From Red Carpets to Blockchains: The Celebrity NFT Revolution
Welcome to Ludo’s series which delves into the usage of Non-Fungible Tokens (NFTs) across various sectors. At Ludo, our mission is to simplify the complex Web3 space and empower you with the information you need. With this series, we aim to clarify the expanding world of NFTs, a concept revolutionizing digital ownership, creativity, and interaction.
In this digital era, NFTs are upending traditional models, redefining value across fields from art and music to gaming. They hold the potential to reshape any industry they infiltrate.
The series will be broken down into several articles, each focusing on a distinct sector. Our first piece delves into the realm of celebrities using NFTs for fan interaction, influence monetization, and reimagining fan engagement. We’ll continue to spotlight other industries, demonstrating NFTs’ diverse applications and extensive influence.
Each article will offer a thorough analysis of NFTs’ role within its corresponding industry, highlighting their benefits, hurdles, and future possibilities. We’ll be reviewing real-world examples, arranging them into digestible charts, extracting insights, and shedding light on the pioneering trends within the NFT sphere.
Whether you’re a professional looking to understand NFTs’ implications, a keen observer wanting to keep up with digital trends, or simply fascinated by the fusion of technology and creativity, this series will provide a detailed exploration of the NFT phenomenon.
Let’s begin our journey with our first examination of the dazzling world of celebrity NFTs!
Celebrities, NFTs, and the Web3 Revolution
The Web3 revolution is sweeping across industries, and the star-studded domain of celebrities isn’t untouched. Celebrities, who’ve mastered connecting with fans and generating revenue via social media, now harness the power of Non-Fungible Tokens (NFTs).
These unique digital assets stored on a blockchain allow celebrities to monetize their influence and work, enhancing fan interaction and creative control. Lindsay Lohan, the trend’s early adopter, auctioned her NFT “fursona” character via Canine Cartel, a notable example. This auction, lasting 72 hours, peaked at a $1,649.33 bid.
NFTs empower celebrities to generate unique digital assets linked to their persona or artistry. These can include digital art, music, virtual merchandise, and experiences. By selling these tokens directly, celebrities avoid middlemen, retaining control over their intellectual property. Furthermore, these digital assets can accrue value over time, potentially benefiting both the celebrity and the NFT-owning fan.
With the accessibility social media provides, celebrities can leverage their following using NFTs. They can bolster fan relationships, enhance loyalty, and explore new revenue channels by offering exclusive NFTs. For fans, an NFT associated with their beloved celebrity becomes social currency, boosting their status in the fan community.
Beyond monetary incentives, NFTs offer a platform for creative exploration. Celebrities can venture into new artistic forms, digital experiences, and art. Tokenizing and selling these as NFTs offers fans unique engagement opportunities.
In this piece, we’ll delve into how NFTs are redefining celebrity-fan relationships, offering novel ways to monetize influence, reward engagement, and express creativity. Here’s a glance at the most standout celebrity-launched NFT projects:
Lindsay Lohan | March 2021 - August 2022
Lindsay Lohan “Fursonas” NFT Collection
Lindsay Lohan has partnered with Canine Cartel, an online company, to auction off an NFT of her furry “fursona” character. A fursona is a furry persona that is part of a subculture interested in anthropomorphic animal characters with human personalities and characteristics.
The NFT auction doubles as a membership to the Cartel and will run for 72 hours. The highest bid for Lohan’s custom “fursona” was $1,649.33. This is not the first time that Lohan has released content as an NFT. In March 2021, she released a new track called “Lullaby” via the same method, with the objective of delivering a message of empowerment to embrace the unique beauty nature has blessed us with.
Bella Hadid | July 2022
CY-B3LLA Collection
Supermodel Bella Hadid has teamed up with the CY-B3LLA NFT platform to roll out a collection of 11,111 unique NFT art pieces, all based on her likeness. These digital assets are conceived as cybernetic souvenirs, each one a digital collectible that features a 3D model of Hadid. To authenticate these pieces, each one comes with a digital certificate or record, ensuring the validity of the purchased asset.
An aspect that makes this collection special is the involvement of ten different artists who were invited by Hadid to create art using 3D scans of her figure. The result is a series of captivating portraits featuring Hadid as an animated cyborg queen.
Hadid’s passion for gaming and fascination with the virtual reality that gaming offers inspired her to delve into NFTs. This project allows her to merge her interest with her professional life, creating a novel connection with her fans.
As an added perk, buyers of Hadid’s NFTs are not merely acquiring a digital art piece. They are also given the opportunity to interact with Hadid through online and real-life meet-and-greets, accentuating the community aspect of the CY-B3LLA platform.
To own a piece of this NFT collection, Bella Hadid has established a waiting list. Now that the CY-B3LLA platform is live, potential buyers can secure their chance to claim a digital piece of Bella Hadid. It’s a compelling example of how physical and digital worlds can intersect, encapsulating the spirit of a contemporary supermodel within the innovative realm of NFTs.
Tony Hawk | December 2021 - July 2022
Tony Hawk Last Trick Skateboard Collection
In December 2021, Autograph launched the Tony Hawk Last Trick Collection, which commemorated Tony’s retirement by creating limited-edition NFTs of five of his most memorable tricks.
Autograph has also released the Tony Hawk Last Trick Skateboard Collection, which consists of 3D scanned digital replicas of the exact skateboards Tony used to complete those tricks, along with a physical skateboard signed by Tony.
Tony Hawk has also announced a partnership with The Sandbox, an online game built on the Ethereum blockchain, and Autograph, to create the largest virtual skatepark ever made in the metaverse.
The collaboration includes a collection of digital avatars and access to the virtual skatepark where players can skate with other players. Tony Hawk is excited to bring his culture into the virtual landscape of The Sandbox and is fascinated by the metaverse, stating that he has been a fan of new technology all his life.
Steve Aoki | February 2021 — March 2022
A0K1VERSE Prizmatics
To celebrate A0K1VERSE’s one-year anniversary, Steve Aoki, a world-renowned DJ and Grammy-nominated music producer, has teamed up with 3D artist Reuko to create a new NFT collection called A0K1VERSE Prizmatics.
The collection was available for purchase by the public at a mint price of 0.02 ETH, but it will be free for all A0K1VERSE holders. The Prizmatics NFT collection consists of unique compositions by Aoki and designs by Reuko, inspired by the cosmos, and timed to the movement of the Shard, the primary design form in the A0K1VERSE.
Eminem | April 2021 - December 2021
SHADYCON by Eminem
Eminem has released his first NFT collection, providing fans and collectors with a unique opportunity to own a piece of the legendary rapper’s digital art.
The NFT drop was inspired by Eminem’s passion for collecting vintage toys, comic books, and trading cards, which he has been doing since his childhood. The collection is modeled after traditional “Con’’ gatherings where fans come together and trade their wares. Eminem is no stranger to the NFT world, having launched his own beat-inspired animated NFT collection of Stans in April 2021, and joining venture funds that added almost $30 million to the NFT platform called Makersplace in August.
Kate Moss | October 2021
The Moments in Time Collective
Kate Moss, in collaboration with Moss’s NFTs, has released a trio of short video works as NFTs, conceived by the artist herself. Standing apart from other NFTs currently available, Moss’s creations offer a glimpse into genuine life moments, such as sleeping, walking, and driving.
Moss holds the belief that the essence of art lies in capturing fleeting moments. She is curious about who might be interested in owning a piece of her life encapsulated in these moments. These NFTs were put up for auction on Foundation, with the proceeds being channeled towards the Gurls Talk foundation, an organization focused on mental health.
Those who submitted the highest bids for each work received a shoutout on Moss’s Instagram account. This collaboration illustrates the potential of NFTs as a conduit for creators and collectors to connect directly, consequently pushing the boundaries of what is traditionally considered fine art.
Cara Delevingne | May 2021
ThisIsNumberOne NFT Project
Cara Delevingne has collaborated with Chemical X Lab to auction an NFT, which is a video of herself discussing her vagina. The intent of this video is to generate funds for Delevingne’s foundation, which advocates for an array of causes, including women’s empowerment, Covid relief, support for LGBTQIA+ organizations, environmental initiatives, and combating institutional racism.
Chemical X has additionally launched four other NFT pieces on his platform, ThisIsNumberOne.com. According to the press release, this site stands as the world’s first NFT platform to utilize Bitcoin for minting art. Other notable contributors to the project encompass Fatboy Slim, Dave Stewart of the Eurythmics, British electronic music duo Orbital, as well as a standalone piece by the artist.
Emily Ratajkowski | May 2021
“Buying Myself Back: A Model for Redistribution” NFT
Emily Ratajkowski, a model and writer, has created an NFT (non-fungible token) that was auctioned at Christie’s on May 14th, 2021. The NFT, titled “Buying Myself Back: A Model for Redistribution,” aims to establish control over the use of her image.
Ratajkowski was shocked to discover that a nude photo of herself was displayed at the Gagosian Gallery in 2014 as part of an exhibit by artist Richard Prince. She tried to buy the piece, but it was purchased by a gallery employee. She eventually acquired a second “Instagram painting” of herself, which she and her boyfriend purchased for $81,000. The NFT includes a digital composite of Ratajkowski posing in front of the Richard Prince painting in her Los Angeles home.
Ellen DeGeneres | April 2021
Ellen’s First NFT Sale Raises $33,495 for Charity
Ellen DeGeneres’ first foray into the world of NFTs (non-fungible tokens) did not generate significant profits, with total sales of $33,495. The NFTs were sold on Bitski, with the proceeds going to charity.
The highest-selling item was an NFT of DeGeneres’ monologue on the subject of NFTs, which went for $14,555. The purchaser, @thattallfamily, also received a digital copy of “Woman With Stick Cat” and a signed physical copy of the picture. In the second auction, limited-edition copies of “Woman With Stick Cat” were sold for $2,500 each, and 64 digital copies of the selfie were sold for $100 each.
The auction was open for 24 hours. While DeGeneres poked fun at her own lack of understanding of NFTs, her NFT sales were far from the high prices some other NFTs have commanded.
Snoop Dogg | March 2021 - April 2021
“Journey of the Dogg” NFT Collection
Snoop Dogg has announced plans to turn Death Row Records, a record label he acquired from Blackstone-controlled MNRK Music Group, into an NFT label. He launched one of his first NFT collections, “Journey of the Dogg,” which saw one token sold at auction for over $100,000. Snoop believes that NFTs have great potential in music and that labels will eventually need to come on board and embrace blockchain technology.
He has also partnered with gaming platform The Sandbox to sell “The Snoop Verse Early Access Pass” which grants buyers the access to experiences in The Snoop Verse, his own branded world within The Sandbox platform.
There were 5,000 early access passes minted using blockchain technology at the time of its launch. Each one currently costs a bit more than $600, and according to The Sandbox, there are currently 1,114 owners, which means that the sale has generated nearly $700,000 which is a significant haircut from the $1.7 million it had generated earlier in the year.
Paris Hilton | 2019 - April 2021
Paris Hilton’s Avatar Collection
Paris Hilton’s company, 11:11 Media, has created a virtual world in The Sandbox metaverse platform, where she planned to sell digital goods and interact with fans.
The Sandbox is a decentralized virtual world that includes virtual real estate and amusement parks, with partnerships with brands and celebrities such as Snoop Dogg, Adidas, and Steve Aoki. Hilton has also planned to sell Paris-inspired NFTs and host virtual parties in her virtual Malibu mansion with 11 different avatars.
Hilton said in an interview that she also plans to expand her virtual world to other platforms and work with different brands on digital wearables and other exciting projects.
This is not Hilton’s first move into the metaverse as previously she built “Paris Hilton World” inside Roblox in late 2019. She also launched the space with a virtual New Year’s Eve party in which her avatar DJ’ed. Then she DJ’ed what she called a “Neon Carnival” festival timed to Coachella. Roblox said that Hilton’s virtual world has been visited by nearly 544,000 fans however it was not stated how much revenue it has generated.
Grimes | February 2021
The WarNymph Collection
Grimes, an artist known for her music and visual art, has launched her first NFT collection called “WarNymph.”
The collection features the character WarNymph, who is the Goddess of Neo-Genesis and represents perpetual regeneration and the power to shed old corrupt skin.
WarNymph is a digital entity created from a pixel DNA of Grimes, merging raw images of a photogrammetry scan with a retopologized mesh that was sculpted and modeled into various forms before being permanently sealed into the body of a baby angel.
The project explores the fluidity of identity in the virtual age and the ability to create unlimited avatars and boundless worlds. A portion of the NFT sales will be donated to Carbon 180, a non-governmental organization focused on reducing carbon emissions.
Shawn Mendes | February 2021
Wonder: Shawn Mendes x Genies
Canadian singer Shawn Mendes has teamed up with avatar company Genies to release “Wonder: Shawn Mendes x Genies” which are digital wearables as non-fungible tokens (NFTs).
The collection, featuring concert-style collectibles, will be available on the NFT marketplace OpenSea, which will host its first “digital goods drop”. This move puts OpenSea in competition with Nifty Gateway, which has already cornered the market for celebrity releases.
The NFTs will allow fans to adorn their digital alter-egos with limited edition and licensed swag. Proceeds from the sale will be donated to a grant program for aspiring digital artists supported by Mendes’ charity. Genies CEO Akash Nigam said Mendes will release more NFTs as his career progresses.
Jack Dorsey | December 2020
An NFT out of his first-ever tweet
In 2020, Jack Dorsey created an NFT of his first-ever tweet which later sold for $2.9 million. However, in a recent auction, the highest bid was only $280, and current bids on OpenSea only amount to around $10,000.
The initial high price may have been due to the hype surrounding NFTs in March 2021. Although the NFT has historical significance, some argue that the high price was not justifiable and may have been the result of the greater fool theory.
Sina Estavi, who bought the NFT for $2.9 million, put it up for auction for $50 million but received no serious bids. Some believe that the purchase was simply a publicity stunt for Estavi’s NFT collection.
NFT Use Case Comparison
Analysis
In the constantly changing digital world, celebrities are increasingly harnessing Non-Fungible Tokens (NFTs) to engage with fans, capitalize on their influence, and reshape fan interaction. They’re moving beyond typical social media platforms, using NFTs to craft distinctive digital experiences that mirror their personal brand, artistic creativity, and the causes they champion. Here, we’ll explore the top six ways that celebrities are using NFTs to take full advantage of their social followings and enhance fan engagement:
- Digital Collectibles and Art: Celebrities are creating unique digital assets based on their image, personality, or career highlights. These NFTs serve as collectibles or pieces of art that fans can purchase, own, and trade. This not only provides a new revenue stream for celebrities but also allows fans to possess a piece of their favorite star’s digital persona or artistry.
- Community Engagement and Interactivity: NFTs are being used to offer exclusive experiences and foster community engagement. This can include access to virtual meet-and-greets, participation in online games, or the ability to explore a celebrity’s virtual world. These experiences provide new ways for celebrities to interact with their fans and for fans to engage with each other, enhancing fan loyalty and community building.
- Philanthropy and Social Causes: Many celebrities are tying their NFT initiatives to philanthropic causes, with proceeds from NFT sales going to charity. This aligns the celebrity’s social influence with their social responsibility, and allows fans to contribute to worthy causes while acquiring unique digital assets.
- Intellectual Property Rights: NFTs allow celebrities to assert control over their intellectual property. By creating and selling NFTs based on their image, work, or personal life, celebrities can retain control over how their persona is used and monetized.
- Monetizing Social Media and Online Presence: Celebrities are leveraging their social following to promote and sell NFTs. This includes using social media to announce NFT drops, auction off NFTs, or recognize high bidders. By tying NFT sales to their online presence, celebrities can monetize their social influence and provide unique opportunities for fans to engage with them.
- Virtual, physical or phygital merchandise: NFTs are being used to create and sell virtual, phygital (assets that exist in both digital and physical reality) or physical goods or wearables. These can be used by fans in virtual worlds or online games, providing a new form of interaction between the celebrity and their fans.
Conclusion
NFTs are revolutionizing the relationship between celebrities and their fans, transforming it from passive admiration into active, immersive engagement. This shift isn’t fleeting; it’s a game-changing approach that hands celebrities an unmatched degree of control, creative freedom, and connection with fans.
NFTs mark the dawn of a new fan engagement era, making followers active participants in their idols’ universe. The power dynamics are changing, providing celebrities with the reins to their intellectual property, and fans a personal investment in their favorite star’s world.
As NFTs progress, their utility for celebrities will expand beyond just being a platform for art or merchandise. They will evolve into an interaction medium, a pathway for social impact, and a canvas for unrestrained self-expression. In our rapidly digitizing world, NFTs are fast becoming a celebrity’s passport to the metaverse.
So, hold onto your seats, because the future of celebrity-fan interaction is here, and it’s non-fungible. The digital curtain is up, and the NFT show is only just beginning!
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We want to shine a light on our partner, MOCAPP, who helps brands find the perfect celebrity to help them stand out. This could be the secret to a winning campaign.
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MOCAPP’s work matches well with the ideas we’ve discussed above, showing how digital things, famous people, and successful brands can all work together.
Check out MOCAPP and how they can boost your brand here.
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About Ludo
Ludo is a multi-chain discovery platform offering easy access to the best opportunities for NFTs and Metaverse experiences and apps. To achieve this, Ludo is collecting and structuring data from various on- and off-chain sources, grouping them into collections, and using them as the basis for personalised experiences. Ludo empowers users to leverage their time, skills, knowledge, wealth, or reputation to explore and fulfil their true potential in the Metaverse. Learn more about Ludo on the official website https://www.ludo.com.
