‘In K-pop, the number one thing is the relationship with your fans. Non K-pop artists have to put their fans on the same level as their artistry.’ – Music Business Worldwide

MBW’s Inspiring Women series profiles female executives who have risen through the ranks of the business, highlighting their career journey – from their professional breakthrough to the senior responsibilities they now fulfill. Inspiring Women is supported by Virgin Music Group.


If the past success of the individuals involved in a project is anything to go by, there’s a good chance you’re about to hear a lot more about ‘global girl group’ KATSEYE.

The group, created by the HYBE and Geffen joint venture HxG, is set to release their debut single this summer following an intense two-year development period.

Around the same time, a Netflix documentary on the group’s audition process will air — a project that’s seen the HYBE/Geffen team working “20 hours a day, almost seven days a week,” for the last year, according to HxG President Mitra Darab. (It follows on from YouTube series, Dream Academy, that went live in 2023.)

The idea behind the group is to replicate the K-pop methodology of development, which sees a label focus on carefully crafting one group at a time (as Hybe did with BTS and is now doing with Tomorrow X Together). Label deals are typically 360-style arrangements that cover areas including branding, creative, choreography, marketing, business strategy, touring and management.

HxG is one of the first US ventures from HYBE, so, as Darab points out, there’s a lot of pressure to succeed. Having Darab at the helm should add a strong degree of confidence. She’s a 26-year music business veteran who has a wealth of experience in pop marketing, having held senior roles at Geffen, Warner Bros. Records and Capitol Music Group.

During that time, Darab has worked on campaigns for the likes of Madonna, Michael Bublé, Tom Petty & The Heartbreakers, Cher, Sam Smith and 5 Seconds of Summer.

Before she got the HxG job, Darab had left Capitol in search of a different challenge, and gone down a “really deep vortex of K-pop” with the eventual aim of setting up an agency with a friend.

“I found so much joy in K-pop and became fascinated with the marketing, the creative and 360 aspect of it. It was incredible,” she says.

The universe had a different plan and when Darab got the call about HxG, it felt like a good fit. She remembers: “When I got this call, I thought, ‘Wow. This is the only thing that’s going to make me go back into this system and leave trying to forge my own company’. It perfectly blends my expertise in global pop marketing with this newfound passion of mine.”

Darab, who grew up in Chicago, knew she wanted to work in music age 16 and set her sights on A&R. Upon graduating, she moved to LA on the promise to her parents (who were immigrants and, according to Darab, expected her to be a doctor or lawyer) that she had one year to try and make it work.

At the end of the year, she settled for a job in advertising before a former boss made an introduction that led her to Geffen Records.

A year later, she moved into A&R, where she remained for five years before a new boss — Diarmuid Quinn, who now manages Josh Groban — moved a then-reluctant Darab into marketing. The rest, as they say, is history.

Here, we chat to Darab about KATSEYE, her career to date, lessons learned across it, and more…


You started your career in A&R, which sounds like it was a big area of passion for you, and then, in your own words, reluctantly moved into marketing after a push from your boss at the time and ended up staying there for the best part of your career. How did your mentality change about your role during that time?

It was the greatest move I ever made. I still am very close with that boss. He saw something in me that I didn’t see. What he saw was someone who was clearly driven, passionate and loved music, but I loved strategy and I loved the relationship not only with the artists, but, oddly, with the managers. I knew that if you got the team together and you had one goal, you’d make it.

“Something that I really loved is that in marketing, you’re the hub of the wheel.”

Something that I really loved is that in marketing, you’re the hub of the wheel. You not only deal with everyone internally at the label, but you deal closely with artists and managers in executing their vision, creating that vision and helping them. I always say that there’s two buckets of artists. There’s artists that know exactly what they want and artists that don’t and it’s the team’s job to help them get there. It was the greatest thing to see my skills and develop them tenfold. No offense to A&R, there’s 1,000% a skill in it, but marketing better suits what drove me. I just didn’t know until someone led me that way.


Your career has included stops at Geffen, Warner Bros. Records and Capitol Music Group. What are the biggest lessons you’ve learned across those various roles that have stayed with you today?

The biggest lesson I learned from each role is that when you get promoted, you have to relinquish some of the duties from your old role. That was hard for me. You get promoted because you’re good at something and then you’re put in this bigger role that you’ve never done before so you have to learn how to adjust, communicate and delegate differently.

“Communication is always the one lesson in everything that I’ve gone through.”

Everything I’ve learned has helped me with my current role because one of the hardest things I have to manage, which gets easier and easier, is dealing with two different cultures and being in the middle of that.

How do you keep everyone on the same team and on the same page moving forward? Communication is always the one lesson in everything that I’ve gone through. With that said, the other person has to comprehend, right? Comprehension is part of communication.


KATSEYE is made up of members from various parts of the world. They’re based in LA and the music isn’t K-pop, but you’re using the K-pop development model.

That’s what I love about this. The principles of K-pop are what make it so magical to me. It’s the true training and development of each artist. We aren’t going too much in the [musical] direction of [K-pop], it is more global pop. We have six girls from all over the world. Three of them are from the US but of those, one is of Chinese American descent, one is of Indian descent and one is half Cuban and Venezuelan. Of the three other girls, one is Swiss German, one is from the Philippines and one is from Korea.



The principles [that we’re taking from K-pop] are the training and development of the artists, the level of creativity; it’s the choreo, it’s the attitude, it’s the camaraderie and the biggest thing of all, which I can talk about for hours, is that fandom is completely different to how it is on the pop side.

The way it works in K-pop is that your number one thing is your relationship with your fans. Weverse is a huge component of that, the fan meets are a huge component, the packaging, the interaction… it is a community. I don’t want to discredit pop, where you have [fan groups like] Swifties and Selenators, but until you immerse yourself in the K-pop fandom and go to a K-pop show… I’ve been around for 25 years and I’ve never seen anything like it.


Is there anything the wider music business could learn from the way K-pop acts nurture their fanbase?

I’ve thought about that a lot but it’s up to the artist. The difference is, these artists in traditional K-pop groups are very familiar with it. It’s how they’re brought up, it’s a cultural thing. The challenge is when something is so unique to a specific culture in terms of how they cultivate these fandoms, the loyalty, dedication, and the psychology behind these fans. But you can take those key principles, which is constant interaction and making your fans feel part of the process.

“If I was ever to go back and sit down with artists [I’ve worked with], I’d explain how valuable it is to have the superfan from day one.”

That’s what we did last year with the Dream Academy. Part of the reason we did that is because in K-pop, there are fans that want to be part of that process and want to root for their favorite trainee or contestant. They feel they are the ones to help get the girls in the group. When they are dedicated that early on, it’s very rare that you’re going to lose them and they will rally to get everyone they know to be to be a fan and part of that community

Non-K-pop artists, Western artists, have to put their fans on the same level to where they place their craft and their artistry. It’s all one package in K-pop: how you create the music and the artists and how you create the fandom and the relationship. If I was ever to go back and sit down with artists [I’ve worked with], I’d explain how valuable it is to have the superfan from day one.


Some people would criticize the 360 model you’re using for KATSEYE and the one that’s used in K-pop in general. How would you respond to that?

In the Western world, 20 years ago, there was this big movement to do 360 deals and that did not go well. But we don’t treat our artists like a number. We want to have their point of view, we put great effort and care into their mental health and that’s been a really big thing for us.

The 360 aspect to me is a better way to succeed. What I’m learning is that it isn’t so fragmented, there’s a synergy amongst everyone because you have one goal and that goal is to make this group successful. Even though it can work successfully, when you have a manager, a booking agent and all of these different people working and having their own agenda, you sometimes see the challenges in that. When everyone has one common goal, you move in a much clearer way, you’re not zigzagging into where you need to go. You’re all aligned and moving forward together. That’s what I love about 360 deals: the synergy and the communication. I just find it seamless.


Back in 2021, the HYBE/Geffen joint venture was set to debut a K-pop boy band. Why did the direction change?

I wasn’t part of that decision, when I came in, we were full fledged into creating a girl group. It was really simple, I think they felt that they had a good presence in the boy group world and just knowing what the concept was, of having a global girl group, they felt, and I agree, that the power of that would resonate much more in a global sense. Not to discredit men but I think the power of women is remarkable. I love it and I’m glad that they did that. I think it was the right move.


As you will know, especially from your early career, the A&R world has typically been very male dominated, although there are signs that’s changing. What impact do you think more diversity in this field has on the acts that are being developed?

I think it’s important because when you’re trying to find songwriters or producers that understand the sentiment of a woman, isn’t it best to have a woman? Not to discredit the fact that many of our songs are written by men, but I think it’s really important for us to have that diversity and I think that’s one of the main reasons why I was brought in.

I never looked at myself as someone who got a job because of my gender, this is the first time where I laugh and think… did I? But it was the right thing to do. Now that I’m in it, you need a woman leading this venture. It’s important for people to understand how to create the right team to support an act like this.

I also think that one of the reasons why I can do this job is because I am a daughter of immigrant parents. I speak another language, I was exposed to another culture my entire life. So none of that feels weird to me. When I sit in a room and everyone’s speaking Korean but me, I love it. I respect it and I feel because of that, I know how to be that bridge between the two cultures, between the two labels. I understand both and I have great respect for both sides.


Here’s a more personal question: what’s the best piece of career related advice that you’ve ever been given?

To play offense, not defense. Obviously a man gave me that advice. But I understood what he meant by it, which is if you did something wrong, own up to it. If your strategy didn’t work, own up to it. Pivot, think of a way to keep moving forward. I really appreciated that because I always owned up to anything if I ever messed up.

The other piece of advice was from Diarmuid. He would always say, ‘Don’t come to me with a complaint, come to me with the solution as well’. I know that you go to your manager or your leader because you want them to help you but you’re never going to learn those skills if someone’s always helping you. Diarmuid really helped to cultivate the leader I am today.

The other thing that I want to give him credit for is that he always gave me the spotlight, it’s very rare that you have a boss who doesn’t want to take credit. I appreciate him for always giving me the platform so that I could figure things out on my own and grow on my own but always kind of being there, watching me.


What would you change about the music industry and why?

Back in the day, when people were downloading music for free and no one was keeping up with that or what’s currently going on with AI, those are really big things that the industry has to talk about and rally around. I know there are some really strong advocates for how to keep the rights for artists but I just hope that the industry doesn’t get arrogant again.

Many of these companies are making billions and doing very well. I hope that remains because the music industry is a gift and I love that I’ve been part of all different eras of it: the good, the bad and the good again. Don’t sleep on technology, music industry. That’s what I would say.


If you could go back to the beginning of your career and tell yourself one thing, what would it be?

Ask for what you want. I come from a culture, or maybe just an era, where I thought that if I put my head down and do my job, I will magically get this, this, this, and this. It wasn’t until I started asking, ‘Hey, can I be in this meeting?’ [that I started getting what I wanted]. I’m not talking about asking for a [pay] rise, those things came, it’s more about putting yourself in the right place.

“Be kind to everyone. There’s no reason to not be and you never know who you’re going to cross paths with again.”

I also tell everyone, to be kind to everyone. There’s no reason to not be and you never know who you’re going to cross paths with again. It’s so interesting that many of my former colleagues and people I love from Capitol, who I thought I would never cross paths with again, that’s how foolish I was, now, I’m working with several of them because of the [Interscope Geffen A&M and Capitol] merger. The good thing is they are people I absolutely love but you never know. Speak good to people.


Final question: ultimate plans and ambitions?

I want to leave on a high note, I want the end of my career to be making this group the biggest group ever. I don’t think anyone I work with likes it when I say that, but there is a part of me that wants to move on to different things in life. I have been someone who solely dedicated myself to my career and I don’t regret that.

But there are other things in life and I just don’t know how to balance those with work. Right now, it’s all about work and I love it. It gives me a lot of joy and a lot of passion, I still have that fire and drive. When that starts to fade, I’ll know. So my only goal right now is to make this really huge and then leave and move to Tokyo!

Virgin Music Group is the global independent music division of Universal Music Group, which brings together UMG’s label and artist service businesses including Virgin and Ingrooves.Music Business Worldwide

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WNBA fashionistas showcase styles at draft

From left to right, LSU’s Angel Reese, Iowa’s Caitlin Clark and Stanford’s Cameron Brink pose for a photo before the WNBA basketball draft, Monday, April 15, 2024, in New York. (AP Photo/Adam Hunger)

Caitlin Clark. Cameron Brink. Kamilla Cardoso. Angel Reese.

All stepped into the glaring spotlight of Monday night’s WNBA’s draft having faced the challenge essentially every woman can identify with: wearing just the right outfit for a special occasion.

When a woman finds what she wants, it’s not a question of whether alterations are needed, but how much. The taller the woman, the bigger the challenge.

READ: Caitlin Clark taken No. 1 in WNBA draft by Indiana Fever

This draft, thanks to Clark and others, more people should be watching than ever before.

“There’s never been a bigger spotlight on women’s basketball, thanks in large part to players like Caitlin Clark and coaches like Dawn Staley,” Rose Minutaglio, ELLE senior editor of features and special projects, wrote in an email to The Associated Press.

That makes it the perfect time for a fashionable splash just like NFL and NBA players do on their draft nights. Last year, Taylor Hendricks of UCF wore a pink suit with the jacket lined with photos representing his journey to the NBA and the people who meant the most to him.

“With more eyes on the league, players recognize the opportunity to showcase their personalities through their style,” Minutaglio said. “Because of glaring pay discrepancies, fashion partnerships and brand sponsorships will continue to play a big role for female athletes.”

Staley and her South Carolina Gamecocks’ victory over Clark and Iowa in the women’s national championship game outdrew the men in television ratings, and this is shaping up to be the WNBA’s most-watched draft.

The 6-foot-1 Clark was joined in New York by the 6-7 Cardoso, 6-5 Brink and 6-3 Reese, among others. They’ve been busy since the NCAA Tournament, too, especially Clark, who made a surprise appearance on “Saturday Night Live.”

Clark went with a white jacket and skirt with a sparkly cut-off top, sunglasses and black heels. She credited having people help her prepare keeping it less stressful.

“The first time Prada has ever dressed a male or female for WNBA or NBA draft so pretty cool,” Clark said during the WNBA’s livestream from its orange carpet.

Cameron Brink WNBA Draft

Stanford’s Cameron Brink, right, is escorted off the state after being selected second overall by the Los Angeles Sparks during the first round of the WNBA basketball draft, Monday, April 15, 2024, in New York. (AP Photo/Adam Hunger)

Brink and Reese wore outfits that wouldn’t be out of place during Fashion Week or a red carpet in Hollywood. Brink wore a diagonal black and white dress showing off both shoulders with a slit exposing her right leg.

Reese shimmered in a hooded, backless gray dress with a plunging neckline after a late wardrobe change with help from designers Bronx and Banco, Simon Miller and Christian Louboutin.

“I got this two days ago,” Reese said. “My original dress didn’t fit.”

Rickea Jackson of Tennessee made a wardrobe change between the orange carpet and the draft itself before being selected fourth overall by the Los Angeles Sparks.

“They’re just going to be falling in love with my personality,” Jackson said of Sparks’ fans.

Alissa Pili, the eighth pick by Minnesota, worked with a designer to pay tribute to her Alaskan heritage in the black and gold pattern of her dress.

Finding glam looks off the rack can be a challenge for most women.

Being tall, however, actually can be an advantage and not a hindrance for WNBA players. Models who grace the runways during fashion week and the covers of fashion magazines often stand at least 6 feet and taller.

The league’s own growing popularity in recent years also has helped.

“Players are also starting to work directly with designers, who help outfit them, and stylists, who focus on game-day drip,” Minutaglio wrote.

READ: Caitlin Clark, Angel Reese and rise of women’s college basketball

This was only the second WNBA draft with fans in attendance, and 1,000 tickets sold out in February for the event at the Brooklyn Academy of Music. Fans got to attend the 2016 draft at the Mohegan Sun when former UConn All-American Breanna Stewart was the top pick.

Shakira Austin, the third overall pick in 2022 by the Washington Mystics, understands the angst Clark and others face. While the 6-5 center was playing in college at Mississippi, Austin was forced to be creative as she struggled to find pants that fit or any clothing that captured her style.

So she got busy with a sewing machine and became her own designer. Now that Austin is in the pros, she’s a fashionista tapping into her creativity, doing more than just pants, leggings and shirts. Austin told the AP earlier this year that it’s a great time to dive into both modeling and clothing design.

She sees no reason to wait until her playing career is over.

“I’ve always wanted my own brand, and I think this time right now allows me to really build off that and also collab with different brands and talk to people who add their own styles,” Austin said.

On her way to becoming the NCAA Division I all-time leading scorer, Clark was surprised by designer Kristin Juszczyk, whose husband, Kyle, plays for NFC champion San Francisco in the NFL. She created a puffer vest with Clark’s No. 22 in Iowa black and gold, putting the player in select company with the likes of pop superstar Taylor Swift.

Minutaglio said several brands work with female athletes, with Glossier and SKIMS teaming up with the WNBA specifically. She noted sports brands like Puma, Adidas and Nike all work with women in basketball.

“What’s interesting is we’re seeing players and teams branch out into high-fashion, wearing Dior and Louis Vuitton and Gucci,” Minutaglio said.

Staley herself was decked out on the sideline of the title game in Louis Vuitton, from her silver jacket down to her sneakers, grabbing attention for her look far beyond the sports pages. Minutaglio noted New York-based women’s wear brand M.M. LaFleur has a multiyear deal with the New York Liberty.



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“I wrote a story for ELLE in 2022 predicting the rise of WNBA game-day fashion, and since then, the looks just keep getting better and better,” Minutaglio wrote. “The fashion set is excited to see where it goes from here.”



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Despite weather glitch, Paris Olympics flame lit at the Greek cradle of ancient games

The flame that is to burn at the Paris Olympics has been kindled at the site of the ancient games in southern Greece.

Cloudy skies frustrated Tuesday’s efforts to produce the flame in the customary fashion, when an actress dressed as an ancient Greek priestess uses the sun to ignite a silver torch.

Instead, a backup flame was used that had been lit on the same spot Monday, during the final rehearsal.

The flame will next be carried from the ruined temples and sports grounds of Ancient Olympia by a relay of torchbearers. The 11-day journey through Greece culminates with the handover in Athens to Paris 2024 organizers.

What to know about the flame-lighting ceremony in Greece for the Paris Olympics

A priestess prays to a dead sun god in front of a fallen Greek temple. If the sky is clear, a flame spurts that will burn in Paris throughout the world’s top sporting event. Speeches ensue.

Performer acting as Priestess during the flame lighting ceremony for the Paris 2024 Olympics at the Ancient Olympia, Greece on April 16, 2024.
| Photo Credit:
Reuters

On April 16, the flame for this summer’s Paris Olympics will be lit at the birthplace of the ancient Olympic Games in southern Greece in a meticulously choreographed ceremony.

It will then be carried through Greece for more than 5,000 kilometers (3,100 miles) before being handed over to French organizers at the Athens venue used for the first modern Olympics in 1896.

Here’s a look at the workings and meaning of the elaborate ceremony held among the ruins of Ancient Olympia ahead of each modern Olympiad.

Couldn’t the French just light it in Paris?

Couldn’t the Academy Awards just be announced in a conference call? The pageantry at Olympia has been an essential part of every Olympics for nearly 90 years since the Games in Berlin. It’s meant to provide an ineluctable link between the modern event and the ancient Greek original on which it was initially modelled.

Once it’s been carried by any means imaginable to the host city — it’s been beamed down by satellite, lugged up Mount Everest and towed underwater — the flame kindles a cauldron that burns in the host Olympic stadium until the end of the games. Then it’s used for the Paralympics.

So how’s it lit?

An actor playing an ancient Greek priestess holds a silver torch containing highly combustible materials over a concave mirror. The sun’s rays bounce off every inch of the burnished metal half-globe and come together at one extremely hot point, which ignites the torch.

Actress Mary Mina, playing high priestess lights a torch during the official ceremony of the flame lighting for the Paris Olympics, at the Ancient Olympia site, Greece, on April 16, 2024.

Actress Mary Mina, playing high priestess lights a torch during the official ceremony of the flame lighting for the Paris Olympics, at the Ancient Olympia site, Greece, on April 16, 2024.
| Photo Credit:
AP

This happens inside the archaeological site at Olympia, before the ancient temple of Hera — wife of Zeus, king of the Greek gods, whose own ruined temple lies close by.

The flame is eventually used to light the first runner’s torch — champagne-colored this year for France — and a long relay through Greece leads to the April 26 handover at the Panathenaic stadium in Athens.

Need it be so complicated?

Flames and sandals make for an impressive spectacle, and while the priestess’ largely tongue-in-cheek prayer to Apollo might not be answered, the parabolic mirror works well.

The idea was the result of Greek-German cooperation ahead of the 1936 Olympics in Nazi Germany, which were heavy on fanfare — and swastikas. It was based on a mechanism mentioned by ancient writers in a non-Olympic context, and served the desire to blend the games of antiquity with the modern revival.

The 1936 innovations included a torch relay all the way to Berlin, and have been followed, with modifications, ever since. An initial idea to do the relay flame in hollow plant stalks — a nod to the Greek myth of Prometheus who stole fire from the gods — was ditched as impractical.

Did this happen at the ancient games?

No. But then modern athletes don’t compete naked, or, when victorious, receive olive wreaths and the right to a marble statue in their name — and, for three-times winners, in their actual likeness.

Also, there’s no brief cessation of warfare to allow the modern games to go ahead, women not only attend but compete as well, and rich sponsors — or heads of state — don’t reap the glory for their chariot teams’ wins.

According to ancient Greek tradition, the games of antiquity, held every four years in honor of Zeus, started in 776 B.C. They were the most important of the major Greek sporting festivals, where events included running, wrestling and horse racing. Up to 40,000 spectators could attend.

Like in most preindustrial societies, life in ancient Greece was deeply physical and a well-exercised body was seen as the mark of a gentleman.

The games continued, with minor blips, until the new Christian authorities in Greece banned them as part of the reprehensible pagan past, in A.D. 393.

Could anything spoil the show?

Rain. Heavy cloud cover. Then the mirror wouldn’t work. But ceremony organizers in Olympia hold several rehearsals in the days leading up to the official lighting, which provide a backup flame should the big day prove sunless.

Paris 2024 Olympics - Olympic Flame Lighting Ceremony - Ancient Olympia, Greece - April 16, 2024
Performers acting as Priestess during the flame lighting ceremony for the Paris 2024 Olympics REUTERS/Alkis Konstantinidis

Paris 2024 Olympics – Olympic Flame Lighting Ceremony – Ancient Olympia, Greece – April 16, 2024
Performers acting as Priestess during the flame lighting ceremony for the Paris 2024 Olympics REUTERS/Alkis Konstantinidis
| Photo Credit:
ALKIS KONSTANTINIDIS

Potential protests are a worse headache. Twice this century — during the lighting ceremonies for the Beijing Summer and Winter Games — human-rights activists disrupted the ceremony inside the fenced and heavily guarded archaeological site. Even after the embarrassment of the first incident in 2008, Greek police were unable to anticipate and prevent the second, 14 years later.

The flame-lighting, with its broad TV coverage — although the official stream shies from showing any form of protest — is a magnet for activists who want to grab headlines. And even if ancient Olympia can, in theory at least, be efficiently guarded, the route of the torch relay through Greece is too long to be protest-proof.

The 2008 incidents at Olympia and abroad led to the scrapping of torch relays outside Greece and the host country.

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Choosing the Right Digital Marketing Agency in Dubai

Dubai is a vibrant, multicultural city with a thriving economy that is increasing and expanding its business sector. As one of the most cosmopolitan cities in the world, Dubai draws many entrepreneurs, business leaders, and investors from all over the world.

With its state-of-the-art infrastructure, favorable tax policies, and strategic location, Dubai has become a hub for digital marketing agencies that offer cutting-edge services to businesses of all sizes. 

However, with so many options available, choosing the best digital marketing agency in Dubai can take time and effort. Therefore, we’ve compiled a comprehensive guide to help you navigate the landscape of digital marketing agencies in Dubai and find the right one for your business’s online presence.  

Evaluate your objectives

Knowing business goals is a paramount factor to consider. As a business leader, understanding your priorities and desired results will let you effectively communicate these objectives to the agency, ensuring they deliver the results you seek.

Critical Services to Look for in a Digital Marketing Agency

Focusing on the essential services that align with your business goals is crucial in finding the ideal agency. A Social media marketing agency in Dubai with expertise & experience in this profession can help any business create relatable content to engage the target audience on mediums like Facebook, Instagram, and LinkedIn. Concentrating on the essential services that align with your business objectives is critical. Let’s get deeper into the most prominent factors to regard and deliver real-world examples to demonstrate their impact:

  • Search Engine Optimization (SEO): To boost organic traffic and improve search rankings, choose an agency with a proven track record in SEO. This will ensure your website appears higher in search results, attracting more potential customers.
  • Pay-Per-Click (PPC): If your goal is to maximize your return on ad spend, a PPC specialist can create and manage targeted campaigns to drive desired results. For example, Airbnb effectively used PPC campaigns to increase its brand awareness and attract new hosts to its platform.
  • Social Media Marketing: An agency that excels in social media can help you create shareable content and engage with your target audience on platforms like Facebook, Instagram, and LinkedIn. 
  • Content Marketing: High-quality, valuable content is crucial for building your brand’s reputation and establishing yourself as an industry thought leader. For example, HubSpot built a dedicated following and a successful business through educating and engaging blogs, e-books, and webinars.
  • Paid Media (Ads): A skilled agency will help you navigate the complex world of paid media and create compelling ads tailored to your target audience. The campaign’s video advertisement with Kaepernick addressed social justice issues and received praise and criticism. Despite the controversy, it helped the brand grow its sales and maintain its rank as a socially accountable brand.

Reviewing the Agency’s Portfolio and Client Testimonials

When searching for your ideal partner, it is necessary to thoroughly evaluate a digital marketing agency’s portfolio and client testimonials. By analyzing their past work and achievements, you can earn useful insights into the agency’s creativity, expertise, and ability to deliver outcomes.

Key aspects to consider:

  • Case Study: A case study can help explain how an agency can adapt to the brand’s needs and provide a solution that is not a one-size-fits-all formula. The best case studies ensure they share the brief, objective, approach, tools, and outcome.
  • Performance Metrics: Analysing an agency’s performance metrics helps you understand its ability to meet and exceed client expectations. Key performance indicators (KPIs) like click-through rates, conversion rates, and return on investment can provide a clear picture of the agency’s efficacy.
  • Client Testimonials: Client testimonials and reviews are invaluable in gauging the agency’s credibility and the quality of its customer service. 
  • Direct Communication: If you want a better and more humane understanding of who benefitted from the agency’s services, don’t hesitate to contact the agency’s past or current clients to gain first-hand insights into their experience working with the agency for deep knowledge.

Evaluating the Agency’s Cultural Fit

While you’re still searching for the perfect marketing partner, it’s essential to consider the cultural fit between your organization and your potential collaborator. A strong alignment in matters and vision can pave the way for a fruitful and enduring relationship, eventually contributing to the success of your marketing actions. Here are some significant points to consider.

  • Open communication: An agency that maintains transparent and honest dialogue can help you navigate challenges and adapt strategies. This is necessary for nurturing a beneficial alliance.
  • Level of collaboration: A team that works seamlessly with your in-house staff, sharing insights and expertise, will create a more effective marketing plan. Assess the agency’s responsiveness to your inquiries and concerns, which can indicate their commitment to providing exceptional service and building a mutually beneficial partnership.
  • Adaptability: In the ever-evolving digital marketing landscape, finding a partner that embraces change and keeps pace with industry trends is crucial. This will enable you to stay ahead of the curve.

As you evaluate multiple probable agencies, consider their problem-solving and innovation strategies. These features are handy and can make all the contrast in driving your marketing triumph. Remember, selecting the right agency is more than just technical expertise—it’s about forging a partnership to help your organization thrive in the long run.

Understanding Digital Marketing Agency Pricing Structures

As you evaluate potential digital marketing partners, pricing and budget concerns are essential in your decision-making process. Balancing cost and quality services is vital to ensure your investment returns favorably. Digital marketing agencies generally adopt different pricing models. Understanding these models and choosing the one that aligns with your business goals is paramount to a successful collaboration.

Conclusion

As you decide, prepare a list of essential questions to ask the agency to guarantee clarity and alignment on anticipations. These may include their approach to communication, project management, reporting, and staying abreast of industry manias and inventions. An open and honest conversation will make a space for a thriving association.



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#Choosing #Digital #Marketing #Agency #Dubai

SEO Tactics To Retire in 2024 | GrowTraffic

It makes sense that some SEO tactics need to retire. Google changes a lot. More than many people realise. In 2022, it changed 4,725 times. That’s 13 times a day. That doesn’t include the tens of thousands of experiments it does.

Most are minor and we don’t really notice.

Some we know about because rankings change suddenly.

Some we know about because Barry Schwartz tells us (may the universe guard and protect him).

And some we are forewarned about as being industry shattering, SEO-slaying shifts that make us all fear for our lives and wake up in a cold sweat.

If we changed tactic every time there was a ranking fluctuation or Google changed, we would never know what needed to change-what needed to be improved. And, crucially, what now (or still) works.

Keeping abreast of these changes is daunting, especially as the industry tries to keep up with the development of AI. It feels like the changes have come thick and fast in the last few years, particularly after a period of relative stability pre-2019. (I say relative because there was still a shit tonne of updates, just not as many).

One small caveat here: A lot of the changes Google makes take time to be impactful. The efficacy of some of these tactics has been waning for a while, but in some circumstances will still work a bit.

This isn’t a lecture on what to stop doing IMMEDIATELY and undo on your websites. It is a gentle phasing out in return for something much more effective.  

The core message of Google has been the same for a long time:  

Produce correct, quality answers and content for people that they can trust.

Don’t try to game it.

Don’t try to hack the system.

Don’t spam people.

Don’t be sloppy.

Be awesome (that’s the actual word they use.)

They are a business. And so, they want to provide the best search results for their customers. (I strongly suspect the Helpful Content Update in 2023 was about reducing server space, but maybe that’s just me with my tinfoil hat on).

They want to stop bad practices that try to game their lovingly crafted algorithm.

And so, they keep refining it, which means we need to evolve.  

So let me take you on a journey.

To a place where food is pureed, nappies are optional (I hope), and the drugs are plentiful (I hope).

A place we have taken our once loved and treasured SEO tactics to, to let them lay down their weary heads and thank them for their service. (It’s a utopia, just go with it.)

The Nursing Home Of SEO. Let’s meet the residents/ learn which SEO tactics to retire in 2024.

Resident Number 1: AI Generated SEO Content

I don’t want to retire this one, so much as put it in a bin, pour petrol on it and set it on fire (anthropomorphising SEO tactics has taken an unexpectedly dark turn. Sorry about that).

Technically it has not really been a ‘tactic’, nor has it been around a long time.

But I will take ANY opportunity to beg people to not use AI generated content on their website for SEO purposes.

I’m sure none of you do. But just in case.

It is garbage.

Please stop.

I’m being hyperbolic. I should say, AI generated content is not a reliable way of improving your user signals, ranking capabilities or authority.

Let’s look at why.

Why Retire It?

Firstly, AI generated content doesn’t rank well. According to Neil Patel (lovingly referred to as Uncle Neil at GT HQ), 94% of top ranking web content is human generated. In the vid linked there, he also highlights it doesn’t drive traffic. People can tell it is AI, and so steer clear. The top SERP results are human generated content. The cycle continues and AI generated content continues to slip down the SERPS.  

Not to mention, Google is actively cracking down on websites that rely heavily on AI generated content.

Look at articles written before March 2024, and they will mostly say AI content is OK for SEO as long as it is reviewed by a human.

But then, the March update happened.

The March 2024 broad core update was targeting spam, but many reported websites/pages that were using AI were penalised, dropped rankings or, in many cases, deindexed (including John Mueller’s! Coincidence, or has John been a lazy boy?)

Now, there is an old saying in SEO, that correlation is not causation.

So, it could be possible that the sites that were using AI to generate content were spammy in other ways. If you are using AI to generate SEO content, you are likely trying to game the system, some other way, right?

For example, some of the sites that were deindexed were created solely to make 1 specific keyword rank, create authoritative backlinks or as personal content depositories.

What Should We Do Instead?

Replace it with well written content using your own expertise.

Now I’m not saying never use AI to help your marketing efforts. It can be useful, time saving, inspirational and insightful. We use it for keyword research and to help structure blog content. It is great for refining a strategy, or pulling some research together.

Where it falls down is if you ask it to write you a blog, web page, product description etc, and just proofread it and whack it up.

So why shall we retire AI generated SEO content?

Well, consider what Google is looking for.

  • Accuracy
  • Authority
  • Created for humans.
  • Original

How confident are you that the information it is using is accurate? Chat GPT in particular is well known for using out of date information and SERP results.

You could potentially be linking to spammy website with low DA or low relevancy. You are not utilising any of your expertise to create that content. You aren’t adding anything new or generating authority.

It is CLEARLY written by a bot. For example, the overuse of commas is a dead give-away. It doesn’t sound human. It doesn’t feel human. It doesn’t engender trust.

And it runs the risk of not being original content. AI by its very nature uses other’s content to inform and teach it. As we all know, original content is essential for SEO.

Up until the end of Feb, we were all saying that, whilst AI content won’t harm your SEO efforts, it probably won’t help either. Now we aren’t so sure. Yet.

My prediction is it will continue to favour human written content for humans that is high quality and so will, eventually come down hard on sites that use AI too much.

Resident Number 2: One Page Per Location For Local SEO

A couple of years ago, if you wanted to rank a carpet cleaning business that serviced South Yorkshire, you might structure an area of the site like this:  

  • Locations
    • Carpet Cleaning South Yorkshire
      • Carpet Cleaning Sheffield
      • Carpet Cleaning Rotherham
      • Carpet Cleaning Doncaster
      • Carpet Cleaning Barnsley

Your URLs would be very similar for all these:

www.businessname.co.uk/locations/carpet-cleaning-south-yorkshire/carpet-cleaning-sheffield

www.businessname.co.uk/locations/carpet-cleaning-south-yorkshire/carpet-cleaning-sheffield

www.businessname.co.uk/locations/carpet-cleaning-south-yorkshire/carpet-cleaning-sheffield

Then you would perhaps write some blogs that tackled long tail questions, like ‘How To Find A Carpet Cleaner Near You’, ‘Best Carpet Cleaners In South Yorkshire’ etc.

Why Retire It?:

The Helpful Content Update would consider these ages too similar and lacking value They have clearly been created just for SEO purposes.

It might go so far as to only index one of the pages. (But which one? More below)

UNLESS the content on them was vastly different and the URLs were more unique.

So, you could have a ‘carpet cleaning in South Yorkshire’ page, and a blog about quality carpet cleaning in South Yorkshire, because the URLs would be different, the intent is different, and the messaging will be different. (although it could be argued that, too would be considered a bit thin).

What To Do Instead

If you genuinely need this sort of content on your site (for a location-specific booking engine, for example) you would utilise a canonical tag on the primary page to show that you wanted that page to be the parent (canon) of the other pages. It shows that you know they are linked and similar but the one with the canonical tag has value and should be indexed, not one of the others.

Otherwise, to rank locally, you stick to the good old basics of local SEO:

  • Schema markup.
  • Local Directories
  • Google My Business
  • Locally relevant content
  • Local link building
  • Local reviews

Some people do still report this tactic working but as the Helpful Content Update continues to be refined and becomes more impactful, this is definitely a tactic that needs turning out to pasture.

No need to start redirecting and removing pages, however.

Resident Number 3: One Keyword Pages

Pre-2020, a solid strategy to get a keyword to rank was to churn out LOADS of content on a particular keyword, its semantics, secondary and long tail keywords, to get it to rank. The more the better.

So, if you wanted to rank for the key phrase ‘carpet cleaning’, you would have a page (or post) for each of the following:

Primary Secondary Semantic Longtail
Carpet Cleaning

Rug Cleaning  
Carpet Shampooing

Deep Carpet Cleaning  

Professional Carpet Cleaning Service  

Eco-Friendly Carpet Cleaning  

Steam Carpet Cleaning  

Carpet Cleaning Prices

Carpet Stain Removal

Upholstery Cleaning

Pet Carpet Cleaning   Carpet

Odor Removal

Carpet Mold Removal

Best carpet cleaning service near me + [location]  

Professional carpet cleaning for pet hair removal  

Same-day carpet cleaning for emergencies
 
Carpet cleaning for oriental rugs

Eco-friendly carpet cleaning with non-toxic solutions

Carpet cleaning for high traffic areas  

Professional carpet cleaning for a move-in/move-out

Residential carpet cleaning service for same-day booking

Carpet cleaning discounts for first-time customers

Carpet cleaning for allergies and asthma sufferers

Deep carpet cleaning to remove dust mites and bed bugs  

Professional carpet cleaning for water damage restoration

Eco-friendly carpet cleaning with plant-based solutions

Carpet cleaning for upholstery and furniture  

Pre-holiday carpet cleaning service

As a result, the internet was chock full of superfluous content that was adding very little value.

Why Retire It?

Google decided to clamp down on this practice and instead reward rich, informed, well researched articles and pages. (remember, EEAT).

Since the Helpful Content update started rolling out, it is far better to have longer pieces of content that capture several topics and make better use of H-tags and a Q&A style, aiming for a snippet.

What To Do Instead?

Now we have started grouping those topics into primary and secondary keywords and creating longer form content that focuses on answering all the follow up questions. Amalgamating topics so it follows the natural flow of a buyer journey.

So, for example, one blog might be more like this now:

Title: Our Specialist Carpet Cleaning Services

Contains:

  • Allergies And Asthma Sufferers
  • Remove Dust Mites And Bed Bugs
  • Water Damage Restoration
  • High-Traffic Areas
  • Pet Hair Removal
  • Oriental / Delicate Rugs

As usual, focus is on ensuring the content is well researched, has high quality links out, an internal link structure that makes sense and in genuinely useful to a human.

Another great way to replace this strategy is through FAQ style pages. This helps prepare your content for AE (answer engines).

Your SERP might be looking a little different these days.

This is the future of Search Engines: Answer engines. They rely on Q&A style content to give quick answers.

Its experimental and we don’t yet fully understand how Google wants us to prepare or optimise, but most recently updates have all focused on forcing quality websites that are lean, most likely in preparation for an AI model.

So, it is more important then ever to write content that is answering questions people are asking. Again, we are back to E-E-A-T.

Resident 4: Exact match keywords

When I first started doing SEO we had a jeweller as a client. We could not get traffic to that website for any key phrase that contained the word ‘jewellery’.

Search volumes were tiny.

So, we wrote a few blogs on ‘jewelry’, and one on ‘jewellery vs jewelry’. We added a solid internal link structure. And it flew. Traffic exploded.

The reason was Google hadn’t yet made the distinct connection between ‘jewellery’ and ‘jewelery’. People were googling two different spellings, and we weren’t getting the rankings or traffic for the former.

Then we said ‘Hey BERT’ in 2019 and it started to change. (Sesame Street reference there for the other millennials).

Google made huge leaps in understanding how human’s search and could predict the next 3 or 4 questions you might ask. It began to make links between content, colloquialisms, semantics and so on.

We no longer need to have Exact Match keywords in our content.

In fact, it is better not to.

What To Do Instead?

Now, rather than writing a page for each keyword (similar to above), it is best to include the semantics in your copy.

It is more natural that way.

So, for example, if you are writing a blog about tips for carpet cleaning, you might use ‘ways to clean a carpet’, ‘rug cleaning’, ‘sprucing up your carpet’ and so on, and Google will know they mean the same thing.

I’ll show you.

So, let’s use the search query ‘tips for cleaning a carpet’.

The top pages are optimised for different things:

Image of a SERP showing the variety of keywords ranking for a certain query
Image of a serp showing result 2+ for keyword variations for a blog on GrowTraffic about SEO tactics to retire

The key phrases in these articles vary: carpet cleaning, deep clean carpets, spring clean carpets.

They are all semantics of the same concept but they are all ranking for the same query.

When we combine this outdated strategy with the one above, you build up a picture of Google wanting long form content that answers multiple queries within one article. Less content, working harder.

Resident 5: Link Spam

The efficacy of building large quantities of backlinks is questionable and we often see very relevant, well written websites with very low domain authorities consistently ranking in the top 20 for a variety of queries.

For the broad keyword ‘Royce Gracie Jui Jitsu’, you can see a variety of Domain Trust scores in the top 20 results:

Screen grab of SE Ranking showing Domain Trust for a blog by GT on SEO tactics to retire

However, backlinks demonstrate E-E-A-T, particularly the Expertise and Authority elements, and can generate valuable referral traffic, so they aren’t ready to retire yet. They still have plenty to give.

But their lazy colleague, ‘buying backlinks’ can retire.

There are some websites that sell cheap space and a backlink. You can put a blog up about anything and there are some loose categories. Many people don’t really see anything wrong with this and still include it in their marketing mix.

But since the spam updates that have periodically rolled out over the last few years, it is a bad idea.

It will probably work in the short term still, but long term your website’s spam profile will increase, and you might even get hit with a penalty.

Why Retire It?

It is against Google Web Master Guidelines.

Link spam in general will get you hit with a penalty. Link spam is:

  • Buying links, exchanging services for a link, or providing a gift for review and a link
  • Partner pages purely for the purpose of linking.
  • Lots of cross or reciprocal linking
  • Automated link building
  • Requiring a link as part of a terms of service (we see this a lot in directories)
  • Text advertisements or text links that aren’t rel=“nofollow” or rel=”sponsored”
  • Low-quality directory or bookmark sites
  • Widgets embedded across various sites, particularly if they are hidden, low quality, or keyword rich.
  • Lots of links in the footers or templates of other sites
  • Forum comments with optimised links
  • Creating thin content just to manipulate links or rankings

 What do all these things have in common? They aren’t genuine recommendations or endorsements.

I’m not saying it is time to stop backlink building, lets just phase it out.

What To Do Instead?

Instead, create content that is well researched, original, useful, informative, contributes to the industry, or genuinely helps people.

Share it far and wide. Offer it freely. The backlinks will come. There may be fewer, but they will be genuine and so much more valuable.

Resident Number 6: Over-optimising

Over-optimising hasn’t been working for a while, but at GT, we still work on websites that have been over-optimised, either because a well-meaning but uninformed person has worked on it before it came to us, or because it hasn’t been re-optimised in a few years and the practices have become outdated.  

A lot of the Google updates have been targeting elements of over-optimisation, either by phasing out the practice and replacing it with something better (BERT, for example) or by actively removing certain techniques (for example, Exact Match Domain of 2011).

As I mentioned at the beginning, a lot of these updates happen under the radar, and we never know. They are tweaks. Sometimes, we get told to change our practice. Sometimes we get forwarded to start bringing our websites in line, like with the Core Web Vitals update in 2021.

Some of the elements of over-optimising include:

  • Keyword stuffing
  • Exact match domains
  • Keyword rich anchor links
  • Meta description on every single page
  • Fixing every crawl error
  • Multiple H1 tags on a page
  • Too many internal and external links on each page
  • Emojis ☹
  • Writing lots of thin content

Why Retire It?

Some of these optimisation tasks take a long time and don’t give you much benefit. This article on Ahrefs has a good insight into the rule of diminishing returns of over-optimisation.

And some of it is considered spammy.

Keyword stuffing, for example, has long been known to be spammy. Thin content is being specifically targeted in recent years.

What To Replace It With?

If you are still on this field trip with me and not sat in the minibus eating your packed lunch by now, you will hopefully have begun to build up a picture of what Google wants:

Genuinely helpful content that is written for humans, not bots.

Over-optimising is trying to manipulate their bots.

Therefore, Google don’t like it. And as we are all at their party, we do what they tell us.

Instead of trying to hack the system, just create a site that:

  • has considered the user journey.
  • is well written and researched.
  • can be crawled.
  • is secure.
  • is not trying to manipulate anyone into doing anything.
  • provides a good experience to the user (core web vitals)

OK, back on the bus. Time to leave the retirement home of SEO tactics.

These tactics need gently phasing out, rather than burying straight away so don’t feel the need to radically reoptimize your site straight away.

If you have made it this far and want to ask me a question or get some help on your own SEO, you can email me on [email protected].

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#SEO #Tactics #Retire #GrowTraffic

Charges against Donald Trump, Jan. 6 rioters at stake as U.S. Supreme Court hears debate over obstruction law

Former President Donald Trump walks out of the courtroom following the first day of jury selection at the Manhattan criminal court in New York on April 15, 2024.
| Photo Credit: Reuters

The Supreme Court on April 16 is taking up the first of two cases that could affect the criminal prosecution of former President Donald Trump for his efforts to overturn his election loss in 2020. Hundreds of charges stemming from the Capitol riot also are at stake.

The justices are hearing arguments over the charge of obstruction of an official proceeding. That charge, stemming from a law passed in the aftermath of the Enron financial scandal more than two decades ago, has been brought against 330 people, according to the Justice Department. The court will consider whether it can be used against those who disrupted Congress’ certification of Joe Biden’s 2020 presidential election victory over Mr. Trump.

The former President and presumptive nominee for the 2024 Republican nomination is facing two charges in the case brought by special counsel Jack Smith in Washington that could be knocked out with a favorable ruling from the nation’s highest court. Next week, the justices will hear arguments over whether Mr. Trump has “absolute immunity” from prosecution in the case, a proposition that has so far been rejected by two lower courts.

The first former U.S. President under indictment, Mr. Trump is on trial on hush money charges in New York and also has been charged with election interference in Georgia and with mishandling classified documents in Florida.

In Tuesday’s case, the court is hearing an appeal from Joseph Fischer, a former Pennsylvania police officer who has been indicted on seven counts, including obstruction, for his actions on Jan. 6, 2021, when a mob of Mr. Trump’s supporters stormed the Capitol in a bid to keep Mr. Biden, a Democrat, from taking the White House. Lawyers for Mr. Fischer argue that the charge doesn’t cover his conduct.

The obstruction charge, which carries up to 20 years behind bars, is among the most widely used felony charges brought in the massive federal prosecution following the deadly insurrection.

Explained | The U.S. House Select Committee report on the January 6 Capitol attack

Roughly 170 Jan. 6 defendants have been convicted of obstructing or conspiring to obstruct the Jan. 6 joint session of Congress, including the leaders of two far-right extremist groups, the Proud Boys and Oath Keepers. A number of defendants have had their sentencings delayed until after the justices rule on the matter.

Some rioters have even won early release from prison while the appeal is pending over concerns that they might end up serving longer than they should have if the Supreme Court rules against the Justice Department. That includes Kevin Seefried, a Delaware man who threatened a Black police officer with a pole attached to a Confederate battle flag as he stormed the Capitol. Seefried was sentenced last year to three years behind bars, but a judge recently ordered that he be released one year into his prison term while awaiting the Supreme Court’s ruling.

The high court case focuses on whether the anti-obstruction provision of a law that was enacted in 2002 in response to the financial scandal that brought down Enron Corp. can be used against Jan. 6 defendants.

Mr. Fischer’s lawyers argue that the provision was meant to close a loophole in criminal law and discourage the destruction of records in response to an investigation. Until the Capitol riot, they told the court, every criminal case using the provision had involved allegations of destroying or otherwise manipulating records.

But the administration says the other side is reading the law too narrowly, arguing it serves “as a catchall offense designed to ensure complete coverage of all forms of corrupt obstruction of an official proceeding,” including Mr. Fischer’s “alleged conduct in joining a violent riot to disrupt the joint session of Congress certifying the presidential election results.” Mr. Smith has argued separately in the immunity case that the obstruction charges against Mr. Trump are valid, no matter the outcome of Mr. Fischer’s case.

Most lower court judges who have weighed in have allowed the charge to stand. Among them, U.S. District Judge Dabney Friedrich, a Trump appointee, wrote that “statutes often reach beyond the principal evil that animated them.” But U.S. District Judge Carl Nichols, another Trump appointee, dismissed the charge against Mr. Fischer and two other defendants, writing that prosecutors went too far. A divided panel of the federal appeals court in Washington reinstated the charge before the Supreme Court agreed to take up the case.

While it’s not important to the Supreme Court case, the two sides present starkly differing accounts of Mr. Fischer’s actions on Jan. 6. Mr. Fischer’s lawyers say he “was not part of the mob” that forced lawmakers to flee the House and Senate chambers, noting that he entered the Capitol after Congress had recessed. The weight of the crowd pushed Mr. Fischer into a line of police inside, they said in a court filing.

Sen. Tom Cotton of Arkansas and Reps. Jim Jordan of Ohio, Lauren Boebert of Colorado, Matt Gaetz of Florida and Marjorie Taylor Greene of Georgia are among 23 Republican members of Congress who say the administration’s use of the obstruction charge “presents an intolerable risk of politicised prosecutions. Only a clear rebuke from this Court will stop the madness.” The Justice Department says Mr. Fischer can be heard on a video yelling “Charge!” before he pushed through a crowd and “crashed into the police line.” Prosecutors also cite text messages Mr. Fischer sent before Jan. 6 saying things might turn violent and social media posts after the riot in which he wrote, “we pushed police back about 25 feet.” More than 1,350 people have been charged with Capitol riot-related federal crimes. Approximately 1,000 of them have pleaded guilty or been convicted by a jury or judge after a trial.

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#Charges #Donald #Trump #Jan #rioters #stake #Supreme #Court #hears #debate #obstruction #law

Senators Grill CFTC Boss on Sketchy Links to FTX’s Fallen Star

Senators
Elizabeth Warren and Chuck Grassley demand a full accounting of the
interactions between the Commodity Futures Trading Commission’s (CFTC) Chairman, Rostin
Behnam, and Sam Bankman-Fried (SBF), the convicted founder of the now-defunct
cryptocurrency exchange FTX.

Commentators wonder if this will allow the public to discover what might have happened between the regulator and SBF just before the exchange’s collapse.

In a letter
sent to Behnam on Monday, the senators expressed concern about the nature of
the relationship between CFTC’s Chair and Bankman-Fried in the months leading up to
FTX’s implosion in November 2022. The lawmakers are seeking records of all
meetings, phone calls, and correspondence between the two parties by 29 April.

“Safeguarding
the savings and retirements of Americans requires Congress and market
regulators like the CFTC to determine how this multi-billion-dollar crime was
allowed to happen,” Warren and Grassley wrote in
the letter
.

Behnam
previously testified before the Senate Agriculture Committee that he and his
team met with Bankman-Fried and other FTX executives roughly 10 times in the 14
months before the exchange’s bankruptcy. He also disclosed exchanging “a
number of messages” with the CEO.

The
senators’ request comes on the heels of Bankman-Fried’s sentencing last month
to 25 years in prison
for orchestrating massive fraud that led to the loss of
billions in customer funds. Last week, he appealed his conviction.

Despite the
severity of the punishment, Warren and Grassley emphasized that victims
“will never be made whole financially.”

“Mr.
Bankman-Fried was sentenced last month to 25 years in prison for stealing $8
billion dollars from users of the cryptocurrency exchange FTX. This punishment,
while appropriate, provided cold comfort for his victims,” the senators added.

Warren Is Active in the
Crypto Field

The letter
marks the latest in a series of inquiries spearheaded by Senator Warren in the
wake of FTX’s collapse. In November 2022, she and Senator Sheldon Whitehouse urged the Department of Justice to hold Bankman-Fried and complicit
executives personally accountable for wrongdoing.

Warren also
sent letters to Silvergate Bank and to Bankman-Fried himself, seeking answers
about their roles in the misappropriation of customer funds.

Senator
Warren’s position on cryptocurrencies has been well-known and consistent for
years. In 2021, she described digital assets as “highly opaque and
volatile
,” and in 2023, she made headlines with her proposal for the
Digital Asset Anti-Money Laundering Act
.

Finance
Magnates
contacted
the CFTC press office for comment on the matter, but the Commission did not respond at the time of publication.

Senators
Elizabeth Warren and Chuck Grassley demand a full accounting of the
interactions between the Commodity Futures Trading Commission’s (CFTC) Chairman, Rostin
Behnam, and Sam Bankman-Fried (SBF), the convicted founder of the now-defunct
cryptocurrency exchange FTX.

Commentators wonder if this will allow the public to discover what might have happened between the regulator and SBF just before the exchange’s collapse.

In a letter
sent to Behnam on Monday, the senators expressed concern about the nature of
the relationship between CFTC’s Chair and Bankman-Fried in the months leading up to
FTX’s implosion in November 2022. The lawmakers are seeking records of all
meetings, phone calls, and correspondence between the two parties by 29 April.

“Safeguarding
the savings and retirements of Americans requires Congress and market
regulators like the CFTC to determine how this multi-billion-dollar crime was
allowed to happen,” Warren and Grassley wrote in
the letter
.

Behnam
previously testified before the Senate Agriculture Committee that he and his
team met with Bankman-Fried and other FTX executives roughly 10 times in the 14
months before the exchange’s bankruptcy. He also disclosed exchanging “a
number of messages” with the CEO.

The
senators’ request comes on the heels of Bankman-Fried’s sentencing last month
to 25 years in prison
for orchestrating massive fraud that led to the loss of
billions in customer funds. Last week, he appealed his conviction.

Despite the
severity of the punishment, Warren and Grassley emphasized that victims
“will never be made whole financially.”

“Mr.
Bankman-Fried was sentenced last month to 25 years in prison for stealing $8
billion dollars from users of the cryptocurrency exchange FTX. This punishment,
while appropriate, provided cold comfort for his victims,” the senators added.

Warren Is Active in the
Crypto Field

The letter
marks the latest in a series of inquiries spearheaded by Senator Warren in the
wake of FTX’s collapse. In November 2022, she and Senator Sheldon Whitehouse urged the Department of Justice to hold Bankman-Fried and complicit
executives personally accountable for wrongdoing.

Warren also
sent letters to Silvergate Bank and to Bankman-Fried himself, seeking answers
about their roles in the misappropriation of customer funds.

Senator
Warren’s position on cryptocurrencies has been well-known and consistent for
years. In 2021, she described digital assets as “highly opaque and
volatile
,” and in 2023, she made headlines with her proposal for the
Digital Asset Anti-Money Laundering Act
.

Finance
Magnates
contacted
the CFTC press office for comment on the matter, but the Commission did not respond at the time of publication.



Source link

#Senators #Grill #CFTC #Boss #Sketchy #Links #FTXs #Fallen #Star

Stacks Defi Ecosystem – Best STX DeFi Apps & Tools (With Commentory)

App/Protocol Utility Notes
Xverse wallet Best Wallet for STX Easy to use & offers native staking with yield in BTC
KuCoin, Bybit Crypto exchange to buy STX token Option to withdraw natively on Stacks blockchain
StackingDao STX Liquid Staking First Liquid Staking platform for STX
Lisalab STX Liquid Staking Offers LST token & is offered by an established brand of STX ecosystem
Alexlab DEX, Launchpad, and more
Arkadiko Mint stablecoin with Liquid Staked token I don’t like this idea as this will eventually create a bubble.
Stackspulse Real-time on-chain Stats for Stacks DeFi. Useful to discover growing DAPPS on Stacks
STXTools Birdeye of Stacks Ecosystem For Traders and Investors
Stacks Ecosystem Twitter list Twitter list to follow Stacks-related updates A list managed by Your’s truly, Mr. Creatonics 😉

Extending my series on Bitcoin Layer 2 solutions, today we are going to be looking at Stacks blockchain DeFi apps. Stacks is a leading Layer 2 blockchain solution for Bitcoin, and a ton of new DeFi apps are being launched on this blockchain. Stacks has a token called STX, and currently, it is trading at a rate of $2.51 on multiple major exchanges.

As these DeFi apps on Stacks (STX) grow in popularity, STX should see significant demand. Other Bitcoin Layer 2 solutions are being worked upon, but nothing has come up as close to what Stacks has achieved. It is good to be early in any industry, but at the same time, it is more important to be cautious and open-minded about new innovation and product-market fit.

These Layer 2 solutions will help in Bitcoin adoption; otherwise, Bitcoin might majorly become a store of value. For the medium of exchange, stablecoins are more popular, and all the DeFi action is happening on Ethereum and ETH Layer 2 solutions, or in the Solana ecosystem.

So, in a nutshell, Stacks and other Layer 2 solutions for Bitcoin will pave the way for more usage of the Bitcoin blockchain.

Here is an excerpt from Aaron.D article about Stacks:

There are a few well-known scaling projects dedicated to helping Bitcoin scale. Lightning, RSK, Liquid BTC, and Stacks stand out among these projects. Lightning is in its own league as engineers designed it to bring much cheaper transactions to Bitcoin. Meanwhile, RSK, Stacks, and Liquid BTC bring additional functionality to Bitcoin, like smart contracts, tokens, and asset issuance.

Anyways, think of this guide as your beginner guide to make most out of Stacks ecosystem. Use this as a basis of research, and If the response is good, I will do a deep dive on STX and Stacks in the future articles.

Best STX Wallet: (Stacks Wallet)

Xverse Wallet – Leading wallet for Bitcoin Web3

This is by far one of the best wallets that you can use to interact with Stacks DeFi apps. Xverse is the leading wallet for Bitcoin Web3, enabling users to connect to apps, safely store and send Ordinals and BRC20 tokens, earn BTC rewards with Stacks, and soon enjoy instant payments with the Lightning network.

One least talked-about but most important feature of the Xverse wallet is that you can stake STX from the wallet and earn rewards in BTC. This is what makes STX very interesting, and if Bitcoin truly becomes a distant dream for many to acquire, STX might be used as a way for a lot of users to accumulate BTC.

Xverse is available on all major platform such as iOS, Android and also as a chrome app.

Xverse also works with Ledger on desktop, and here is a guide for the same. I have not tested it, and rather created a new wallet to use the STX ecosystem.

If you are looking for other wallets, here are three other wallets that are supported by majority of Stacks DeFi apps. I personally like Xverse because they have been the north star in the growth of Stacks ecosystem.

  • Leather wallet: https://leather.io
  • Asian wallet: Multisig wallet for Stacks and Bitcoin. https://asigna.io
  • OKX Wallet

The list of new wallet is continue to grow, and I would suggest to stick with established wallet like Xverse or Leather or even OKX wallet. As per the official site, these are some more wallets.

How to get STX (Buy STX) –

Before you start using any of the Stacks DeFi apps below, you need to buy STX and withdraw it to your Stacks wallet. The block time for Stacks is 5 seconds after Nakamoto upgrade.

STX is available on all major crypto exchanges, and you can buy STX from any of these exchanges.

Where to buy STX token:

After that, withdraw STX to your wallet so that you can start the DeFi action on Stacks ecosystem.

Alright, so I assume you already have STX on your wallet, and now you are ready to do a lot of things from here.

Note: None of these is an investment advice, and should be use as an educational content. Feel free to use this as a basis of your research and build your knowledge.

Now, there are going to be primarily three types of users:

  1. Traders – You are better off keeping your STX on your crypto exchange and trading when and as you like.
  2. Long-term investors – You can withdraw STX to your Xverse wallet and stake it on a liquid staking platform or even directly stake using the Xverse wallet (More on this later).
  3. Crypto OG’s – If you have done your research and believe in the narrative of Bitcoin layer 2, you can join and participate in the growth of Stacks and other layer 2 solutions. You can become an LP (Liquidity Provider), early adopter, and so on. This part is often the riskiest and most rewarding.

Based on your knowledge, time available for research and monitoring, and risk appetite, you could pick one or more of the above options.

So far, here’s what we have done:

  1. Set up a wallet to store STX.
  2. Bought STX tokens on a crypto exchange.
  3. Withdrawn STX to the wallet.

Now, let’s explore options for various things we could do with STX.

Note: This article is initially written in April 2024, and things could change really fast in this industry. If you feel this is outdated and need an update, just ping me on Twitter @Creatonicss.

Stacking STX – Stack Token Staking

There are 3 popular ways of Staking STX token:

1. Crypto exchanges (Beginner friendly) –

A few exchanges like Binance offer flexible and locked staking. The rewards are distributed in the form of BTC, which IMO is very good. The max timeframe for which you can lock STX on Binance is 120 days.

2. StackingDao – STX liquid Staking Platform

https://stackingdao.com

StackingDao is the first liquid staking platform on STX. The benefit of liquid staking is that your tokens are liquid; when you stake STX, this platform will give you a token called “stSTX” which can be further utilized on other DeFi apps for generating extra returns.

One important thing to note here is that StackingDao pays rewards in STX tokens instead of BTC.

3. Xverse Wallet STX Staking

Xverse wallet has an in-built Staking option, and here you will earn your rewards in BTC. Personally, Even though I like STX, I prefer earning rewards in BTC.

A good idea is to split your staking into StakingDao (Liquid staking platforms) and Locked Staking on Xverse to earn BTC.

Again, there is no right and wrong here, it all depends upon your personal preference and risk-appetite. Liquid staking is preferred by many as it keep their investment liquid, and this is very helpful when things goes south.

4. Lisalab – STX Liquid Staking platform

https://lisalab.io

Lisalab is a newer liquid staking platform by Alexlab (discussed further in this article). Since it’s a project by Alexlab, it instills great confidence, and it would be interesting to see how this one grows and how having competition in the liquid staking space on Stacks will bring healthy innovation.

You can use my referral code “AE3CE” is you decide to join Lisalab.

Decentralised Exchange and More on Stacks (STX)

As we discuss the growth of an ecosystem, it is logical to expect tools like DEXes, lending and borrowing platforms, and crypto bridges, to name a few. In this section, we will explore all of these products that exist and are growing in the Stacks ecosystem.

Alexlab – Launchpad, DEX and more

Alexlab is one of the first DAPPS you will come across when you are interacting with Stacks ecosystem. Here are some of the features of Alexlab:

  • AMM DEX – Buy/sell your tokens, or provide liquidity to AMM pools.
  • EVM bridge – Transfer your tokens between EVM and Stacks.
  • BTC bridge – Transfer your tokens between Bitcoin and Stacks.
  • BRC20 Inscription – Deploy, Mint, and Transfer BRC20 tokens securely without hassle and unpredictable user experience.
  • Launchpad – Launch your project token using our lottery-based hybrid Launchpad.

Alexlab also have a token called “$ALEX”, and you can read about it here. If this ecosystem grows and Alexlab becomes the #1 solution, we are looking at next Uniwap or Jupiter in making. Again, nothing Is certain and it all depends on factors like growth and adoption, and competition.

Alex is available on following exchanges:

Arkadiko – Mint Stable Coin from the Air 🥴

Arkadiko is a decentralized, non-custodial liquidity protocol where users can collateralize their assets and mint a stablecoin called USDA.

To be honest, platform like Arkadiko where you can mint stable coin using liquid token makes me worry.

Imagine this:

  • You liquid stake STX for stSTX
  • You mint a stable coin using this liquid staked token (stSTX)
  • Buy more STX using minted stable coin
  • Now, rinse and repeat. 🤣

This process couldn’t continue indefinitely and could end up creating a bubble, something we have seen happen every now and then in traditional finance. If I see such protocols becoming too large, I will be extremely cautious.

Another platform called Bitflow allows you to convert these minted USDA tokens for USDC. However, when we look at the pool, we can clearly see how unhealthy this situation is.

Again, keeping an open mind and hoping this all will work out, and ecosystem participant will do their best to stop a scenario like above happening (Bubble).

Stackspulse

Real-time on-chain Stats for Stacks DeFi.

STXTools: Trade analytics and charting tool

Many new projects, both meme and utility, are being launched on the Stacks ecosystem, offering great opportunities for traders and investors to get in early.

Meme projects such as:

are something to pay attention to. This is not investment advice, but rather something you should not ignore.

STXTools will help you see the charts, recent trades, and also aid in whale watching.

Bitcoin Layer 2 List on Twitter:

I have made a list of notable companies, builders and thought leaders on Twitter (X). If you like you can join it here. This list helps me to stay updated with latest in Stacks and Bitcoin layer 2 updates. Always, happy to share notes and learn from others.

If you want to suggest any new addition here, send me a DM on Twitter @creatonicss

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Exploring the Forests of the Sea | Hakai Magazine

Article body copy

This story was originally published by the Bulletin of the Atomic Scientists and is reproduced here as part of the Climate Desk collaboration.

When Maggie Reddy was growing up on the eastern coast of South Africa in the 1990s, the tiny oceanside town where her family lived offered just two recreational options for children: the library and the beach. Though Reddy had been born categorized as Asian because of her distant Indian heritage, the government policy of racial separation was abandoned when Nelson Mandela and the African National Congress party took over when Reddy was six. The two resources straddling the coastal road that ran through town became, for the first time, open to her. She lapped them up. “I was always reading, with massive boxes of books everywhere,” she says. “And I was totally fascinated by this marine environment.”

Other kids delighted in the big, cute marine creatures that inhabit South Africa’s 2,800 kilometers of coastline—octopuses, penguins, seals, dolphins, whales—but Reddy was drawn to the slimy brown and green stuff nobody wanted to touch, and that most people regarded as blocking their view of the fish: seaweed. At 18, she enrolled at South Africa’s University of KwaZulu-Natal, the college closest to home, but soon transferred to the University of Cape Town, on the country’s west coast, because it was one of the few places where phycology—the study of algae—was taken seriously. “I kind of liked the idea of studying something nobody really knew anything about,” she says.

Maggie Reddy, in her lab at the University of Cape Town in South Africa, researches kelp. Photo by Adriane Ohanesian

When I visited Reddy in August, she had planned to spend the day in the field—which is to say, on a boat—but the wind wasn’t cooperating. So we sat in the wood-paneled office she took over from her former advisor at the University of Cape Town, where Reddy is now a lecturer in the department of biological sciences. Pressings of dried seaweed, preserved just like flowers in a book, were stored beside her. (Even today, Reddy’s family hates going to the beach with her because she can’t resist the urge to collect such samples instead of relaxing like a normal person.)

As her marine studies continued, Reddy came to understand that without kelp—an umbrella term for a variety of large, fast-growing marine plants, usually brown or army-green in color, which can also be categorized as a type of seaweed—little of the “charismatic” ocean life in and around it would be possible. Shysharks, ragged-tooth sharks, some species of ray, and other fish lay their eggs among the kelp off Cape Town, and it provides habitat where juvenile and small fish can hide from predators. In other places, it might be different species of kelp and different marine animals, but the seaweed performs the same general habitat-providing role.

The South African marine ecosystem has been significantly understudied compared to offshore life in Europe and North America; science being largely a not-for-profit endeavor, field research tends to occur in places that are easily accessible and near the back doors of major universities, which are more plentiful in the Global North. And kelp forests and seaweeds are significantly understudied compared to other marine ecosystems. Even such obscure topics as salt marshes, seagrasses, and mangroves have seen upward of 10 times as many scientific papers on restoration efforts as kelp has. In the category of Earth’s natural features with the most name recognition, Australia’s Great Barrier Reef probably ranks up there with the Amazon and the Grand Canyon. Still, the Australian Research Council provides less than 10 percent of the funding it has devoted to coral reef research for its kelp forests, even though kelp forests stretch along the continent’s entire southern coast.

kelp

False Bay near Cape Town, South Africa, is one of the few places on Earth where kelp forests are expanding. Photo by Adriane Ohanesian

Such neglect is starting to change—not only in South Africa and Australia but globally—thanks in part to people like Reddy. “Now, it’s been this huge burst,” Reddy says. “Everyone’s getting to know what a kelp forest is.”


Kelp forests cover six to seven million square kilometers of ocean—an area greater than the Amazon rainforest. While the Amazon is branded as “the lungs of the Earth” for its extensive oxygen production, it’s actually marine algae, including kelp, that have been responsible for the preponderance of oxygen in the atmosphere. Kelp forests’ role as biodiversity hotspots, which they also share with the Amazon and other jungles worldwide, make them basically the coral reefs of cold water, except that kelp is even more extensive: kelp is found in more than the 25 percent of coastal areas that harbor corals, covering five times as much ocean area. Reddy suspects that extensive kelp forests proliferate far offshore, too—entire forests we don’t even know about yet. Though we might be familiar with the kelp whose fronds (or “blades”) we can see from the beach floating on the surface, there are species that don’t reach that far up. And there are forests in the distant reaches of vast oceans, providing their ecosystem services out of sight and out of mind. One of these was discovered only in 2018, off southern Mozambique, and hadn’t been predicted in computer models programed to suggest where to look for kelp. “I actually believe there are these deepwater populations all over,” Reddy says. One of her research projects leverages her postdoctoral experience in genomics to find traces of previously undiscovered kelp through environmental DNA.

Copious offshore kelp would be good to know about because of its importance to other life, local and global. Fossil evidence indicates a history of kelp forests going back 32 million years, suggesting they played a role in the evolution of many foundational marine animals. “Kelp forests provide critical ecosystem services to humans, similar to those provided by coral reefs and tropical forests,” Thomas Wernberg, a Norwegian marine biologist at the University of Western Australia, and his coauthors wrote in Science in 2021. An average of $500-billion of services, according to a 2023 estimate, accounting for $6.5-billion in economic activity in Australia alone. Fish and other aquatic foods that are born in or later become inhabitants of kelp forests account for a significant and growing share of the protein consumed by humans, especially in the developing world (though much of the growth is from aquaculture).

But humanity’s interest in healthy kelp forests involves much more than fishing and tourism (and fishing tourism); Indigenous peoples have a long history of using kelp in a variety of ways. “It’s used for medicine, woven materials, pigments …” says Loretta Roberson, associate scientist at the University of Chicago’s Marine Biological Laboratory in Massachusetts. A visit to any garden store will testify to the biostimulant effect of kelp on terrestrial plants, a use that could become key to its expansion as a replacement for the carbon-intensive ammonia-based fertilizers used by major agricultural companies that are coming under social, political (and, perhaps someday, economic) pressure to reduce their greenhouse gas emissions. Kelp is also a potential feedstock for sustainable products ranging from packaging material to footwear.

Also, of course, you can eat it. (And you already have, if you’ve ever had a sushi roll.) With an exceptional nutritional profile, kelp has recently become an ingredient trend among celebrity chefs and devotees of Martha Stewart, and scientists recently estimated that seaweeds could keep 1.2 billion humans alive in a nuclear winter.

Of course, post-zombie-apocalypse humans aren’t the only ones who can benefit from kelp, as Reddy discovered as a child. Examples abound, but the tops for cuteness are sea otters wrapping themselves in it before going to sleep so they don’t drift away and the humpback whales that like to form kelp into hats. (Play? Muscle training? Skincare routine? No one really knows why.)

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Sea otters wrap themselves in kelp so they don’t float away while sleeping and—as this video shows—use it to clean themselves. Video by NOAA/Biodynamics, Inc.

And marine mammals aren’t the only aquatic animals that find kelp useful. Plants sampled in Norway were found to support, on average, 8,000 individuals from around 40 large invertebrate species, including economically significant ones such as lobster; more than 1,800 flora and fauna species were recorded among kelp just in the waters of the United Kingdom. Even dead kelp plays a role. The repellent little insects buzzing around seaweed washed ashore on beaches worldwide are feeding on it; they in turn become food for the crabs making their homes underneath. Oystercatchers lay their eggs in decaying kelp, as do snowy plovers and other birds.

Just as the Amazon rainforest provides oxygen as it absorbs carbon from the atmosphere, kelp plays a role in carbon sequestration—one that is only starting to become well described. Current estimates place the amount at around 173 million tonnes annually (and perhaps as high as 268 million tonnes) or about equivalent to the carbon contained in the annual emissions of five percent of the world’s automobiles. Much of the sequestered carbon is released when the kelp dies, but new growth can replace that, and some of the dead kelp falls to the ocean floor, where it’s sequestered long-term. How much exactly is an area of developing research, but the kelp forests along Australia’s southern coast alone provide three percent of the sequestered carbon in the world’s oceans (i.e. blue carbon), according to a 2020 paper by the University of Western Australia’s Karen Filbee-Dexter and Wernberg (with the total blue carbon amounting to some three percent of annual global greenhouse gas emissions).

Kelp is under severe threat along several vectors. Documented areas of degraded kelp forests total 15,000 square kilometers—and those are just the places science knows about. Over the last 50 years or so, kelp forests in decline have come to outnumber those that are growing and also those in stasis. Kelp killers range from coastal development—as sediment accumulating on the seafloor covers the rocks or other hard surfaces the plants need to fix to—to changes in the ecosystem. Sea stars along the California coast consume sea urchin, which dine on the lower portions of kelp that affix the plants to the seafloor. But a mysterious wasting disease struck sea stars beginning in 2013, and in the absence of such predators, Roberson says, “Sea urchins go berserk, and they mow off the kelp. Anything new that starts to grow, they eat.” Toxic effluents such as the discharge of raw or under-treated sewage don’t help the kelp outlook, either.

diver and urchins

A diver surveys sea urchins in the remnants of a former kelp bed located off the southern Oregon coast. Photo by Scott Groth

The most widespread, severe, and intractable threat to kelp forests is carbon dioxide. California suffered a double whammy after sea stars started to decline when a record marine heat wave linked to climate change struck the region in 2014. Increasing acidification as the ocean absorbs carbon can affect kelp growth, and, in a sad irony, kelp can actually reduce the acidification that goes along with the ocean warming from carbon emissions. Particularly in Australia, the extreme heat that has caused devastating wildfires and coral bleaching has also severely damaged the continent’s kelp. The plants do best in temperatures below 20 °C, which occurs in ever-narrowing bands below about latitude 30° south and above about 45° north in most places. The warming creates a feedback loop, as diminishing kelp reduces the amount of carbon it stores, which leads to more warming, which further diminishes kelp. Increased temperatures seem to degrade the resilience of kelp to other stressors, but when other factors are going well, it can better tolerate the heat, says Aaron Eger, a postdoctoral researcher at the University of New South Wales in Australia and program director of the Kelp Forest Alliance, a nonprofit based in Sydney, Australia. “You can’t just put a marine protected area in and expect it to increase kelp’s thermal tolerance,” he says, “but it’s still a piece of the puzzle. There is increased resilience of kelp forests to heat waves if it’s in a healthier state.” Researchers from the Scripps Institution of Oceanography at the University of California San Diego are finding the same thing with regard to coral reefs. And like coral reefs, nearshore kelp forests protect coasts from the ravages of the severe storms that are increasing with climate change.

Jannes Landschoff is a marine biologist and a project leader at Sea Change Project in South Africa, which has dubbed the country’s kelp beds the Great African Sea Forest (one of two such efforts in the southern hemisphere to rebrand kelp forests as deserving of attention and protection; the other calls Australia’s kelp forests the Great Southern Reef). His deep-set eyes seem to radiate intensity, or maybe it’s just the seriousness of what he’s saying: “It’s difficult to get kelp back once it’s gone, because ecosystems get replaced by other things. Once a stable state is lost, it’s difficult to get back to that level of integrity and complexity.”

map showing location of False Bay

Map by Thomas Gaulkin/Datawrapper


On a crystal clear morning in August, I met Landschoff beside a small cove near South Africa’s Simon’s Town, which, with its artisanal bakeries, impressive ocean views, and Victorian architecture, is basically the Sausalito of Cape Town, except with penguins and baboons. It edges on False Bay, an expansive horseshoe-shaped body of water bounded by 33 kilometers of shoreline on each side, meaning that it’s about the size of Los Angeles, California. (“False” because early European seafarers confused it with nearby bays.) Behind Simon’s Town rises Table Mountain, Cape Town’s iconic topographical feature, and across the bay irregular mountain peaks rise to 1,250 meters barely three kilometers from the coast.

As part of the vague borderline between the Indian and Atlantic Oceans, False Bay is subject to two major currents, one from the west that’s cold and rich in nutrients, the other, warmer one from the Indian Ocean side. “These two currents meeting create favorable conditions for an incredible mixture of biodiversity,” says Loyiso Dunga, whose thesis as a graduate student at the University of Cape Town included the first map of South Africa’s kelp forests via satellite imagery. Indeed, the species diversity of those forests is unique in the world. In summer, trade winds from the southeast create huge upwellings, bringing cool water from the depths toward the surface, which helps the kelp forest grow. As recently as a few decades ago, these winds occurred only on the western shores of South Africa, from Cape Town up to Namibia, but—presumably due to climate change—the annual meteorological event has recently turned the corner eastward, into False Bay and the marine protected area there. “There the kelp is able to establish without the pressures of harvesting and fishing,” Dunga says. As a result, False Bay is one of the few places in the world where kelp is increasing.

Those circumstances seemed to make False Bay a good place to examine a healthy kelp forest (“relatively” healthy, Dunga is quick to point out, having assessed the threat status of all South Africa’s kelp forests), hence my appointment with Landschoff. He was the scientific advisor for the film My Octopus Teacher, which won the 2021 Academy Award for best documentary; he chose for our dive the cove where the film was shot. (I agreed not to reveal which cove, lest it be ruined by busloads of tourists and their sunscreen and sandwich wrappers.)

Jannes Landschoff prepares to dive into kelp forest

Marine biologist Jannes Landschoff prepares to dive into the kelp forest where the film My Octopus Teacher, on which he served as scientific advisor, was filmed. Photo by Adriane Ohanesian

Steps and water slides descend into parts of the cove behind a jetty, for recreational swimming, but it was off-season when I visited, and not even the baboons would join us in the water in this weather: 14 °C in the water, 17 °C onshore. Either because he is insane (what I think) or because he can better track marine life if he’s more connected to his surroundings (what he says), Landschoff prefers snorkeling without a wetsuit—just a hood and mask. But photographer Adriane Ohanesian and I suited up. Landschoff pointed out the seaweed type that’s used for sushi, growing on rocks in a tidepool, and drew my attention to a warty pleurobranch. “It’s a very cool creature that walks around and tries to eat other slugs,” he told me (“walks” being a rather generous description of its method of locomotion). “Such a cool animal,” he said, chuckling. It waddled along the seafloor, just several centimeters below the surface, past sea urchins that had cleverly covered themselves in pieces of kelp.

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A warty pleurobranch moves past sea urchins that have covered themselves in pieces of kelp for sun protection in False Bay. Video by Paul Tullis

They use the kelp as sunscreen, deploying their photosensitive tube feet, which extend between and beyond their notorious spines, to grab onto detritus as it floats by, or they can actually walk on the tube feet until they find a piece. (Yes, sea urchins can move; you just have to slow down to their speed to perceive the movement.)

Landschoff and colleagues discovered two new species of shrimp while filming My Octopus Teacher. “We’re always finding new species,” he said. “We’re very lucky to have a coast like this, with clean water; it’s really a miracle considering how close it is to Cape Town. So we’re trying to explain to funders, the media, and government what a treasure trove this is.” The idea of naming the kelp off South Africa and Namibia the Great African Sea Forest came out of the intensive diving during filming—Landschoff and producer Craig Foster were in the water here nearly every day for seven years—and the realization that the area needed an identity to be conserved. (They borrowed the idea from Wernberg, the Norwegian who had named Australia’s kelp forests the Great Southern Reef.)

“We don’t know where kelp forests grow, we don’t know which species are where and how abundant they are, we don’t know how many different species there are—the absolute basic biodiversity data, we just don’t have,” Landschoff said. Around 45,000 species inhabiting kelp off Europe have been described, while in South Africa it’s less than a third of that. Even though, suspects Landschoff, South Africa’s kelp forest is even more diverse. “Looking at the size and ecology, you’d think it’d have at least as many species, but we really don’t know,” he said. This reflects a larger problem with kelp: “kelp forest” isn’t even defined as an ecosystem, the way “savanna” and “rainforest” are. Reddy estimates that only a quarter of the diversity of seaweed species around South Africa has been taxonomically categorized.

The 1001 Seaforest Species project that Landschoff leads for Sea Change Project is attempting to fill this gap in knowledge in South Africa, and he and colleagues at South Africa’s Stellenbosch University have found 50 species of amphipods (shrimplike crustaceans) living in the holdfast of just one kelp plant. (Holdfasts are comparable to a plant’s roots; they are the part by which kelp fixes itself in space, except that holdfasts are uncovered and kelp absorbs nutrients from water around the entire plant. They look somewhat like the roots of the banyan tree.) Half of these species were not described in the scientific literature, Landschoff said: “It’s absolutely crazy.”

To my chagrin and shivers, it was now time to get in the water. I walked awkwardly in my fins, careful not to step on some organism before it could be discovered by science, until I was far enough out that the water was deep enough for swimming. Resisting my usual tendency to scream-groan when getting into cold water—wetsuits take a few minutes before the water in which they encase the wearer is warmed up by their body heat—I dunked myself and took a look around.

The purpose of this expedition was for Landschoff to show me various aspects of the kelp environment, but he wasn’t even necessary: life teemed beside, below, and above me. A bluish-greyish-purplish fish snuggled up against a frond. And I saw sea stars; a substance resembling cement that’s actually a living being called encrusting coralline alga; nudibranchs—another type of sea slug like the pleurobranch—and goat’s eye limpets, a type of sea snail that grows its shell to fit the rock it chooses as a home. If a predator tries to get under the shell, the snail can slam the shell down on it like a guillotine, sometimes lethally.

Amid the distant surf, lapping waves, and wind, sounds at the surface were indistinct, but I suddenly became aware of Landschoff calling me. He had found an octopus. I swam over and followed his pointing finger to the floor, at that location about a meter below the surface, where I saw a suckered arm extending from beneath a large rock wedged into the sand, forming a sort of cave where the animal had made its home. Octopuses (octopi, Ed Yong informs us, would be correct if the word were Latin, but it’s Greek so it should really be octopodes; in English, octopuses shall suffice) have remarkable camouflaging capabilities. They change not only color but texture in an instant, so the body of this one wasn’t immediately evident. But a closer look revealed more tentacles, a head, and an eye. Landschoff placed his camera outside the den to make a video, and the animal, to my utter astonishment, reached its arm out, grabbed the device, and pulled it back into its den. Landschoff had to intervene to wrest it back.

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A curious octopus inspects a camera in False Bay. Video by Jannes Landschoff

Laughing through my submerged snorkel, I started to choke. I rose to the surface and, losing all journalistic objectivity, managed to exclaim, “THAT WAS THE COOLEST THING I HAVE EVER SEEN.” (I have seen lemurs leaping in Madagascar; starlings swarming in Botswana, blue-footed boobies dancing in the Galapagos Islands; and cheetahs hunting in Kenya, and this statement was not hyperbole.)

“They’re very curious creatures,” Landschoff said, exhibiting far greater calm than I. “I’ve seen them do that before; usually they inspect it with their arms for a few minutes, then toss it back out.”

Back onshore, I asked if the octopus we’d seen might be a relative of the one in the film. Landschoff said it was possible. “You can tell an individual octopus the way you tell apart the puppies in a litter of black Labradors,” he averred. “Though that’ll never pass peer review.”

I recalled what Mike Barron, the marine biologist who leads a research and diver development organization in Simon’s Town called Cape RADD, had told me the previous day, when I accompanied a diving survey at a place called Photographer’s Reef. “The kelp are the keystone species, where if they become imbalanced, like [what] happened in California, it could have a cascading effect on the ecosystem,” he said. The biodiversity that the octopus had so dramatically represented—including key species on the food chain such as rock lobster and crayfish—all comes under threat when a kelp forest is degraded or diminished.

“We don’t really know where is the tipping point,” Dunga later tells me. “But we know what can happen—we’ve seen examples globally.”


Ending the use of fossil fuels, reducing runoff of sediment and toxicants from land, and establishing more marine protected areas are all strategies that have been contemplated as means of conserving kelp forests and stemming their further decline. Each of these efforts being a rather tall order, marine biologists, conservation scientists, and environmental groups are increasingly working at the less ambitious but perhaps more feasible task of restoring kelp forests. Wernberg says such programs “are orders of magnitude behind other ecological restoration efforts in terms of what we need to do to keep up with the current rate of loss”—about two percent a year, or twice as fast as coral reefs. Yet of all coastal ecosystems, underwater forests have the smallest amount of restored area. University of New South Wales’s Eger and colleagues put together a comprehensive survey of kelp restoration projects in 2022; more than three-quarters of the hundreds of restoration projects they managed to document were smaller than a single hectare, and just three were greater than 100 hectares.

Restoration for restoration’s sake is, of course, constrained by funding. The United Nations Decade on Ecosystem Restoration—an effort to “prevent, halt, and reverse the degradation of ecosystems worldwide”—lists not a single kelp restoration project; there are 19 involving forests on land. But because of the many uses of kelp, a growing number of companies are cultivating these giant seaweeds. The rapidly replenished tops of fully mature plants—in some areas, kelp can grow 60 centimeters in a day—are harvested to make growth accelerator or drought protectant for terrestrial crops, as well as alternative plastics, ingredients for processed foods, food itself, and (one is obliged to mention) algae-derived biofuels. (Companies have been chasing this holy grail for decades without bringing the cost down to anything close to competitive with traditional transport fuels; one, California’s Solazyme, gave up and started making cosmetics from its algae instead.)

map of South Africa and Namibia

Map by Thomas Gaulkin/Datawrapper

Curious as to whether the profit motive might be the engine that could drive kelp forests back to health, photographer Ohanesian and I piled into a Volkswagen Golf at 4:00 a.m. and headed north from her house overlooking Cape Town’s Hout Bay, driving 11 hours through terrain that brought to mind the US Southwest, into Namibia. There, a company called Kelp Blue, founded in 2020, cultivates kelp from spore to blade to process it into biostimulants (and other products, it hopes). The US-based organization Project Drawdown, which evaluates climate solutions, has quantified drastically expanded seaweed farming as potentially removing 4.7 gigatonnes of CO2 equivalent from the environment before 2050 (more, of course, if the industry is developed further than in their scenario). That’s not a lot in light of total annual emissions of 37 gigatonnes, but it’s more than other ideas that have seen splashy headlines, such as green or cool roofs (one gigatonnes) and expanded high-speed rail (3.6 gigatonnes).

We met cofounder Daniel Hooft in a driveway behind the building Kelp Blue occupies a block from the harbor, three doors down from a Shell fuel station in the port town of Luderitz (population 12,500 as of the most recent census). A jolly coterie of young men and women dressed for a day on the sea (i.e. partially) were loading an ancient Land Cruiser with scuba gear and various other equipment for a dive that we would soon accompany them on.

Hooft, a tall Dutchman with roots also in Canada, spent 20 years with Shell, drilling oil and gas wells and in various management and innovation roles, until he decided he’d rather do something more meaningful with the rest of his life. During this period in the axiological wilderness, his wife attended a lecture by Tim Flannery, who’s sort of Australia’s version of David Attenborough, about the ability of large seaweeds to draw carbon from the atmosphere and boost biodiversity. Telling him about it later, she was laughingly skeptical, but Hooft thought, “Maybe I should read up on this.”

Daniel Hooft

Daniel Hooft, founder and CEO of Kelp Blue, stands outside a former cannery in Luderitz, Namibia, which the company has converted into a processing plant. Photo by Adriane Ohanesian

Seaweed farming, he learned, is hampered by three factors: it is manual, small-scale, and seasonal. Kelp Blue aims to alleviate these problems by growing thousands of hectares, harvesting it mechanically, and finding places on Earth where giant kelp could be grown year-round. An old friend of Hooft’s who used to draw maps for NATO came up with an algorithm to find a place with high nutrients; favorable temperatures, seabed conditions, and regulatory environment; and few logistical constraints. The pin dropped on Namibia. “It was technically an amazing challenge, in an environment I like, and it’d never been done—I had to try it,” Hooft says.

A 29-year-old former student of Reddy’s named Michael Fleischman runs a lab in a refrigerated shipping container in the parking lot for the Kelp Blue building; there, kelp is seeded onto twine. Giant brown kelp is a perennial, so new “stems” (actually called stipes) continually shoot out and up from its holdfast; seed it once, and you’re good for 30 years or so, which keeps costs down. The twines are affixed to nets anchored to the seabed, and the holdfasts affix themselves to the net. In a matter of months, the kelp has grown 15 meters to the surface.

A modern version of a machine the allies developed during the Second World War to harvest wild seaweed to make potash for the munitions industry has enabled a dramatic scale-up from the manual kelp harvesting that’s been practiced for centuries. Kelp Blue patented a bioreactive processing method to bottle the formula the company is now selling.

Kelp has evolved to fight off the sea’s many viruses and diseases, defend itself against enemies, and outcompete other plants by growing rapidly. Hooft’s company is finding in trials on a range of crops in Europe that what works for kelp also works on land. Kelp extract boosts the soil microbiome, accelerating the capture of nitrogen and conversion of the element by soil enzymes into absorbable phosphates that not only help crops grow but improve the soil for the following season. Kelp Blue has an agreement with a European multinational (which Hooft says he can’t name yet, but which you’ve heard of) that has set regenerative agriculture targets, meaning the company will need to get out of ammonia fertilizers and into something more sustainable. “The cost [of kelp soil treatment] is fractional compared to chemical fertilizers,” Caroline Slootweg, a cofounder with Hooft, says.

The ocean is an unforgiving place, though, and the company still runs into unforeseen complications. Once the Land Cruiser was loaded, we rode to the port and headed out in a redeployed 12-meter fishing boat, the Windvogel, that Kelp Blue often rents when it needs to work on the kelp farm. Our destination was a test plot of five hectares, a few kilometers offshore in Shearwater Bay. Along with divers, a dive supervisor, and deckhands, we would be accompanied by Arthur Likando, one of five scientists employed by the Kelp Forest Foundation—a nonprofit mostly funded by Kelp Blue—who are working to measure biodiversity at the farm through observation and environmental DNA sampling while keeping an eye out for any potential negatives that might develop.

boat returning to port

After working in the kelp farm, the Kelp Blue crew returns to port in Luderitz. Photo by Adriane Ohanesian

Kelp Blue’s system design includes a screw more than a meter long, commonly used in the marine trade, that anchors the nets from which the kelp grow to the sea bottom. But the screws keep coming loose. In a way, that’s good news—the kelp is growing so much that under wave action, it pulls the screws out. “The whole bottom here is mudflat,” said Paul Van Gysen, the Windvogel’s 68-year-old skipper. “It’s difficult for us to get a grip.” It’s a challenge that will need to be overcome; you don’t want your feedstock floating off in the Benguela Current to Angola. Empty oil drums marking the plot, once evenly spaced, were now scattered randomly across it. A larger offshore site, which has a gravel plain below it, is also tricky, Van Gysen said: “All our well-meant ideas of keeping everything in place are altered by the sea. It’s a very, very powerful force, and a difficult place to work.”

Other companies are farming kelp, but they’re doing it on sub-100-hectare sites. Kelp Blue has plans for 70,000 hectares (the area, roughly, of 12 Manhattans). It will not be the first company to find that when scaling up, problems encountered are like spots on a balloon: what seems small when it’s deflated becomes quite large after you blow it up.

graphic showing how kelp cultivation affects carbon capture

Cultivating kelp and other seaweeds can play an important role in removing carbon from the atmosphere. But scaling kelp farms up enough to make a difference is challenging. Illustration via Ocean Visions; CC-BY-NC-ND

If it works, Hooft hopes the Kelp Blue system will not only provide a product he can sell but will also take carbon from the atmosphere. “If I only wanted to make money, I would have stayed at Shell,” he said. Carbon credits are not part of his business model because he’s not getting ahead of the science in making any claims about sequestration. The farm will naturally bury some kelp before it’s harvested, as little pieces decay and fall off, but Carlos M. Duarte of the King Abdullah University of Science and Technology in Saudi Arabia and his collaborators wrote in 2017 that “the fraction of [seaweed farming’s] net primary production available to be sequestered is likely smaller than that of wild seaweed stands.” Still, they wrote, sequestration from a kelp farm could equal as much as 10 percent of the emissions avoided by a typical offshore wind farm, per square kilometer of each.

The kelp species the company is growing, Macrocystis pyrifera, forms a canopy, which is the part that’s harvested, leaving the rest for biodiversity. “We should have a regional impact on fish stocks once we’re at thousands of hectares,” Hooft said. “We’d like to get so good at planting forest that we get paid for the ecosystem services.”

Others aren’t so sure. Macrocystis isn’t native to Namibia. Dunga helped Kelp Blue research potential negative impacts on the marine and coastal ecosystem in which they are operating, but the literature of unintended consequences of introduced species is large. The Kelp Blue kelp might compete with native species for resources, crowding them out. What would that mean for phytoplankton, a critical element of the lower food web? Could Kelp Blue induce a dead zone? Or attract new species that haven’t been part of the ecosystem?

Caroline Slootweg

Caroline Slootweg, cofounder of Kelp Blue, examines kelp cultivated on a pilot farm in Shearwater Bay. Photo by Adriane Ohanesian


A science-based approach to kelp restoration could help avert unintended results. One of the factors that has kept restoration projects few and small is that they have involved diving, which is expensive. A novel method, developed at the Norwegian Institute for Marine Research in 2020, gets around the need for most diving by seeding the kelp onto small rocks, which can then simply be dumped overboard—no training, certification, or oxygen tank required. The method’s called green gravel.

About 20 projects on four continents have tried the method or will try it soon. One project that has taken green gravel from lab to ocean is SeaForester in Portugal. It was started by the founder of a seaweed-farming enterprise in Norway who was impressed with improvements to the local environment that he witnessed after harvesting his product. He raised some money and chose Portugal because kelp had once flourished there but had seen rapid retreat in the 21st century.

In January I went to Portugal and visited Cascais, about 45 minutes up the coast from Lisbon, to ask local fishers about their experience with the kelp and the catch. “All the sea forestation and biodiversity and quantity of animals has decreased a lot,” Antonio Olivero said. Speaking with him and his friends, I remembered that journalists’ only rival for the title of profession with the most vociferous complainers are fishers, so I decided that a chef who was hanging out with them, Louis Pereira, could be a more reliable source.

His assessment wasn’t any different. “There used to be big fishing boats coming in to Cascais with seaweeds for medicines and cosmetics,” Pereira said. “Twenty years ago, it just ended.”

map of Portugal

Map by Thomas Gaulkin/Datawrapper

The consensus among these men and a couple of others I spoke to involved the nearby sewage treatment plant. “The plant lacks the capacity to deal with the increase due to the rise in population around here,” Olivero said, “and that’s the biggest reason for the decrease in biodiversity. We don’t have enough fishers here to cause overfishing.” He showed me a video of what he said was the water a few kilometers offshore; it showed an oily film on the surface.

Francisco Teixeira, a director with the department of communication and environmental citizenship at the Portuguese Environment Agency, explained to me in an email that the area off Cascais had been deemed “less sensitive” and so, in 2001, the plant was allowed to provide “less rigorous wastewater treatment.” Nevertheless, Teixeira wrote, the area offshore is rated as having “good chemical status and good ecological status, with no indication of water quality degradation in this area.”

Later that day I met with Ana Margarida Ferreira of Cascais’s municipal sea strategy unit. We were in view of a nearshore break where some local surfers were catching some pretty epic waves, so my conversation with her is not what is foremost in my memory. But according to my notes, she told me that because the storm water drainage system is of an old design, it combines with sewage mains going to the plant. After a storm, the plant can’t handle the extra flow and an overflow is triggered, releasing some of the mixture into the sea. “It happens every winter when there’s a big rain,” she said. Still, Ferreira’s hunch is that a rise in sea temperature is more likely the cause of the kelp retreat. Water quality is improving overall, and it’s not the fishers creating the problem; they use traps and lines, not trawling nets.

Ferreira is also involved with SeaForester, and she pointed out an area beyond the surf break that was the site where the organization tried kelp restoration using a different technique. It wasn’t very successful, and the method isn’t at all scalable.

coastline in Portugal

SeaForester will soon deploy the green gravel technique for kelp restoration off the coast of Peniche, Portugal. Photo by Paul Tullis

That evening, I drove another couple of hours up the coast, to Peniche (I was too late to stop along the way at Nazare, where 15-meter waves are not unheard of in January), to ask SeaForester’s scientific manager, Jan Verbeek, if he thought green gravel would have better results. I found him the next morning with a saw in his hand, standing beside a shipping container parked behind the local branch of Marine and Environmental Sciences Centre (MARE), a research, development, and innovation center that is a joint enterprise of eight Portuguese universities. Around him were scattered polyvinyl pipes, valves, rubber hoses, toolboxes, needle-nose pliers, and a tile saw. He and some colleagues from the center were in the final stages of refashioning the container into a mobile kelp nursery.

“The idea is that restoration is needed in a lot of places where there are no institutes or aquatic facilities that we could use for a nursery,” Verbeek explained. “So we thought we need some infrastructure, but don’t want to build an entire factory every time.” The containers allow SeaForester to park a nursery wherever restoration is needed for as long as it’s needed; future models will include a system to sense water temperature, salinity, and pH levels, so the whole system can be operated and monitored remotely, instead of needing to sample the water all the time.

Jan Verbeek

SeaForester’s scientific manager, Jan Verbeek, in the mobile kelp nursery he is helping to build in Peniche. Photo by Paul Tullis

Inside the container, 196 plastic trays of the type one might use for underbed storage rest on shelves lining either side of the container. Water pumped from larger storage containers flows through a network of pipes into the trays—where the baby kelp will grow on the gravel—then out of the trays again and down past ultraviolet and mechanical filters and into the storage container again, so the system is kept clean and constantly circulating. “Contamination is a common problem across green gravel projects and hard to get rid of,” Verbeek said. “So we try to avoid it from the outset.”

Racks inside the trays hold the rocks, so when they’re ready to deploy, the racks can be lifted out, covered with a damp towel, and placed in a pickup truck, avoiding the need to disconnect all the pipes from the trays and offload those. Lines of LED lights connected to a timer provide the kelp with the energy it needs for photosynthesis. The shelves, racks, and pipe network all had to be built to fit. “Sometimes you don’t feel like a marine biologist anymore, but a construction worker,” Verbeek said over the din of the tile saw, as a colleague constructed yet another interior rack for the trays. “Though I’m definitely developing skills I didn’t have before.”

Trays of water at the Marine and Environmental Sciences Centre (MARE) lab in Peniche

Trays of water at the Marine and Environmental Sciences Centre (MARE) lab in Peniche contain gravel on which kelp spores develop before they are dropped into the ocean. Photo courtesy of Jan Verbeek

Inside the MARE building, marine ecologist João Nuno Franco oversees two labs, one where kelp is grown on the rocks—later to be relocated to the storage container—the other where he conducts experiments to optimize cultivation conditions to improve kelp growth.

Kelps reproduce by dropping spores following some sort of trigger in their environment, such as a change in light or temperature. These can sit on the seafloor for ages if conditions for reproduction aren’t right (at least six years, as far as anyone knows), but at some point they develop into male and female gametophytes—the sexual phase in kelp’s life cycle—which find each other, probably by sensing pheromones. In Franco’s lab, spores harvested from the wild rest in a refrigerator under red lights, so as not to be triggered to develop until he’s ready. He had seeded a batch just before Christmas, and although they were too small to see with the naked eye, Franco assured me that baby kelps were growing on the gravel and would be visible in a few weeks. Once they have grown to a couple of centimeters tall, they will be deployed at sites offshore from Peniche and Cascais. Getting the necessary permits was an issue—turns out there is no such process for nature restoration in Portugal.

After the other technique didn’t turn out so well in 2021, SeaForester tried green gravel at the same location in 2023 and saw good results. They’re hoping to improve on the method with this year’s deployment and achieve a restored canopy. Anyway, the only thing to do is to keep trying. The Green Gravel Action Group shares best practices across the different projects, so that repeated iteration might bring success. In February, SeaForester announced a sponsorship from Torq Surfboards.

Jan Verbeek and João Franco

Verbeek, left, discusses diving logistics with João Nuno Franco, marine ecologist at MARE. Photo courtesy of Jan Verbeek


Reddy isn’t any closer to understanding which existing kelp forests are more at risk for decline than Verbeek and Franco are to knowing why the Cascais kelp restoration effort was unsuccessful. But her lab is leveraging a variety of tools, including mass spectrometry, to determine whether a sea forest is stressed. “If we get a good understanding of the metabolites in nature [that is, the substances that living things produce through everyday biological processes] and how they respond to climate change, we can have an early warning system,” she says. Even though the kelp there seems to be expanding, False Bay is endangered, according to Dunga’s assessment, and that worries him deeply. “If we understand why our kelp forest is expanding—when in California and Australia they’re seeing decimation of vast areas of kelp—hopefully we can prevent something like that happening in South Africa as well.”

As an undergraduate studying hydrogeology, Dunga was exposed to images of kelp forests collected by underwater vehicles; he asked his supervisors if he could accompany them the next time they went into the bay.

“I don’t know what I expected, but it blew my mind,” he says. “It was beyond what I could imagine—a fully functioning forest under the sea.” A grandfather who was a traditional healer and uses marine species to treat ailments supported his change of academic focus. Now, Dunga says, “I go around like a crazy person sharing my interest in kelp forests. Because how do you protect something that is not known? It’s human nature to protect the things we love, and we only love things that we understand.”

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