Digital Districts: Weirdo Ghost Gang
Weirdo Ghost Gang: More than art, WGG is a Z-gen movement delivering warmth and empowerment. Originating as an NFT project, WGG has become a global brand uniting diverse communities worldwide.
Welcome to "Digital Districts" – a captivating segment in ONBD Magazine that delves into the dynamic world of Web 3 communities.
In this exclusive feature on Digital Districts, we're thrilled to have Sleepy, the founder of Weirdo Ghost Gang, join us to unveil WGG—a dynamic movement born from a cutting-edge NFT project. Going beyond the realms of traditional artistry, WGG has transformed into a global brand, weaving together diverse values in art, commerce, and culture. Join us as we delve into a conversation with the visionaries behind WGG and explore the vibrant spirit of this unique digital social space.
How did the idea to start Weirdo Ghost Gang come about?
Sleepy: The Weird Ghost Gang was born at the end of 2021, right in the middle of the final phase of the pandemic. Back in that time, the extended, intense battle of the pandemic significantly impacted the mental well-being of numerous young adults in urban settings. The younger generation also faced survival challenges such as economic downturns and potential unemployment right after graduation. Confronting death, enduring profound loneliness, and feeling trapped—these were experiences that continue to affect many even today.
We aimed to craft an IP that could provide a sense of warmth and companionship, offering solace to the psychological state of young adults. We sought to extend care to the emotional well-being of our peers, aiming to provide comfort and support. We hope to aid contemporary urban youth in navigating their challenges, emphasizing mental health and guiding them to uncover life's beauty amidst adversity. We aspired to encourage a reintroduction to social interaction and embrace a revitalized way of life.
We decided it was time to be the game-changers, to create an IP that could wrap urban youth in a warm embrace, providing that much-needed company and comfort. We wanted to infuse a caring touch into the emotional lives of our peers, offering a safe harbor of solace and support. Our goal was clear: to guide today's urban youth through their challenges and highlight the importance of mental health. We aimed to reveal the brightness of life amidst struggles, fostering a revival of social connections and an embrace of a new, invigorating lifestyle. This vision led to the creation of the Weirdo Ghost Gang.
What's the overarching vision of Weirdo Ghost Gang
Sleepy: The overarching vision of the "Weirdo Ghost Gang" is to serve as a source of companionship and warmth for the younger generation in today's dynamic landscape. In an era marked by various challenges and pressures, these animated "ghost figures" aim to offer a supportive and empathetic presence. Inspired by our longing for life's smaller joys and the subtle beauty hidden within bustling environments, these characters represent an emotional sanctuary.
At the core of our mission lies the mission to be a guiding light, inspiring resilience in the face of life's struggle. The "Weirdo Ghost Gang" is designed to be a partner in emotional expression, recognizing the significance of addressing feelings in a world of constant challenges and uncertainties. These characters act as empathetic listeners, providing a secure space for young individuals to articulate their diverse emotions, whether it's joy, anxiety, melancholy, or frustration.
The initiative behind the "Weirdo Ghost Gang" IP is to foster a secure environment, dispersed among the younger generation, where they can share their experiences and feelings. Our mission is to foster a culture of understanding and mutual support. Encouraging individuals to voice their emotions, we strive to underscore the value and respect for their emotional experiences. These distinctive characters stand ready to navigate the highs and lows of emotions, aiding in the development of emotional strength and resilience, equipping individuals to effectively confront life's challenges.
"OUTA THE BOX, BE A WEIRDO" is a powerful motto. How has this ethos influenced the community's culture and development?
Sleepy: I've always been drawn to a lyric in Eason Chan's song: "If you happen to like weirdos, well, I am beautiful." This song is about someone who feels they have an imperfection deemed unacceptable, reaching out to their beloved, afraid of being rejected if their hidden flaws are exposed. We aim to inspire the community to shed their disguises and showcase their genuine selves. This era is marked by challenges but also individual awakenings. There's no rigid playbook for existence. We're pushing for direct expressions of emotions and attitudes, steering away from being confined or following the crowd.
Some might view us as peculiar "weirdos," but my wish is for everyone to embrace this "weirdo" vibe. It's only by sharing our true selves that we forge authentic social connections. This is our belief in creating a vibrant and welcoming community. Simultaneously, this community fosters an environment that shields us, allowing us to freely express our genuine emotions and true selves without reservations.
Weirdo Ghost Gang's IP is widely recognized and renowned. Can you tell us about the journey and strategies that have led to this recognition?
Sleepy: At the inception of our IP, we had a focused plan, diving into brand collaborations and co-releasing products with various brands. Early strides faced challenges due to limited awareness of Web3 in mainland China. Despite being a 'Web3 background IP,' the learning curve was tough. Leveraging our personal resources, including Delicates Clothing and KUMO KUMO cheesecake—both NFT holders—initiated our co-branding efforts. This approach expanded our IP's reach in the Web2 market, receiving positive acclaim for our appealing imagery and exceptional design team.
In September 2023, we spearheaded the groundbreaking "City Party Map" event series in Shanghai, bringing together numerous brands and over 500 stores unprecedented move in the NFT space that ultimately attracted tens of thousands of participants. In addition, this Halloween we collaborated with THE BOX, a prominent shopping mall in Beijing, to transform the space into a captivating "Ghost" theme.
How does Weirdo Ghost Gang fortify its IP in the Web3 realm while maintaining its core values and attitude?
Sleepy: The essence of Weirdo Ghost Gang lies in its core principles: openness, inclusivity, diversity, trendiness, freedom, and innovation. As an art and commercial IP in the Web3 domain, our mission is to communicate these values and attitudes to a broader audience. To bolster and advance our impact and influence, our primary strategies are:
Prioritize Content Creation for IP Development: Despite the seemingly abundant content in Web3, there remains a scarcity of content IPs. This scarcity prompts our strong focus on generating a wide array of content for the Weirdo Ghost Gang. Ranging from visual design to branded and user-generated content, we're building our own content channels. Our goal is to enable wider audiences to discover, understand, and embrace the essence of the Weirdo Ghost Gang through various content platforms.
Empower Commercial Potentials through Identity Assets Fusion: Identity assets hold vital importance in the Web3 community. As holders of the Weirdo Ghost Gang, individuals can leverage the MID identity protocol, a part of ManesLAB, our brand's parent company. This integration facilitates identity verification, asset display, and integration of Web3 identities within the domestic WeChat ecosystem in China. It provides exclusive commercial rights, significantly enhancing a sense of community attachment and brand loyalty that allows us to effectively manage our tiered loyalty user system.
Hybrid Marketing to Maximize Branding Effects: Expanding beyond the digital realm, we're forging offline connections while expanding online collaborations. Engaging with diverse projects, protocols, platforms, and ecosystems, our aim is to magnify the influence and reach of the Weirdo Ghost Gang IP. Our strategy involves various degrees of interaction and exchange to enhance the brand's presence and impact in both online and offline spaces.
How does Weirdo Ghost Gang approach the integration of Web2 scenarios and Web3 ecosystems? What advantages does this fusion bring to the community's members and its broader audience?
Sleepy: From our perspective, Web2 encompasses many aspects of modern life, whereas Web3 offers advantages in integrating identity and assets, data exchange, and merging finance with technology. The Weirdo Ghost Gang actively merges these dimensions by leveraging Web3's technology to serve Web2's existing needs and scenarios, connecting identity assets.
This integration is undeniably a win-win situation. The Weirdo Ghost Gang takes the lead in fostering collaborations across diverse entities, igniting synergies, and creating multifaceted value. Collaborative partners, in turn, access a broader and high-value user base, amplifying brand reach. Weirdo Ghost Gang's unique IP image enables versatile brand marketing and innovative exploration.
Community members, on the other hand, reap the rewards of this integration. They experience the cultural and commercial value intricately tied to the Weirdo Ghost Gang's IP. Besides tangible benefits and delightful surprises, they gain exposure to an array of services within the Web2 landscape, alongside its conveniences.
Could you elaborate on how Weirdo Ghost Gang nurtures community cohesion among its members?
Sleepy: Building a strong-knit community has always been our top mission. Every member of our team, especially our founders, co-founders, and various business leaders, actively gets involved to make it happen. Here's how we nurture strong bonds and a dynamic ambiance:
Digital Community Gatherings and Competitions: Our online engagement is an immersive and interactive experience. We started several "Secret Missions" events before our official NFT collection launch, and it became an instant hit, igniting fervent participation from our community. These missions have been instrumental in establishing profound social connections and stimulating our community's active involvement in various activities, from games and contests to music and exhibitions.
Offline Social Gatherings and Brand Collaborations: We love an in-person hangout! From the project's early days till now, we've been all about bridging our community together offline. We've worked hard to score various offline perks with different brands for our community, from deals and discounts to music festival tickets.
Surprise Events and Giveaways: As part of our growth as a surprise-driven character-based IP,we regularly introduce our community members to distinctive and entertaining experiences through impromptu and inventive events.
Are there any exciting developments, projects, or collaborations within Weirdo Ghost Gang that our readers should keep an eye out for?
Sleepy: Earlier in September we organized a series of vents called "City Party Map" in Shanghai with over 40 local and international brands and 500+ offline stores. The response was overwhelmingly positive, and the promotional impact on collaborating brands was exceptional. It was a groundbreaking event for all NFT projects. Presently, We're expanding our brand collaborations and have recently partnered with one of the most popular malls in Beijing, THE BOX to create a 'Weirdo Ghost Gang' themed space for Halloween. We currently are actively planning for future milestones. We'll also continue to launch new IP-related products through various channels. Stay tuned!
About Weirdo Ghost Gang
"OUTA THE BOX, BE A WEIRDO"
"Weirdo Ghost Gang" (aka WGG) was born around late 2021 to early 2022. It's more than just an art project; it's a movement that resonates with the Z generation, delivering warmth and empowerment. Starting as a cutting-edge NFT project, WGG has evolved into a new brand with multiple values in art, commerce, and culture, uniting a global community hailing from China, North America, Europe, Southeast Asia, and beyond.
Born in the post-pandemic era, WGG understands the thoughts, feelings, and aspirations of today's young people. It's dedicated to creating a "spiritual stage" where people can express creativity, exhibit themselves, and support and inspire one another through IP collaboration, cross-marketing, and brand communication, thereby crafting a "digital social space" belonging to all young individuals from diverse regions, cultures, and backgrounds.
We believe no one is an island; everyone is a unique star in the vast universe. In this community, you'll find a kaleidoscope of individuals, from media experts, researchers, and artists to developers, investors, musicians, athletes, and young people filled with limitless potentials. Here, every voice is heard, and every emotion is respected. WGG thereby is the ultimate medium and realm to connect, express your weirdness, release your emotions, and heal your soul.
*Follow Weirdo Ghost Gang.
