Together with Gen-3, The Brand Father launched MET AMS, an in-person festival in Amsterdam where the metaverse and reality converged, drawing over 1500 international visitors. Sparked by the desire to create owned events that foster community and open new opportunities, MET AMS aimed to establish a safe and creative environment. Here, participants from across the globe could explore the metaverse, engage with emerging technologies, and connect with like-minded individuals. The four-day festival featured keynotes, panels, talks, and workshops, alongside immersive experiences and installations from over 100 thought leaders, artists, and brands. It delved into various aspects of metaverse culture, addressing the impact of NFTs and the metaverse on industries ranging from art and music to fashion and gaming, while also emphasizing important issues like diversity, inclusion, and sustainability.