Jeremy Fall, the celebrity restaurateur behind the culture brand Probably Nothing, has announced that he and his team are teaming up with LG Electronics to launch a new NFT collection titled [counter] culture.

Created by Fall and LG Art Labs, the collection represents the ever-evolving culture that we live in, pushed forward by time.

The digital collectibles aim to capture the intersection between time, diamonds, and the blockchain — which are meant to represent three essential components of modern culture.

[counter]culture 02.01.23 on @LGArtLab pic.twitter.com/15uIQWwI1m

— jeremy fall (@jeremyfall) January 26, 2023

One of the most exciting aspects of [counter] culture is its “pay it forward” experiment, where every purchase made from the collection directly supports another artist in the LG fine arts ecosystem. The goal is to create a “chain reaction” — pun intended — of support for artists, fostering a sense of community within the art world.

To support the collection and its other initiatives, LG Electronics has launched LG Art Lab, its own NFT platform, available in the U.S. on LG TVs running webOS 5.0 or later.

The platform allows users to buy, sell, and enjoy high-quality digital artwork, including the LG Art Lab Drops feature, which profiles artists and previews new works coming to the platform.

Collections from LG Art Lab are based on the Hedera network, which has increased in popularity due to its sustainability and enterprise-grade public ledger systems for decentralized economy applications. These features and more make buying and selling NFTs simple with on-screen QR codes that let users complete transactions through Blade, the company’s crypto wallet for mobile devices.

As for the display of the artwork, LG has that covered too, with its “state-of-the-art” TVs that feature large screens for displaying NFT collections — with its OLED TVs leading in performance through infinite contrast, inky blacks, and exceptional color accuracy.

The platform also includes a real-time Live Drops countdown, which ensures users never miss an opportunity to acquire a “just dropped” NFT. With the LG Art Lab marketplace, users can easily view transaction history, and in “My Collection” they can view all of their owned artworks.

Overall, [counter] culture is a unique collection that captures the intersection of modern culture, time, diamonds, and the blockchain. Through collection launches like this and others, LG Art Lab will find itself in a position to contribute to the NFT space and potentially become a popular marketplace for digital art.

Fall and LG’s collection is set for minting on February 1st, 2023, and will be priced at 400 HBAR — which at the time of writing is approximately $25 USD. A total of 2,500 pieces will be available to mint on a first come first serve basis.

In other news, Amazon could soon launch NFT product offerings, including gamified experiences.