Gary Vaynerchuk, widely recognized in the entrepreneurial world as Gary Vee, made significant contributions to the NFT landscape during 2021 and 2022, particularly through his project, VeeFriends. As the founder and CEO of VaynerMedia, Vaynerchuk successfully introduced thousands of newcomers to the blockchain by launching VeeFriends, which has often been misinterpreted by those outside of his following.
VeeFriends features an extensive array of almost 300 unique characters, all of which Vaynerchuk hand-drew himself. The original Series 1 collection comprises 10,255 NFTs, representing 268 characters with various traits that aim to promote positivity. At the time of its minting in May 2021, this unique offering coincided with the explosive growth of other NFT projects and garnered a lot of attention, particularly after Beeple’s sale of “Everydays: The First 5000 Days” for $69 million.
The project is not merely a collection of NFTs but rather an evolving ecosystem that provides community members with utility and access to events like VeeCon, Vaynerchuk’s own conference akin to SXSW. Andy Krainak, the president of VeeFriends, emphasized that the initiative is continuously expanding, evolving into comics, collectibles, and various collaborations across multiple sectors.
Reflecting on the initial minting event, Krainak shared foundational insights into the intense emotions surrounding its launch. Living in Vaynerchuk’s apartment during the lead-up to the release, he witnessed first-hand the drive and passion Vaynerchuk brings to the project, describing it as “the most emotional” he had ever seen him. He highlighted how Vaynerchuk invested not just capital but his reputation into making VeeFriends a success.
Since its inception, the VeeFriends universe has diversified to include additional NFT collections like Book Games and Series 2. The Book Games collection was tied to purchases of Vaynerchuk’s book “Twelve and a Half,” wherein purchasers received mintable NFTs that could be utilized for various benefits. Meanwhile, Series 2 introduced 55,555 additional NFTs and featured animated versions of 236 characters from the original series, thus establishing a new level of engagement through dynamic storytelling.
Not only has VeeFriends expanded into digital collectibles, but it has also made physical merchandise and partnerships with brands like Topps, Reebok, and Toys R Us. Ongoing efforts to engage audiences through YouTube Kids cartoons reflect Vaynerchuk’s vision of an all-encompassing brand that resonates across ages.
Krainak’s personal journey within the Vaynerchuk ecosystem began in 2013 when he became an intern at VaynerMedia. His rise to become VeeFriends president coincided with the NFT boom, allowing him to leverage close collaboration with Vaynerchuk.
Working closely with him, Krainak found that Vaynerchuk’s involvement is hands-on, influencing everything from character design to the overall messaging and aesthetic of VeeFriends. Vaynerchuk’s relentless work ethic stems from his upbringing, including his family’s escape from Soviet Russia, which he attributes to his 24/7 dedication.
In a rapid-fire Q&A with Krainak, he shared his perspectives on cryptocurrency, favorite VeeFriends characters, and what individuals may overlook about the project. He emphasized that VeeFriends is a legitimate, transmedia company focused on storytelling across various platforms, not just another NFT project.
With plans for future VeeCons confirmed, the community eagerly anticipates the next steps for what has become a vibrant and inclusive universe of characters and collaborations, continuing to build on its mission of spreading positivity and creativity through digital ownership and community engagement.
