It’s laborious to disregard the influence Gary Vaynerchuk (aka Gary Vee) had on the NFT house in 2021-22. The founder and CEO of VaynerMedia and prolific content material creator onboarded 1000’s of recent folks onchain with the launch of his undertaking, VeeFriends.
For these exterior of the Vaynerchuk ecosystem, VeeFriends was misunderstood when it launched and for a lot of, nonetheless stays so immediately. It typically sits exterior the common discourse on NFT Twitter and its in depth character base could make it appear advanced to the causal NFT degen.
However regardless of this, four-plus years on, VeeFriends continues to increase its universe. Whereas the model and IP was born out of the blockchain, VeeFriends has crossed over into totally different worlds and niches most NFT collectors wouldn’t even concentrate on.
We sat down with VeeFriends president Andy Krainak to debate what’s been cooking at VeeFriends and what it’s wish to work with Vaynerchuk on a undertaking whose mission assertion he describes as: “Brick by brick, we construct”.
What’s VeeFriends: The start
Vaynerchuk has described VeeFriends as his “Pokemon, Disney, Sesame Road or Marvel,” an IP ecosystem of characters primarily based on traits he believes in and needs to unfold positivity via.
The unique genesis of VeeFriends is the Collection 1 NFT Assortment that minted across the similar time as Bored Ape Yacht Membership and Meebits, and simply two months after Beeple’s iconic $69 million sale of “Everydays: The First 5000 Days,” which set rocket gasoline underneath the rising class of crypto.
All the Collection 1 VeeFriends had been hand-drawn by Vaynerchuk himself and are described because the grail collectible within the VeeFriends universe. The gathering options 10,255 NFTs, representing 268 distinctive characters. Of those, 236 characters are IP characters that grant admission to VeeCon, comparable to Present Goat NFTs and “entry tokens” comparable to Basketball Butterfly and Facetime 5.
NFTs with “utility” weren’t but cliche through the lead as much as the VeeFriends mint, and Vaynerchuk was forward of the curve attaching a three-year ticket to VeeCon for 2022, 2023 and 2024 for every Collection 1 VeeFriend. VeeCon is Vaynerchuk’s model of an SXSW-style convention.
Krainak describes the IP play as always evolving and that it’s not only a conventional NFT undertaking that usually revolves round a single character.
“It’s a universe of over 250 characters which are coming to life via comics and collectibles. Each character could have a distinct origin and which means, but it surely’s grounded in our final collectible, which is a Collection 1 VeeFriend NFT, which unlocks totally different alternatives and benefits both in our collectible ecosystem or with different perks and particular occasions with the VeeFriends neighborhood,” Krainak says.
For Collection 1, the ground worth at present sits at 1.05 ETH ($4,545), however as Krainak factors out, it’s a set that conventional ground worth isn’t the best to translate because of the in depth character library.
“The attention-grabbing factor about VeeFriends is it does have a ground worth however I really assume VeeFriends has 250 totally different ground costs, primarily based on the character. Some characters are far more widespread than others and the costs replicate that.”
“Essentially the most emotional I’ve ever seen him” — Recollections of the mint
With Vaynerchuk’s favourite quantity being 5, the mint had initially been earmarked for five/5/21, however a couple of delays set it again. Krainak recollects how intense that interval was, dwelling at Vaynerchuk’s condominium within the lead-up and in the end seeing his boss probably the most emotional he’d ever seen him as soon as the mint went stay.
“That launch modified my relationship with Gary. I used to be principally dwelling at his condominium for every week. We simply weren’t sleeping. We had been making an attempt to get it accomplished. I actually realized the aptitude he needed to do what he did all through that point. I noticed how fearless he was.”
“He’s a really profitable particular person and businessman. He didn’t have to launch VeeFriends. Was there capital to achieve? Sure, however there’s additionally a lot draw back. He put his status and legacy on the road as a result of he wished to construct this IP, and he thought placing collectibles and his IP first on the blockchain was not solely going to be an unprecedented alternative to construct IP, however to be a blueprint for a way others might do it.”
“That’s probably the most emotional I’ve ever seen him. I feel it was a end result of all the things. All of the laborious work that we did to get to that launch and simply cementing what was going to change into like his life’s legacy as creating an IP.”
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Evolving the VeeFriends universe
Because the authentic launch in Might 2021, VeeFriends has gone on to launch two NFT further collections — E-book Video games in August 2021, and Collection 2 of VeeFriends in April 2022, whereas VeeFriends “Iconics” additionally carved out a slice of the NFT pie within the ecosystem.
E-book Video games tokens had been out there to anybody who bought 12 or extra copies of Gary’s Twelve and a Half guide, his sixth on the time, in August 2021. The guide shot up the New York Instances Bestsellers record, and eligible purchasers of the guide obtained their E-book Video games NFTs in early January 2022. The gathering spanned 125,000 NFTs, however the complete amount is now right down to 98,800 NFTs as these tokens are burnable for sure advantages. The ground worth for E-book Video games sits at 0.18 ETH ($80).
In April 2022, Collection 2 of VeeFriends was launched with a mint of 55,555 NFTs that launched 15 new characters to VeeFriends, together with Resilient Purple Satan, Gritty Ghost and Aggressive Clown. This collection additionally noticed the return of 236 characters from Collection 1, with the unique drawings being dropped at life via animations — a totally totally different feel and appear appropriate for cartoons and future IP improvement. Ground worth for Collection 2 VeeFriends at present sits at 0.052 ETH ($226).
Every Collection 2 NFT additionally obtained a bodily counterpart in a field of the VeeFriends Buying and selling Card Sport.
“One thing that I feel has all the time been vital to Gary and VeeFriends is, apart from the collectibility of the characters and creating reference to the characters, is driving digital possession. And with that, Gary’s all the time been bullish on creating immediate worth with the acquisition of the NFT,” says Krainak.
“For Collection 1, that was entry to VeeCon for 3 years. In Collection 2, it was in case you minted, you bought a field of buying and selling playing cards. That field of buying and selling playing cards proper now’s round $400. It’s virtually about to be the mint worth of the NFT itself.”
The VeeFriends universe has expanded from NFTs into bodily collectibles, comics, content material, attire and popular culture.
Earlier this 12 months, VeeFriends partnered with Topps, with the physicalTopps VeeFriends Chrome playing cards launched in a restricted version that includes 100 of the 250+ characters. The YouTube Youngsters cartoons for VeeFriends have their owndedicated channeland align with Vaynerchuk’s imaginative and prescient of constructing out a model that’s “for those that are for 3-year-olds all the best way to 93. VeeFriends is for each age and each individual.”
Thus far, a few of the VeeFriends partnerships and collaborations embody: UNO, Macy’s, Starter, Chuck E Cheese, Reebok, Toys R Us, Mattel and Nick Kyrgios.
What it’s wish to work for Gary
Krainak started working for Vaynerchuk again in 2013 after stumbling upon Wine Library TV whereas taking a wine course. He was instantly captured by the content material Vaynerchuk was delivering and by the New Yorker’s distinctive communication model.
One tweet and one e-mail later, Krainak joined Vayner Media as an intern and spent the subsequent 9 years main “Staff Gary.” Timing was all the things along with his transition to VeeFriends President in 2021.
“Proper across the starting of 2021, I had simply purchased my first CryptoPunk, and Gary determined he was going to launch his personal IP, first as NFTs, and he wished me to be the president,” Krainak says.
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Krainak says working for Vaynerhuck is “precisely what you’ll assume and count on it to be like working for him. I feel folks can be shocked at how concerned he’s. It might be one thing as random as a DM our social account will get that he needs to know the messaging on how we’re responding again.”
“He’s closely concerned in all the things, however VeeFriends might be probably the most concerned in all of his companies. These are his characters. He drew them. He has a particular imaginative and prescient for a way he needs them to look on a buying and selling card, but alone how he needs his convention VeeCon to be thrown.”
Identified for his nonstop excessive vitality and in-your-face model of communication, Krainak highlights Vaynerchuk’s upbringing in Soviet Russia as a driver for his work ethic.
“He simply loves it and it’s 24/7, continuous. He says that it comes from gratitude and I imagine that when his household was traded for wheat to have the ability to escape Soviet Russia. It actually was humble beginnings.”
“He grew up with 13 folks in a small condominium in New York Metropolis, and I feel these upbringings are why he’s grinding from 6:00 am to 11:00 pm, prepared to speak enterprise.”
Speedy-fire Q&A with Andy Krainak
What’s your favourite crypto?
I purchased ETH round 2019. I’ve all the time beloved ETH. Bitcoin versus ETH, I feel each are winners. I feel the way forward for each these cryptos could be very, very shiny.
Your private favourite VeeFriends characters in case you needed to title 3-5.
It actually ebbs and flows, however I’ll offer you a couple of.
1. Very, Very, Very, Very, Fortunate Black Cat: The brand character. I used to be there when Gary selected it. It wasn’t all the time the brand. It was a pair days earlier than we launched the place Gary determined that he wished it to be the black cat, and I believed that was a extremely particular second. I feel it’s consultant of what VeeFriends is, which is it’s as much as you to outline what success is and what you need your life to be. Individuals say black cats are unfortunate, however who’s to say that?
2. Endlessly Phoenix: Loads of the VeeFriends neighborhood is aware of that is certainly one of my favourite characters. Gary gifted me the Phoenix holo proper after the launch as the primary NFT to ever go away his assortment, in order that type of simply means loads to me sentimentally.
3. Uncommon Robotic: It was all the time a cool character. It was nowhere close to the place it’s now. Creating the Uncommon Robotic music did loads for it.
4. Jolly Jack-O: Having the Funko Pop did loads for it.
5. Chill Chinchilla: We now have an enormous jumbo plushy that’s on our livestreams loads on whatnot. And due to that jumbo plushy simply sitting within the background, it began to achieve extra momentum.
Will we ever see one other VeeCon?
Sure, 100%. At VeeCon 3, we introduced that we’ll be doing VeeCon once more. We didn’t give any additional particulars, however principally mentioned this isn’t the final VeeCon.
What are folks lacking with VeeFriends in your opinion?
That we’re an actual firm. We’re a transmedia firm. We’re storytelling in comics, in YouTube children cartoons, in buying and selling playing cards with the largest most recognizable buying and selling card model on this planet, Topps. We’re on TikTok stay and whatnot stay 60 hours every week, and that we aren’t going wherever.
What’s a sleeper VeeFriends character?
A humorous one which I’ll give like to is Affected person Panda. Affected person Panda is a top-five character in VeeFriends. Nevertheless it’s really a sleeper character as a result of we’ve given it no shine, and there’s one thing to that. It’s being affected person.
What different NFTs exterior of your VeeFriends do you personal that you simply actually like?
I really personally like v1 Punks. I just like the thesis. I feel they’re hitting an evolution the place it’s now not us versus them with v2 Punks. I’m in love with the concept of getting a pair of my v2 and v1 Punk.
I might additionally say Moonbirds. I actually like Spencer. I met him previous to him taking on the undertaking, and I used to be speaking to him about TCG (Buying and selling Card Sport). He’s simply good and a superb dude, and I used to be pumped after I heard he purchased Moonbirds, and I help him. I feel they’re going to do nicely.
Regardless that I’m at present down unhealthy on it, I’ve a Damien Hirst “The Forex.” I simply imagine within the operator and the creator. I’m additionally huge into bodily buying and selling playing cards too. I’ve a reasonably critical LeBron James assortment, and Mbappe I feel is underrated.
Who’re your favourite follows on X (Twitter)?
Most of my stuff is all of the ETH Maxis, DC Investor, and many others. I actually like Tom Lee and his thesis with BitMine and Granny Pictures.
I feel OpenSea is doing a superb job making an attempt to do extra editorial content material and constructing the tradition a little bit bit.
Thread Man is a buddy. I like him. I feel he’s been in scorching and tough waters, however I feel he’s doing his greatest to navigate it.
Ansem is humorous. Crypto Twitter is humorous. All of them need the identical factor.
What’s your recommendation to somebody making an attempt to get began within the VeeFriends universe?
There’s a weblog that we have now that principally offers an ideal overview of what VeeFriends is. Exterior of that, my actual reply can be to return and be a part of certainly one of our stay reveals with Gary. By that, you’ll be taught the characters, you will note the neighborhood,and you will note the eagerness and fandom we have now round our characters.
LINKS:
VeeFriends Web site
Andy Krainak X (Twitter)
Gary Vee X (Twitter)
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Greg Oakford
Greg Oakford is the Head of Partnerships for Swyftx and the Group Lead for Australian crypto & web3 neighborhood Upside. He’s an avid NFT collector and the co-founder of NFT Fest Australia. Previous to crypto, Greg was a advertising and sponsorship specialist within the sports activities business engaged on skilled occasions.