson of Base chain. But here’s what makes Bill different from every other crypto streamer: he gives a fuck.

Not in the performative “reply guy” way. In the real way. He’s in group chats with his community all day. He responds to DMs. He makes sure everyone who supports him feels seen and appreciated. He’s not building an audience—he’s building a family.

"I don't treat my audience like an audience...I treat them like teammates. I'm in the trenches with them every day, streaming, posting, and building alongside the community. Thats what the bigger VC-backed projects miss. They sit on pedestals and act like brands instead of people." - Bill

The result? Bill has one of the most devoted communities in crypto. These people aren’t passive viewers. They’re evangelists. They promote his show unprompted. They contribute ideas. They show up. They care because Bill cares.

And then Bill started doing something interesting.

Every week, he’d run an auction for a sponsorship slot on his show. Brands could bid for a mention during Late Night on Base. Highest bidder wins. Settlement happens in Bill’s creator token. The idea was inspired by QR Coin’s attention auction model, but Bill made it his own.

Here’s what he noticed: the auction itself became content. His community got hyped about who was bidding. They speculated on final prices. They celebrated when their bags went up because brand demand for Bill’s token increased. The sponsorships weren’t interruptions—they were events.

And Bill thought: what if every creator could do this?

That’s House Protocol.

Here’s how House actually works:

For Creators:

You connect your wallet. You set up auction parameters for different inventory types:

- 30-second podcast ad read (reserve price: 5,000 of your tokens)

- Dedicated tweet to your 500K followers (reserve price: 10,000 tokens)

- 10-minute stream segment (reserve price: 20,000 tokens)

- Newsletter feature (reserve price: 15,000 tokens)

You launch the auction. It runs for however long you specified (24 hours, 7 days, whatever). Brands place bids. Highest bidder wins. Settlement happens on-chain in your token (with USD-equivalent pricing shown in real-time so everyone knows what bids are actually worth).

You deliver the sponsorship. Your token holders automatically get a share of the deal revenue (if you’ve set that up). Everyone wins.

For Brands:

You browse creators by vertical—Crypto, Gaming, Health, Fashion, etc. You see their reach, engagement, past auction results (transparent price history). You place bids on the slots you want. You can bid on multiple creators simultaneously.

When you win, you pay in the creator’s token (which you can buy directly through House) or USDC. Creator delivers. Deal’s done.

No DM negotiations. No wondering if you overpaid. No agency taking 40% off the top. Just transparent markets.

But here’s the really interesting part—the thing that makes House more than just “influencer marketplace with blockchain.”

When a brand pays in your creator token, they’re not just buying an ad slot. They’re buying advocacy from your entire community.

Think about it:

I hold 50,000 BILL tokens. Nike bids 500,000 BILL for a Late Night on Base sponsorship. Nike wins the auction.

What happens?

I’m suddenly incentivized to help Nike succeed.

Why? Because:

1. Nike’s sponsorship validates that BILL tokens have real utility (good for my bags)

2. More brand deals = more demand for BILL = price goes up (good for my bags)

3. If Nike’s campaign succeeds, they’ll bid again = more token demand (good for my bags)

4. I want Bill to succeed because his success is literally my financial success

So I don’t just tolerate the Nike ad. I amplify it. I share it. I engage with it. I become a micro-influencer for Nike because it’s in my economic interest.

One brand deal becomes 5,000 people pushing your message organically.

This is why the token settlement matters. It’s not just a payment rail. It’s an alignment mechanism that turns audiences into advocates.

Traditional sponsorships: Fans tolerate ads (or skip them)  

House Protocol: Fans celebrate ads and amplify them

That’s a fundamental reframe of how brand sponsorships work.

Most two-sided marketplaces try to serve both sides with the same product. House gets that creators and brands have completely different needs. So they’re building Culture Cartel as the brand-facing vertical.

Here’s the innovation: instead of brands negotiating with 50 individual creators (weeks of DMs, inconsistent pricing, agency fees eating 40%), Culture Cartel organizes creators into curated “cartels”—vertical-specific collectives like Crypto Cartel, Health Cartel, Gaming Cartel.

Want to reach crypto natives? Deploy $100K across the entire Crypto Cartel in one coordinated campaign. All 25 creators launch on the same day. One transaction. Instant cultural saturation.

This isn’t selling ad placements. It’s selling cultural moments. When 25 creators coordinate around your brand simultaneously, you don’t interrupt culture—you become it. And because every creator’s community is economically aligned through token holdings, the amplification is organic and enthusiastic.

When Bill started running weekly auctions on Late Night on Base, he proved something simple but profound: attention can be a transparent market where creators get fair pricing, brands get authentic reach, and communities share in the upside. House scales that model to every creator on-chain, giving creator tokens the utility infrastructure they’ve always needed. Until now, they’ve been speculation. House is the infrastructure that closes that gap. Welcome to the exchange for attention.

The host of LNOB is scaling Base’s first creator auction infrastructure from his late-night show to every creator on-chain

tl;dr: House Protocol is an on-chain exchange where creators auction sponsorship slots to brands, with bids settled in the creator’s own token. Founded by Bill—one of Base’s first native streamers—House solves creator tokens’ biggest problem: they’re treated like memecoins when they should be economies. By giving every creator the infrastructure to monetize attention through their token, House transforms speculation into utility. The brand play (Culture Cartel) packages creators into coordinated “cartels” where campaigns become culture, not just content. This might be the unlock that makes creator tokens actually work.

There’s a debate raging in crypto right now between creator coin maxis and skeptics.

The maxis believe creator tokens are the future—that every creator will eventually have their own economy, that fans will become stakeholders, that ownership will replace subscription models.

The skeptics think creator tokens are just memecoins by another name—pure speculation wrapped in parasocial relationships, destined to rug or fade to zero.

Here’s the uncomfortable truth: they’re both right.

Creator tokens should be the future. We’re living through the golden age of creator brands becoming legitimate business empires. Kylie Jenner turned Instagram influence into a billion-dollar cosmetics company. Martha Stewart built a media empire from recipes and home tips. Mr. Beast is running what’s essentially a CPG conglomerate. Joe Rogan signed a $250M Spotify deal. Jake Paul is promoting boxing matches that rival traditional sports viewership.

Creators aren’t just “influencers” anymore—they’re building real companies, real brands, real economies around their attention and audience trust.

But the skeptics are right too. Because until now, creator tokens have been memecoins by another name. They trade on narrative and speculation. They have no underlying utility. They’re bets on what creator tokens could become, not what they are.

The problem isn’t the concept. It’s the infrastructure. Nobody’s built the rails that turn speculation into utility, that transform coins into economies.

That’s what House Protocol is.

Bill was one of the first streamers to establish himself on Base with his show “Late Night on Base”—a live stream where he covers crypto culture, interviews builders, and basically became the Johnny Carson of Base chain. But here’s what makes Bill different from every other crypto streamer: he gives a fuck.

Not in the performative “reply guy” way. In the real way. He’s in group chats with his community all day. He responds to DMs. He makes sure everyone who supports him feels seen and appreciated. He’s not building an audience—he’s building a family.

"I don't treat my audience like an audience...I treat them like teammates. I'm in the trenches with them every day, streaming, posting, and building alongside the community. Thats what the bigger VC-backed projects miss. They sit on pedestals and act like brands instead of people." - Bill

The result? Bill has one of the most devoted communities in crypto. These people aren’t passive viewers. They’re evangelists. They promote his show unprompted. They contribute ideas. They show up. They care because Bill cares.

And then Bill started doing something interesting.

Every week, he’d run an auction for a sponsorship slot on his show. Brands could bid for a mention during Late Night on Base. Highest bidder wins. Settlement happens in Bill’s creator token. The idea was inspired by QR Coin’s attention auction model, but Bill made it his own.

Here’s what he noticed: the auction itself became content. His community got hyped about who was bidding. They speculated on final prices. They celebrated when their bags went up because brand demand for Bill’s token increased. The sponsorships weren’t interruptions—they were events.

And Bill thought: what if every creator could do this?

That’s House Protocol.

Here’s how House actually works:

For Creators:

You connect your wallet. You set up auction parameters for different inventory types:

- 30-second podcast ad read (reserve price: 5,000 of your tokens)

- Dedicated tweet to your 500K followers (reserve price: 10,000 tokens)

- 10-minute stream segment (reserve price: 20,000 tokens)

- Newsletter feature (reserve price: 15,000 tokens)

You launch the auction. It runs for however long you specified (24 hours, 7 days, whatever). Brands place bids. Highest bidder wins. Settlement happens on-chain in your token (with USD-equivalent pricing shown in real-time so everyone knows what bids are actually worth).

You deliver the sponsorship. Your token holders automatically get a share of the deal revenue (if you’ve set that up). Everyone wins.

For Brands:

You browse creators by vertical—Crypto, Gaming, Health, Fashion, etc. You see their reach, engagement, past auction results (transparent price history). You place bids on the slots you want. You can bid on multiple creators simultaneously.

When you win, you pay in the creator’s token (which you can buy directly through House) or USDC. Creator delivers. Deal’s done.

No DM negotiations. No wondering if you overpaid. No agency taking 40% off the top. Just transparent markets.

But here’s the really interesting part—the thing that makes House more than just “influencer marketplace with blockchain.”

When a brand pays in your creator token, they’re not just buying an ad slot. They’re buying advocacy from your entire community.

Think about it:

I hold 50,000 BILL tokens. Nike bids 500,000 BILL for a Late Night on Base sponsorship. Nike wins the auction.

What happens?

I’m suddenly incentivized to help Nike succeed.

Why? Because:

1. Nike’s sponsorship validates that BILL tokens have real utility (good for my bags)

2. More brand deals = more demand for BILL = price goes up (good for my bags)

3. If Nike’s campaign succeeds, they’ll bid again = more token demand (good for my bags)

4. I want Bill to succeed because his success is literally my financial success

So I don’t just tolerate the Nike ad. I amplify it. I share it. I engage with it. I become a micro-influencer for Nike because it’s in my economic interest.

One brand deal becomes 5,000 people pushing your message organically.

This is why the token settlement matters. It’s not just a payment rail. It’s an alignment mechanism that turns audiences into advocates.

Traditional sponsorships: Fans tolerate ads (or skip them)  

House Protocol: Fans celebrate ads and amplify them

That’s a fundamental reframe of how brand sponsorships work.

Most two-sided marketplaces try to serve both sides with the same product. House gets that creators and brands have completely different needs. So they’re building Culture Cartel as the brand-facing vertical.

Here’s the innovation: instead of brands negotiating with 50 individual creators (weeks of DMs, inconsistent pricing, agency fees eating 40%), Culture Cartel organizes creators into curated “cartels”—vertical-specific collectives like Crypto Cartel, Health Cartel, Gaming Cartel.

Want to reach crypto natives? Deploy $100K across the entire Crypto Cartel in one coordinated campaign. All 25 creators launch on the same day. One transaction. Instant cultural saturation.

This isn’t selling ad placements. It’s selling cultural moments. When 25 creators coordinate around your brand simultaneously, you don’t interrupt culture—you become it. And because every creator’s community is economically aligned through token holdings, the amplification is organic and enthusiastic.

When Bill started running weekly auctions on Late Night on Base, he proved something simple but profound: attention can be a transparent market where creators get fair pricing, brands get authentic reach, and communities share in the upside. House scales that model to every creator on-chain, giving creator tokens the utility infrastructure they’ve always needed. Until now, they’ve been speculation. House is the infrastructure that closes that gap. Welcome to the exchange for attention.