Welcome to Betty’s horde of Deadfellaz, the popular undead NFT community based on artistic profile pictures with zombie-like traits. Betty is co-founder of the project, and she goes by her pseudonym in public. “The internet and working in crypto can be full of risks, especially with nefarious characters online,” Betty told Ad Age about her guarded anonymity. Members of the wider Web3 community do know Betty, though, and have seen her around events such as NFT.NYC. In 2021, Betty co-founded Deadfellaz with her husband, whose pseudonym is Psych.
Deadfellaz is instantly recognizable—a throwback to 1980s Garbage Pail Kids culture with a cute zombie aesthetic. And it has recruited brands into the horde. Last year, Deadfellaz worked with Wrangler jeans, bringing the traditional denim brand into Web3. The NBA’s Chicago Bulls collaborated with Deadfellaz, zombifying the classic Bulls mascot. Deadfellaz also worked with DraftKings and its NFT-based fantasy football game “Reignmakers.”
“We’re building out a creator economy through our brand”—which is bigger than just Deadfellaz the community, Betty explained—“so it’s extendable to really any IP.”