Founded by Randi Zuckerberg, HUG is a social marketplace that allows artists to sell digital and physical goods, and connects them with current and prospective collectors. Through a community-driven, decentralized curation process, HUG spotlights diverse creators, including and especially those from underrepresented and marginalized communities. HUG is also known for HUG Studios, which offers educational and advisory programs for Web3 startup founders and creative entrepreneurs. In November 2022, HUG consolidated the Meta Angels NFT community under its parent company Assemble.