VeeFriends is a collection of non-fungible tokens (NFTs) created by entrepreneur Gary Vaynerchuk that combines digital art with real-world utility and access. The project features character-based NFTs that grant holders various benefits, including admission to VeeCon, an exclusive multi-day conference for community members.

Overview

VeeFriends was launched in May 2021 as Gary Vaynerchuk's entry into the NFT space, representing his vision of building a community around meaningful intellectual property. The collection consists of hand-drawn characters by Vaynerchuk himself, each representing different human traits and values he admires. Beyond their artistic value, VeeFriends NFTs function as access tokens that provide holders with various utilities, most notably admission to VeeCon, an annual conference exclusively for VeeFriends holders. ^[1]

The project aims to leverage blockchain technology to create a framework for establishing both emotional connection and practical utility through digital ownership. VeeFriends has positioned itself as more than just digital art by incorporating real-world experiences, mentorship opportunities, and community engagement as core components of its value proposition. This approach has helped distinguish VeeFriends in the competitive NFT landscape as a project focused on long-term community building rather than purely speculative value. ^[2]

Founder

Gary Vaynerchuk, commonly known as "GaryVee," is the creator and driving force behind VeeFriends. As a serial entrepreneur, author, and internet personality, Vaynerchuk has built a significant following through his business ventures and content creation. Before launching VeeFriends, he was already well-established as the chairman of VaynerX, CEO of VaynerMedia, and a five-time New York Times bestselling author. ^[1]

"I've been studying the NFT space for a long time and I wanted to add value to the ecosystem. With VeeFriends, I'm creating characters that can become intellectual property in their own right while also providing access and experiences through token ownership," Vaynerchuk has stated regarding his motivation for creating VeeFriends. ^[2]

Vaynerchuk's approach to VeeFriends reflects his business philosophy of prioritizing long-term value creation and community building over short-term gains. His personal involvement in the project extends beyond creation to active community management and ongoing development of the VeeFriends ecosystem. ^[1]

Collection Structure

The VeeFriends ecosystem consists of several distinct collections:

VeeFriends Series 1

The original VeeFriends collection launched in May 2021 consists of 10,255 tokens representing 268 characters. Each character was hand-drawn by Gary Vaynerchuk and represents traits and characteristics he values. The Series 1 tokens were minted on the Ethereum blockchain and sold through a direct sale rather than through a marketplace. ^[1]

Series 1 tokens are categorized into three tiers based on the level of access they provide:

• Access Tokens: Grant admission to three consecutive VeeCon conferences
• Gift Tokens: Provide both VeeCon access and specific gifts or experiences
• Admission Tokens: Offer VeeCon access plus direct interaction with Gary Vaynerchuk himself, such as one-on-one meetings or group activities ^[2]

VeeFriends Series 2

Released in April 2022, VeeFriends Series 2 expanded the collection with 55,555 additional tokens across multiple rarity tiers. This series introduced more refined artwork while maintaining the character-based approach of the original collection. Series 2 also incorporated a "burn mechanism" allowing holders to trade multiple tokens for rarer items. ^[1]

Book Games

A separate collection within the VeeFriends ecosystem, Book Games was created as a companion to Vaynerchuk's book "Twelve and a Half." This collection features 125,000 NFTs that were included with book purchases, serving as an entry point to the VeeFriends community for those new to NFTs. ^[2]

Utility and Benefits

VeeFriends distinguishes itself from many other NFT projects through its focus on utility beyond the digital artwork itself:

VeeCon

The flagship utility of VeeFriends tokens is access to VeeCon, an annual multi-day conference exclusively for token holders. The first VeeCon was held in Minneapolis, Minnesota in May 2022, featuring speakers from business, entertainment, and the NFT space. Each Series 1 token grants admission to three consecutive years of VeeCon. ^[1]

Smart Contracts and Token-Gated Access

VeeFriends utilizes smart contracts on the Ethereum blockchain to verify ownership and grant access to exclusive content, events, and experiences. This token-gated approach ensures that benefits are reserved for actual token holders. ^[2]

Mentorship and Personal Access

Certain rare VeeFriends tokens provide direct access to Gary Vaynerchuk through various formats:

• One-on-one meetings
• Group mentorship sessions
• Phone calls
• Lunch or dinner experiences
• One-on-one meetings

These tokens represent some of the most valuable items in the collection due to the personal access they provide. ^[1]

Intellectual Property Development

Beyond the initial NFT offerings, VeeFriends has expanded into a broader intellectual property (IP) venture:

Licensing and Merchandise

VeeFriends has entered the physical retail space through licensing agreements with major retailers. In October 2022, VeeFriends launched a collection of plush toys and figures at Macy's and Toys "R" Us, bringing the digital characters into physical form. This expansion represents one of the first major NFT projects to successfully transition into traditional retail. ^[2]

Media and Content

The VeeFriends characters have been developed into content for various media channels, including animated shorts and educational materials. This content development supports Vaynerchuk's stated goal of building VeeFriends into a meaningful IP that can exist across multiple platforms and formats. ^[1]

Community and Ecosystem

The VeeFriends community has become a central aspect of the project's identity and value proposition:

Discord and Social Media

VeeFriends maintains active community spaces on Discord and other social media platforms where token holders can connect, share ideas, and participate in exclusive events and opportunities. These spaces are moderated and frequently feature direct interaction with Gary Vaynerchuk and the VeeFriends team. ^[2]

Collaborative Opportunities

The VeeFriends ecosystem has facilitated numerous business connections and collaborative projects among community members. This network effect has become one of the most valued aspects of VeeFriends ownership, with many holders reporting significant professional opportunities arising from their participation in the community. ^[1]

Market Performance

As with many NFT projects, VeeFriends has experienced significant price volatility since its launch:

• The initial mint price for Series 1 tokens ranged from approximately 3 ETH to 0.5 ETH depending on the token type
• During the height of the NFT market in late 2021, some rare VeeFriends sold for hundreds of thousands of dollars
• The floor price (minimum price for any token in the collection) has fluctuated with the broader NFT market conditions ^[2]

Unlike many NFT projects that focus primarily on artistic value or speculation, VeeFriends' emphasis on utility and community has helped maintain interest and engagement even during market downturns. ^[1]

Significance in the NFT Space

VeeFriends has made several notable contributions to the development of the NFT ecosystem:

Utility-Focused Model

By emphasizing real-world utility and experiences, VeeFriends helped pioneer the concept of NFTs as access tokens rather than purely digital collectibles. This approach has influenced numerous subsequent projects that have adopted similar utility-focused models. ^[1]

Mainstream Adoption Bridge

Through Gary Vaynerchuk's existing audience and the project's focus on accessibility, VeeFriends has served as an entry point to NFTs for many people outside the typical crypto community. The Book Games initiative particularly targeted newcomers by bundling NFTs with a physical book purchase. ^[2]

IP Development Blueprint

VeeFriends' expansion into physical merchandise, media content, and licensing has created a potential blueprint for how NFT projects can develop into broader intellectual property ventures. This approach demonstrates a path to sustainability beyond initial token sales. ^[1]