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.

Read about Deadfellaz and other communities’ approaches to Web3 inclusivity

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.”

What advice would you give to teens about using social media today?

As soon as there is meaningful opportunity to truly own user-generated content as a creator, I think you’ll see amazing things happen, and it will be led by the younger generation. So, I think teens today should focus on what makes them happy. And learn as much as you can about Web3 because it’s one of the tools that is available right now, and it will continue to flourish, giving them opportunities and empowering them to do what they want to do.

How is new technology changing the way you work? 

The aspect of digital ownership and the empowerment that comes from that is a huge thing that’s changed. Also, the valuations—of digital art specifically, in people’s minds—is something that’s changed. When you look at creative work, the value that’s placed on it historically was really low.

What piece of technology could you absolutely not live without? 

I love Ledger [the Web3 wallet service] as a company. And so, my Ledger, I kind of have to put it in there as something I can’t live without, because it keeps all my stuff, my NFTs, my crypto, safe. I hope to see them create some kind of phone alternative down the line because I would love that. I would love to have everything right there.

What’s your favorite blog, TikTok account, podcast or any must-follows in your media diet?  

I have two podcasts: “Beyond” by Nicole Behnam and “Overpriced JPEGs” by Carly Reilly. And there are two Substacks that I’m subscribed to that I read religiously: “Monologue” by Bobby Kim, aka @bobbyhundreds, and “Evergreen Ubiquity” by David Horvath.

What is the biggest technical leap you’ve had to adjust to in your career and how did you do it? 

AI kind of terrifies me at the same time as exciting me. I instructed my team months ago to start experimenting with AI, finding out where it helps them and where it can enhance what they’re doing. It is making people’s lives easier. I don’t think it’s something that we should be reliant on for things because I see us losing skill and knowledge down that route. It’s growing at a pace that we’re not even understanding right now. I think what it’s capable of is far beyond our comprehension, so that’s frightening me.