Congratulations to the “NFTacoBell” artists, all of the staff of Deutsch LA:
– “Give me that”: Erica Park
– “Dimensions”: Cameron Cartwright
– “Ever-Crunching” and “Swivel Tacos”: Micah Wilkes
– “Transformer”: Ayla Kim
The Fast Loader produced five editions of the five original works – 25 GIFs and images in all – in NFT form, each priced at $ 1, just like the IRL tacos. Obviously, they weren’t meant to generate income, but rather to take advantage of trends and generate buzz with a young and hip audience.
Despite this, the proceeds support the Taco Bell Foundation Youth Scholarships, and buyers received a $ 500 electronic gift card to order from Yum! Chain owned by restaurants. That’s an instant 500% profit on every art investment! (In a larger context, singer Grimes just sold digital artwork for $ 6 million through NFTs. Critics warn that over time, NFTs could prove to be more problematic than they are. ‘worth it.)
“Each of the five tokens proves that each edition is numbered – and what number it is,” Maria Snell, the agency’s associate creative director, told Muse. “The token proves it’s number 1 of 5 versus number 3 of 5. And the lower edition number is more valuable because it’s closer to the original.”
So one day, depending on the vicissitudes of the world of branded taco art, no doubt fickle, these NFTs might be worth the price of a quesadilla – or even a Chalupa Supreme!
“Taco Bell holds a space in internet culture that is fueled daily by die-hard fans who are always looking for new ways not only to eat our food, but also to enhance and be a part of our brand,” said Christian Silva, also ACD at German LA. “These most avid fans are the ones we launched NFTaco Bell for, and they are increasing the value of the offering daily.”
Snell adds, “Sometimes, instead of connecting with the masses, our goal is to connect with our fans, which makes the NFT world such an exciting space for us.”