Pharrell Williams ‘integrated’ into Ethereum NFT Project Doodles, says CEO

Name the famous musician and producer Pharrell Williams as brand manager of Ethereum The Doodles NFT project may have seemed like a stunt to some observers. However, the company’s CEO claims that Williams is actually key to the project’s growing mainstream push.

At the WebSummit in Lisbon today, Doodles CEO Julian Holguin spoke about the topic and others during an onstage discussion with Katelin Holloway, founder of VC firm Seven Seven Six and member of the Doodles board, along with Williams. Co-founded by Reddit co-founder Alexis Ohanian, Seven Seven Six led Doodles’ last seed round of $54 million.

Holguin discussed William’s impact on the Colorful Profile Picture (PFP) project, citing his wide range of artistic output through popular culture and ability to reach diverse audiences with his work. His appointment was announced in June.

“From [Williams’] influence on clothing collaborations,” Holguin said, “to his work on ‘Despicable Me’ and film products, to his music, his reach is significant.”

“If we really wanted to go global, we needed to have a creative partner that could help us reach global audiences beyond their current followers,” added Holguin. “[Williams is] not just a supporter of the company – he’s a day-to-day influence on the brand and very involved in many of the biggest decisions we make.”

Holguin discussed a desire for Doodles to create content across a wide range of entertainment media, from music on Spotify and Apple Music to shows on YouTube, noting that Williams would be an “integral part of the business and create the best product .” They are already working on Doodles-inspired music together.

The Doodle’s CEO joined in May after a decade with music industry chart maker Billboard, where he most recently served as president. Holguin revealed at WebSummit that his personal catalyst for entering Web3 centered around a desire to pursue innovation in a nascent space, rather than trying to push Web2 firms toward decentralized models.

“It became clear to me that I could either keep trying to drag a traditional brand into the future, or go and help create the new future,” he explained. “That’s ultimately what led me to Web3 and blockchain technology.”

Holguin argued that the technological complexity of blockchain networks remains high barriers to entry for onboarding consumers. He claimed that Doodles is a brand that intends to “color the world with joy,” using vibrant artwork as a welcoming and “disarming” invitation to the wider experience of the project.

He believes the style will help Doodles’ wider expansion, as will the how NBA top shot used appealing basketball video highlights to draw people in NFT room. Doodles have already generated over 535 million dollars worth of secondary trading volume since its launch in October 2021, and the team plans to launch a larger Doodles 2 collection ahead.

“I think that art is going to be the tip of the spear for the onboarding process going forward,” Holguin concluded.

Holloway’s view

Before that he co-founded Seven Seven Six – which has also funded notable NFT startups Yuga Labs and Proof—Holloway worked for prominent Web2 firms, including Reddit and Disney’s Pixar Animation Studios. Reflecting on Seven Seven Six’s decision to lead Doodle’s $54 million seed round, she emphasized inclusion and diversity as core attractions.

“We’re investing in the team that we believe can bring incredible innovation to the space and have a very keen eye for inclusion,” Holloway explained, “ensuring we’re bringing everyone along for the ride.”

After the discussion on stage, Holloway spoke with Decrypt about how the troubled economic landscape has affected her temperament for strategic investments in the Web3 space. “I haven’t really changed my strategy,” she declared, citing the experience of having “lived through so many economic downturns.”

“I was raised by a woman who was raised by a woman who lived through the Great Depression,” she said. “So my family has always thrived in moments of less and less.”

The crypto market crashed in May in the middle collapse of Terra’s UST and LUNA, sending ripples through the wider blockchain ecosystem. The NFT market have suffered, too. But there is a lot of economic pain going around on a macro level right now. Holloway said there is also “opportunity” as prices fall and expectations shift.

“I’ve always been very disciplined and pragmatic in my investments, so I always focus on things that I’ve been focused on for years,” she shared Decrypt. “But I think there’s an incredible opportunity at this moment.”