NFTs weren’t just something garyvee could collect; they were, he says, the culmination of all the themes in his career. benjwallace reports
Photo-Illustration: Intelligencer. Photo: Michael Nagle/Bloomberg via Getty Images This collective room is wasting an ungodly amount of time trying to convince people,” Gary Vaynerchuk, a compact 46-year-old in jeans, a white hoodie, and a backward ball cap, was telling his audience at a VIP curtain-raiser for the conference NFT.NYC. “Convincing is just your insecurities showing up.”
Vaynerchuk is a true creature of social media. Until the age of 30, he was a New Jersey wine merchant running his father’s liquor business, which he’d turned into a regional powerhouse called Wine Library. Then he discovered YouTube and launched WineLibraryTV, blind-tasting wines in the shop’s storeroom and rendering his judgments with near-manic intensity.
That’s when he decided to issue his own NFTs, pioneering the use of NFTs as a kind of lifetime pass to a celebrity’s community. A longtime doodler, in May he launched VeeFriends, a 10,255-NFT collection featuring 268 alliterative hand-drawn characters embodying aspirational traits, like Patient Panda and Empathetic Elephant . The focus on EQ qualities seems to signal an evolution for Vaynerchuk.
The Tribeca event had ended, and we were in an SUV with Vaynerchuk’s entourage. Vaynerchuk is such an energetic communicator, and so basks in the attention of crowds, that it’s hard to imagine a pre-internet-famous Gary Vee, and I wondered aloud what he would be doing if YouTube and Instagram had never come along to amplify his enthusiasms. “I probably would have multiple wine stores, ’cause I love retail,” he said, then had another thought. “You know what, actually, I’d probably own a winery.
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