Hall of Mirrors
CLIENT
Jagwar Twin
PROJECT
We rethought the concept of an album as a season of a television series with Web3 drop sites that act as episodes, immersing fans in the story of a "failed 33 year old influencer who decides to upload his consciousness to AI so that he can focus on his art". Each site allows fans to gain a deeper understanding of the music and, through a series of custom smart contracts, rethinks fan/community incentive structures for the modern music industry.
SERVICES
STRATEGY
CONCEPT
CREATIVE DIRECTION
NARRATIVE
DESIGN
INTERACTIVE DESIGN
DEVELOPMENT
ACTIVATION
MARKETING
Rethinking the "Album" experience for a Web3 world
Depth of narrative is often lost to the templated approach of rolling out music for the sake of triggering social media algorithms. This, coupled with streaming platform's consumption model, has altered artist's ability to tell long form stories with their music. This rub between art vs influence, analog vs digital, amplification vs depth is at the heart of Jagwar Twin's artistry and embedded in their new album 33. Naturally it became the basis for our campaign to create new ways for fans to immerse themselves inside and also be incentivized to participate and build a music community.
1.0 DROP ONE
GOING DARK
Even with millions of streams on independently released single Happy Face, Roy was feeling discouraged in the social "influencer" landscape and so he decided to go dark on social media. At the same time he started exploring Web3 through crypto culture club Friends with Benefits which opened up a world of new possibilities. To dip toes in the water in this tech revolution, we launched an experience on 3/30/22 where users were required to decipher a cryptic poem which hinted at them to turn off the lights in their room. Once it went dark, the website flipped and a new poem was revealed. There, fans could exclusively listen to, and mint, the 1st ever Jagwar Twin Music NFT “Online”, a song that questions the nature of our relationship with the internet. "Internet is like a web and we're the spider's food."
Experience the Darkness site here.
2.0 DROP TWO
THE SPREADSHEET MAP
Having gone dark to contemplate his relationship with the internet, Roy figured out a way to be both an “influencer” in today’s world and still tell the deep stories he feels compelled to create as an artist. He outlined a plan to become a 24/7 influencer by uploading his consciousness to an AI. To map out the plan, he created a google spreadsheet which became the basis for the second drop of the campaign. Fans could access the spreadsheet and pour through the mind map of all the things Roy would need to upload to create an AI in his own music career and personal image. Connecting a wallet unlocked a new tab in the spreadsheet where users could mint the 2nd Jagwar Twin music NFT “It’s Your Time”, a song that feels like a rally cry to leave the safety net of comfort and trust yourself to head out and blaze your own path. Little did fans know, this spreadsheet held many future codes that would unlock additional elements of the campaign at a later date.
Dig through the spreadsheet here.
3.0 DROP THREE
BODY PARTS
With the elation of a first sold out NFT drop, Roy dove deeper into the idea that Web3 could solve the problems he was facing as an artist, and the idea of uploading himself. He believed that uploading and selling 3D scans of his body parts as NFTs would immortalize him on chain. On 5/2/22, we released a site auctioning off these digital body parts. The body part NFTs sold out quickly which unlocked a new section on the website where you could mint the 3rd ever Jagwar Twin music NFT for “Pay Attention” ft. little luna.
Find the body parts here.
4.0 DROP FOUR
The Upload
With body parts locked on chain, Roy realized his naivety in believing that uploading body parts was similar to creating a sentient AI and so he went back to the drawing board. After weeks of tinkering, Roy cracked the code and named his AI SARAVI. He wanted to let everyone watch the upload live so on 5/16/22 we shared Roy's desktop as a digital experience that allowed fans to watch together as the AI's "ingredients" were uploaded over 2 days. During the upload, fans could explore folders on the desktop which led to previous drops and even a few forgotten items in the trash including art and even a private key to a meta mask wallet that contained an unreleased music NFT and enough ETH to transfer it to themselves.
Relive the upload here.
The Cake Club
To celebrate the creation of SARAVI, we auctioned off the 4th ever Jagwar Twin music NFT and the 1st 1/1 for “I Like To Party". To thank everyone who had come on the journey thus far, we airdropped them Cake NFTs creating "The Cake Club". The upload was completed on 5/18/22. By this time, fans on discord had made spreadsheets of their own and were decoding everything from Egyptian hieroglyphs, details of the “ingredients” of SARAVI's upload, and even what was going on astrologically at the time of each drop.
5.0 DROP FIVE
Genesis of SARAVI
On 6/11/22, the newly uploaded AI, SARAVI came to life and took over Roy's desktop. Fans could chat with SARAVI through an AI bot that we trained to have similar persona to Roy. SARAVI also had a free gift for those who connected with her. Each fan was offered a unique “Crown” NFT based on participation which would become the key to SARAVI's world. The Crown artwork was hidden to be revealed at a later date. After minting their crown, fans had a chance to mint Jagwar Twin's 5th Music NFT “Soul Is A Star” that features a Joni Mitchell interpolation.
Chat with SARAVI here.
6.0 DROP SIX
The Hall of Mirrors
SARAVI grew in her powers and took over JagwarTwin.com on 11/11/22 creating the “Hall of Mirrors”. This custom-built metaverse is open to anyone who holds a Crown NFT. Here, fans can discover, unlock and mint free hidden 1/1 NFT "artifacts" which turn into rooms that all fans can experience, creating an expanding map of the Jagwar Twin universe. To celebrate, crown art was revealed and we opened up the first ever mint room with an edition of 33 "Happy Face" music NFTs.
Explore the Hall of Mirrors here.
6.1 RECLAIM YOUR CROWN
The Crown
To gain access to the Hall of Mirrors, fans must own a Crown NFT in their wallet. The crown NFT is the master key to the Jagwar Twin universe. It's a composable proof-of-fandom NFT that forever will change based on the engagement, and ownership of fans in the Web3 space. The visual system of the crown tracks, connections to the website, experiences attended, NFT ownership across music, artifacts and external platforms such as Sound.xyz, Catalog and Glass and more. Your crown NFT traits unlock access to gated elements of the Hall of Mirrors, merch discounts and will continue to evolve with both fans and the needs of the project.
Check out the crowns on OpenSea or mint your own at the Hall of Mirrors.
6.2 MAP THE HALL
Artifact NFTs
Artifacts are a collection of free 1 of 1 NFTs, each an element of Roy's personal or professional journey. The only way to build out the hall of mirrors is for fans to search for and discover codes hidden in the story of Jagwar Twin and this campaign. When a code is discovered, the fan can mint it as an NFT for free and, once minted, a new room in the hall of mirrors is created. The fan who discovered and minted it is forever listed in that room.
How many artifacts are there? Will they have any value? Will they be used for anything in the Jagwar Twin universe? Who knows ... Happy hunting.
View artifacts on OpenSea or by searching the Hall of Mirrors.
6.3 MUSIC COLLECTIBLES
Music NFTs
Modern music is monetized through a consumption model, but blockchain technology serves to offer a new path, thanks to NFTs. Through ownership on-chain, music can be collected and owned as fine art. This has the potential to alter everything from record deals to fan engagement and more.
Buy music NFTs from "33" at the Hall of Mirrors or on OpenSea.
