Digital Avatar and Influencer Lil Miquela Releases a NFT Collection

Sam Blake

Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake

Digital Avatar and Influencer Lil Miquela Releases a NFT Collection

The virtual influencer Miquela Sousa, aka Lil Miquela, whose rise has garnered equal parts uproar and admiration, continued her foray into NFTs on Wednesday with part two of a five-part series that promises to "tell a special story over time."


Brud, the L.A. startup behind Miquela and a handful of other characters with fully fledged digital identities across social media, is doing the free drop to hype up their superstar avatar and expand her narrative. An announcement from the company said the underlying artwork, called "Unseen by eyes but forged in stone," can exist as a standalone piece or as part of a collection that will roll out over the next several months.

Brud appears to be gamifying the collection of tokens to unlock a unique, surprise reward.

"This NFT is part of a larger series featuring Miquela," the company wrote in a Google doc linked in Miquela's tweet announcing the drop. "Each NFT in this series serves as a piece to a larger puzzle. Each piece will work together to tell a special story over time. The only way to access the story before anyone else is to own each NFT and connect them together along the way."


Users could claim one of the available 1,500 NFTs by replying to Lil Miquela's tweet with the address to their crypto wallet.

Brud, valued at $144 million, said it will deliver the tokens within 24 hours. Users had to agree to let the company contact them in the future for marketing purposes.

Within three hours the post had received nearly 4,000 comments and been retweeted over 1,600 times.

Upon validation of users' addresses, Miquela's Twitter would post a response.

"Obsessed with u, there's 1481 left!"

"We're making history, TYYY!! there's 1377 left!"

"We're making history, TYYY!! there's 1203 left!"

And so on.

Since debuting on Instagram in 2016, Lil Miquela has picked up three million followers and sponsorship deals from the likes of Supreme and Barney's. Her curated digital identity ostensibly makes her less of a risk than human influencers for brands.


Last year, the digital teenager was estimated to have earned more than $12 million. She's repped by CAA, alongside many real celebrities, and has appeared on a billboard in Times Square.

In November, Brud released her first NFT, tied to a digital artwork entitled "Rebirth of Venus" that sold via SuperRare for 159.5 Ether. At the time, that was worth about $82,000; Ether's value has since nearly quadrupled. The winning bidder of that token appears to be linked to crypto investment fund Divergence Ventures, based on the link in the buyer's SuperRare profile.

It has been a common refrain as NFTs have gone mainstream: the investor behind last month's headline-grabbing $69 million NFT tied to a digital artwork by Beeple also had a financial interest in propping up the legitimacy of cryptocurrency.

The latest Miquela offering is part of an ongoing spree of creative NFT offerings that provide buyers more than just a certificate of digital ownership tied to the blockchain. It also expands the storyline of a 19-year-old who blurs the lines between fantasy and reality as a racially ambiguous, socially conscious teenager.

Subscribe to our newsletter to catch every headline.

Cadence

MyFitnessPal’s Tricia Han on How Cultural Understanding Strengthens Health Data

Spencer Rascoff

Spencer Rascoff serves as executive chairman of dot.LA. He is an entrepreneur and company leader who co-founded Zillow, Hotwire, dot.LA, Pacaso and Supernova, and who served as Zillow's CEO for a decade. During Spencer's time as CEO, Zillow won dozens of "best places to work" awards as it grew to over 4,500 employees, $3 billion in revenue, and $10 billion in market capitalization. Prior to Zillow, Spencer co-founded and was VP Corporate Development of Hotwire, which was sold to Expedia for $685 million in 2003. Through his startup studio and venture capital firm, 75 & Sunny, Spencer is an active angel investor in over 100 companies and is incubating several more.

Tricia Han
Image courtesy of Tricia Han

On this episode of Office Hours, MyFitnessPal CEO Tricia Han discusses her role revitalizing the company and redefining its mission during a time of uncertainty for the company.

“I love a good reboot,” she said. “Let me just say that. That's how I came to be at the company.”

Read moreShow less

LA Tech ‘Moves’: Harbinger Taps Tesla Exec, REAL Messenger Gains Meta Director

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

LA Tech ‘Moves’: Harbinger Taps Tesla Exec, REAL Messenger Gains Meta Director
LA Tech ‘Moves’:

“Moves,” our roundup of job changes in L.A. tech, is presented by Interchange.LA, dot.LA's recruiting and career platform connecting Southern California's most exciting companies with top tech talent. Create a free Interchange.LA profile here—and if you're looking for ways to supercharge your recruiting efforts, find out more about Interchange.LA's white-glove recruiting service by emailing Sharmineh O’Farrill Lewis (sharmineh@dot.la). Please send job changes and personnel moves to moves@dot.la.

***

Read moreShow less

This Week in ‘Raises’: Bionaut Labs Grabs $43M, Embodied Lands $19.2M

Decerry Donato

Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.

This Week in ‘Raises’: Bionaut Labs Grabs $43M, Embodied Lands $19.2M
Modified by Joshua Letona

Robotics company Bionaut Labs raised fresh funding to advance its first-in-class micro-robotic technology and remove the barriers to treat rare and debilitating diseases, while digital pathology company PictorLabs launched out of stealth and will use its funding to continue developing an AI-powered virtual staining platform and accelerate clinical research to improve patient outcomes.

***

Read moreShow less
RELATEDEDITOR'S PICKS
LA TECH JOBS
interchangeLA
Trending