Doodles CEO Julian Holguin on Building the Future of Web3 IP

Despite all the change and flux in the NFT space, Doodles has managed to cement and hold onto its standing as one of the most well-known pioneering projects. And now, under the leadership of former Billboard Exec Julian Holguin, Doodles is continuing to redefine how NFTs can evolve beyond their early iterations.

In an exclusive new interview with Coinage, Holguin explained how Doodles is tripling down on building IP in Web3 through brand partnerships, community engagement, and an intense focus on entertainment, including a recent film debut at the Toronto Film Festival.

"The film was big," Holguin said about the Doodles 20-minute animation special that anchored a multi-pronged activation. "This was basically to set the framework for how we're going to tell stories moving forward." As Holguin explained, the premiere also helped launch original music produced by Chief Branding Officer Pharrell that was supported by several notable partnerships, including collaborations with Arizona Iced Tea, Rubik’s Cube, and Adidas, which helped showcase the brand’s ability to integrate with mainstream culture.

What made the event even more special was Doodles' community-focused approach. Holguin shared how they invited community members to attend the Toronto Film Festival and experience a full-fledged film premiere alongside Pharrell, Lil Wayne, and other celebrities.

"We brought our community into their first-ever major film premiere. They got to walk the same red carpet as Pharrell, had their photographs taken by Getty, and experienced the event just like any other Hollywood star," he said.

Holguin stressed that community is at the heart of Doodles’ brand, a sentiment echoed throughout the conversation. “I always say this: the brand is the community, the community is the brand,” he emphasized, adding that the project’s ultimate goal is to ensure community members feel like they are truly part of something special. This was exemplified by how many of the NFTs from Doodles’ original collection were incorporated into the animated special, allowing holders to see their avatars on screen alongside the talent of leading musicians.

Holguin also addressed the utility debate in the NFT space, particularly in relation to how value is delivered to holders. Just as with many NFT projects, Doodles has seen its NFT floor price fall as the original boom of 2020 has cooled. But as Holguin explains, that's not necessarily the best way to track how a project is delivering value to holders.

"The main utility of being a part of Doodles is actually being a part of it," he said. Rather than focusing solely on floor prices, Holguin emphasized the importance of creating intrinsic value for community members. This includes participation in brand activations, digital content, and other experiences that contribute to a deeper sense of involvement. Doodles is set to roll out a points and rewards system that provides tangible benefits to participants, such as redeemable items, wearables, and digital collectibles.

"You're seeing a lot of projects that are just chasing whatever the flavor of the month is trend and not actually making any progress. Like, we need to build a business, we need to build a really healthy community," he said. "We need to like, get just the people that are purely speculating away from the brand, because that won't help us sustain and the only way that this space gets anywhere where people hoped it would is by actually building a sustainable brand, by building a sustainable business, and by actually engaging in in practices that are going to help the entire pie grow."

Looking ahead, Holguin shared his vision for Doodles as more than just an NFT project. He spoke of a 2025 content slate that includes even more short films, original music, and a focus on digital products. "We have over 260 million views on YouTube this year," Holguin said, highlighting the brand’s significant presence across major platforms like YouTube, Instagram, and TikTok.

As the conversation came to a close, Holguin expressed his excitement for what lies ahead: "What you can expect from us is more music, more entertainment product, and some massive brand partnerships that are going to get not just Web3 excited, but people far and wide around the world."

Coinage members can watch our full interview with Doodles CEO Julian Holguin above. To support our community-owned outlet, own it with us, and unlock other exclusive benefits, mint one of our Membership Passes today or Stake with us today! Chat with Coinage in our Discord.