Saudi Press

Saudi Arabia and the world
Sunday, Jun 01, 2025

Her 10 years Instagram Handle Was ‘Metaverse.’ Last Month, It Vanished.

Her 10 years Instagram Handle Was ‘Metaverse.’ Last Month, It Vanished.

Five days after Facebook changed its name to Meta, an Australian artist found herself blocked, with seemingly no recourse, from an account documenting nearly a decade of her life and work.
In October, Thea-Mai Baumann, an Australian artist and technologist, found herself sitting on prime internet real estate.

In 2012, she had started an Instagram account with the handle @metaverse, a name she used in her creative work. On the account, she documented her life in Brisbane, where she studied fine art, and her travels to Shanghai, where she built an augmented reality company called Metaverse Makeovers.

She had fewer than 1,000 followers when Facebook, the parent company of Instagram, announced on Oct. 28 that it was changing its name. Henceforth, Facebook would be known as Meta, a reflection of its focus on the metaverse, a virtual world it sees as the future of the internet.

In the days before, as word leaked out, Ms. Baumann began receiving messages from strangers offering to buy her Instagram handle. “You are now a millionaire,” one person wrote on her account. Another warned: “fb isn’t gonna buy it, they’re gonna take it.”

On Nov. 2, exactly that happened.

Early that morning, when she tried to log in to Instagram, she found that the account had been disabled. A message on the screen read: “Your account has been blocked for pretending to be someone else.”

Whom, she wondered, was she now supposedly impersonating after nine years? She tried to verify her identity with Instagram, but weeks passed with no response, she said. She talked to an intellectual property lawyer but could afford only a review of Instagram’s terms of service.

“This account is a decade of my life and work. I didn’t want my contribution to the metaverse to be wiped from the internet,” she said. “That happens to women in tech, to women of color in tech, all the time,” added Ms. Baumann, who has Vietnamese heritage.

She started Metaverse Makeovers in 2012. When a phone running her app was held above one of the intricate real-world fingernail designs created by her team, the image on the screen would show holograms “popping” from the nails. This was before Pokémon Go, before Snapchat and Instagram filters became part of everyday life.

She saw the potential to scale the technology to clothing, accessories and beyond, but her investment money ran out in 2017, and she returned to the art world.

In the meantime, Mark Zuckerberg, Facebook’s chief executive, was investing heavily in his own futuristic vision of the metaverse — what he called “an embodied internet where you’re in the experience, not just looking at it.”

“The metaverse,” Mr. Zuckerberg said in announcing his company’s new name, “will not be created by one company.” Instead, he said, it will welcome a range of creators and developers making “interoperable” offerings.

Cory Doctorow, a tech blogger and activist, said this professed openness came with big caveats.

“He built Facebook by creating a platform where other businesses meet their customers,” Mr. Doctorow said, “but where Facebook structures the overall market, reserving to itself the right to destroy those businesses through carelessness, malice or incompetence.”

That vast power, governed by opaque policies and algorithms, extends to the company’s control over individual user accounts.

Facebook has essentially unfettered discretion to appropriate people’s Instagram user names,” said Rebecca Giblin, director of the Intellectual Property Research Institute of Australia at the University of Melbourne. “There can be good reasons for that — for example, if they’re offensive or impersonating someone in a way that causes confusion.”

“But the @metaverse example highlights the breadth of this power,” she said, adding that under Facebook’s policies, users “essentially have no rights.”

On Dec. 2, a month after Ms. Baumann first appealed to Instagram to restore her account, The New York Times contacted Meta to ask why it had been shut down. An Instagram spokesman said that the account had been “incorrectly removed for impersonation” and would be restored. “We’re sorry this error occurred,” he wrote.

Two days later, the account was back online.

The spokesman did not explain why it had been flagged for impersonation, or who it might have been impersonating. The company did not respond to further questions about whether the blocking had been linked to Facebook’s rebranding.

Now that her account has been resurrected, Ms. Baumann plans to fold the saga into an art project she started last year, P∞st_Lyfe, which is about death in the metaverse. She’s also considering what she can do to help ensure that the metaverse becomes the inclusive place she said she had tried to help build.

“Because I have been working in the metaverse space for so long, 10 years, I just feel worried,” she said. She fears, she added, that its culture could be “corrupted by the kind of Silicon Valley tech bros who I feel lack vision and integrity.”
Newsletter

Related Articles

Saudi Press
0:00
0:00
Close
OPEC+ Agrees to Increase Oil Output for Third Consecutive Month
Turkey Detains Istanbul Officials Amid Anti-Corruption Crackdown
Meta and Anduril Collaborate on AI-Driven Military Augmented Reality Systems
EU Central Bank Pushes to Replace US Dollar with Euro as World’s Main Currency
European and Arab Ministers Convene in Madrid to Address Gaza Conflict
U.S. Health Secretary Ends Select COVID-19 Vaccine Recommendations
Trump Warns Putin Is 'Playing with Fire' Amid Escalating Ukraine Conflict
India and Pakistan Engage Trump-Linked Lobbyists to Influence U.S. Policy
U.S. Halts New Student Visa Interviews Amid Enhanced Security Measures
Trump Administration Cancels $100 Million in Federal Contracts with Harvard
SpaceX Starship Test Flight Ends in Failure, Mars Mission Timeline Uncertain
King Charles Affirms Canadian Sovereignty Amid U.S. Statehood Pressure
Iranian Revolutionary Guard Founder Warns Against Trusting Regime in Nuclear Talks
UAE Offers Free ChatGPT Plus Subscriptions to Citizens
Lebanon Initiates Plan to Disarm Palestinian Factions
Iran and U.S. Make Limited Progress in Nuclear Talks
The Daily Debate: The Fall of the Dollar — Strategic Reset or Economic Self-Destruction?
Trump Administration's Tariff Policies and Dollar Strategy Spark Global Economic Debate
OpenAI Acquires Jony Ive’s Startup for $6.5 Billion to Build a Revolutionary “Third Core Device”
Turkey Weighs Citizens in Public as Erdoğan Launches National Slimming Campaign
Saudi-Spanish Business Forum Commences in Riyadh
Saudi Arabia and Spain Sign MoU to Boost SME Sectors
UK Suspends Trade Talks with Israel Amid Gaza Offensive
Iran and U.S. Set for Fifth Round of Nuclear Talks Amid Rising Tensions
Russia Expands Military Presence Near Finland Amid Rising Tensions
Indian Scholar Arrested in Crackdown Over Pakistan Conflict Commentary
Israel Eases Gaza Blockade Amid Internal Dispute Over Military Strategy
President Biden’s announcement of advanced prostate cancer sparked public sympathy—but behind closed doors, Democrats are in panic
A Chinese company made solar tiles that look way nicer than regular panels!
Indian jet shootdown: the all-robot legion behind China’s PL-15E missiles
The Chinese Dragon: The True Winner in the India-Pakistan Clash
Australia's Venomous Creatures Contribute to Life-Saving Antivenom Programme
The Spanish Were Right: Long Working Hours Harm Brain Function
Did Former FBI Director Call for Violence Against Trump? Instagram Post Sparks Uproar
US and UAE Partner to Develop Massive AI Data Center Complex
Apple's $95 Million Siri Settlement: Eligible Users Have Until July 2 to File Claims
US and UAE Reach Preliminary Agreement on Nvidia AI Chip Imports
President Trump and Elon Musk Welcomed by Emir of Qatar Sheikh Tamim with Cybertruck Convoy
Strong Warning Issued: Do Not Use General Chatbots for Medical, Legal, or Educational Guidance
Saudi Arabia Emerges as Global Tech Magnet with U.S. Backing and Trump’s Visit
This was President's departure from Saudi Arabia. The Crown Prince personally escorted him back to the airport.
NVIDIA and Saudi Arabia Launch Strategic Partnership to Establish AI Centers
Trump Meets Syrian President Ahmad al-Shara in Historic Encounter
Trump takes a blow torch to the neocons and interventionists while speaking to the Saudis
US and Saudi Arabia Sign Landmark Agreements Across Multiple Sectors
Why Saudi Arabia Rolled Out a Purple Carpet for Donald Trump Instead of Red
Elon Musk Joins Trump Meeting in Saudi Arabia
Trump says it would be 'stupid' not to accept gift of Qatari plane
Quantum Computing Threatens Bitcoin Security
Michael Jordan to Serve as Analyst for NBA Games
×