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You have to know the past, to understand the present.
How four crypto degens created a billion-dollar ecosystem of cartoon apes and how they have turned @yugalabs in a $4b crypto startup.
A long 🧵
February, 21
All started when @GordonGoner texted @CryptoGarga.
They, both in their mid-thirties, had been friends for a decade before deciding to start something together last year. Both was early in Crypto and also after the 2018 crash they remained believers.
They always admired the CryptoPunks and dreamed from a project with the appeal of the punks but also add value to it. They enlisted two friends, @SassBAYC and @TomatoBAYC, both software engineers, to help build before they really had any idea what they were building 🤓.
Garga texted Tomato, at this time he thought JavaScript was important to make an NFT, which it super isn't. ❌
Second thing which was wrong in his text message was the launch a SMALL crypto project. 🤑
They learned more about NFTs, and became excited about the possibilities opened up by the technology. The artwork as a key to access locked content, experiences, apparel...anything.
There’s a long history of crypto traders affectionately referring to themselves as ‘Apes’.
It’s one of the reasons why some of the most valuable NFTs in the Cryptopunks collection are Apes. They imagined a future where crypto changed the world,where everybody in crypto ‘made it’. Everyone who ‘aped’ or went hard into crypto became rich beyond their wildest imagination.
But then what? What’s a Bored Ape to do?
Their answer: Hang out in a secret club in the swamp, for Apes only. And write graffiti on a collaborative pixel board on the club’s Bathroom wall.
Now it was time to bring the idea of a club, a digital swampland Soho House to life.
The main connection to the tech world was Gordon’s old friend Nicole Muniz @VStrangeYUGA. She had spent the last decade working on strategies for the likes of FB, Google, and startups. “I’m not the person with a creative idea, but I can help you execute it, make it make money.”
After that @migwasher, @thomasdagley and two other artists who prefer to remain anonymous created the design of the club itself as well all kinds of expressions, clothing, and accessories which were then scrambled at random into 10,000 distinct, computer-generated avatars.
April 23, 2021
The Bored Ape Yacht Club launched with a week-long pre-sale. The cost to mint a Bored Ape NFT was .08 ETH, or around $220 in USD at the time. The Bored Apes did not arrive with a bunch of hype. sales were slow, only 500 apes were minted during the pre-sale.
twitter.com/BoredApeYC/status/1385750407268417536?s=20&t=WlZNf2UnWjdD4PCf2XbcAw
May 1, 2021
The remaining Bored Apes (9,500 or so) were minted in one insane night. The collection sold out in the early morning of May 1st 2021. That night, BAYC was the most-used smart contract on the Ethereum network, flipping UniSwap. 🥳
@SassBAYC said: “I’ll never forget the night, it was like two or three in the morning, and I hear my phone ring. I see that it’s Tomato and think something has gone terribly wrong. ‘Dude, you need to wake up right now. We just made a million dollars.’”
The initial sale of 10,000 apes had netted them $2 million, which was also needed for paying their moms back for fronting them the money for BAYC.
While many crypto founders would’ve taken the money and run they have decided to build 💪 and work.
“We hadn’t seen any collections that had a roadmap. There was just, okay, you buy the thing.” said Gordon. “The main thing was that it was a club. But the second thing was that road map. What utility can we design for them?” At this point, they thought of Yuga as “Web3 Supreme.
twitter.com/BoredApeYC/status/1383467162044571648?s=20&t=TgtuY4Yvmig5gW663iOXTg
Ape holders are given commercial rights to their specific ape. You can sell its likeness or make derivatives of it. You can give others permission to use it. It’s yours. You own the underlying Bored Ape, the Art, completely,” the contract declared. More to IP today, later 👇
May 2, 2021
First post from @_PPMan_ in the BAYC Discord.
Happy Birthday btw 🎂
May 29, 2021
The first merch drop only for holders sold out in 6 minutes.
Of course, they knew nothing about fulfillment at this time, they foolishly decided to handle the shipping themselves. 😅
twitter.com/BoredApeYC/status/1398762791587229698?s=20
June 18, 2021
Bored Ape Kennel Club (BAKC) joined the family. Each owner of a BAYC was able to claim a companion dog NFT. All proceeds generated from royalty fees in the first 6 weeks went to several animal charities, after which the secondary sale commission was set to zero.
twitter.com/BoredApeYC/status/1406008682006069248?s=20&t=15e9MGks7ei2OheauNm3gg
August 24, 2021
The BAYC concept got weirder: Ape holders could now “breed” their ape using a “Mutant Serum,” which would morph the avatar into what Gordon describes as a “Thrasher magazine version of the apes,”
First and legendary fuck it tweet, as a teaser of the Mutants:
twitter.com/BoredApeYC/status/1430224271712862208?s=20&t=GvRqCS14DlQVOr__NeStWw
August 28, 2021
Mutant Ape Yacht Club (MAYC) launched. Each owner of a Bored Ape received a serum that could be used to mutate their Bored Ape into a Mutant Ape with corresponding traits. An additional 10,000 Mutant Ape NFTs were also made available in a public mint.
twitter.com/BoredApeYC/status/1431778965740564482?s=20&t=XDbW2x8cBqvmQ7UCDZVzRw
@VStrangeYUGA worked closely with the founders on the drop strategy/pricing, and how they could use mutants to expand the club without feeling any less special. “MAYC could have gone terribly wrong. It was really important that it didn’t feel like a cash grab, because it wasn’t.”
Still, the mutants generated a ton of money, close to $100 million after selling out in an hour, having gone on sale at a starting price of nearly $10,000 each. The timing was perfect. Bored Apes had started to proliferate as Twitter PFPs. Current BAYC members loved MAYC.
October 31-November 6, 2021
ApeFest #1 in New York. Members had access to an exclusive Halloween yacht party, art gallery and limited-edition merch pop up, among other perks.
After Apefest Gordon and Garga asked @VStrangeYUGA: ‘Why don’t you just come in as CEO?’” first a recall but then she started in January and upgraded the original ambition:
“People were still talking about us as monkey JPEGs. We were never gonna get to the place that we wanted
to be if we were just an NFT collection.” Out went Web3 Supreme, and in came “Web3 Disney,” as Muniz describes her vision. The goal now is to build a company with iconic IP assets that it monetizes across a sprawling, interrelated network of games, books, movies, and shows.
January 21, 2021
Holders competed in the week-long BAYC x MAYC Mobile Game Competition. The top 1,000 scorers for each NFT collection were eligible for physical prizes, including a toy plushie, a bong, a sewer-grate sculpture, a pinball machine, and a converted 02 Honda Accord.
twitter.com/BoredApeYC/status/1460441263694655493?s=20&t=UGd995ACuZWT_EPy76Rw-w
“I think the original idea [for the acquisition] came from Guy, our partner,” Gordon said, “and he was the one who helped facilitate that deal.” Yuga did not disclose the value of the deal, but the rumor mill put the price at anywhere between $100 million and $500 million. 👀
March 16, 2022
Yuga introduced @apecoin, a cryptocurrency for all transactions within Otherside. Yuga insisted that it would not control ApeCoin: Technically it was launched and run by a DAO, and the tokens are used to vote for proposals. Bored Ape holders received 15%.
twitter.com/apecoin/status/1504201556165644298?s=20&t=l838P_vXzPzf1MEgcQmg_A
March 22, 2022
Yuga closed $450 million in a seed funding round that gives it a post-money valuation of $4 billion. Yuga decided to raise money because both Gordon and Muniz sensed that a bear market was coming, and they wanted significant reserves.
twitter.com/Ape2047/status/1506376306308571148?s=20&t=-U64TNOSSIt8oCOccaOlOw
April 30, 2022
The Otherside mint. The KYC on somethingisbrewing xyz was to participate in the mint — only those who KYCed was able to participate. Gas was ridiculous 🙈 and not everybody was happy about the KYC.
decrypt.co/99219/otherside-nft-mint-burned-more-157m-ethereum
As you have seen the last few months have been very quiet because YUGA is building, they are working very hard at the moment to scale the company (>80 employees👇), building the collection teams to launch new things in the end of Q4. 💪
twitter.com/0xBonzo/status/1576250869149884416?s=20&t=7yRo5o6NiVmfA2a4KZqYFQ
If you have enjoyed reading please like ❤️ and retweet 🔁 with a comment ✍️.
Tltr:
Trust YUGA 💎✋
We have a great culture. Positive, friendly and helpful. Let's keep it this way!
Yours, ₿onzo🤟
DYOR
twitter.com/0xBonzo