3kool

3kool is the Web3 marketing practice I founded around KOLs, the key opinion leaders whose posts, threads and calls move crypto and NFT communities. Its public founder page documented the practice and listed projects the agency worked on.

That list is the agency's collective work.

In Web3, distribution ran through people more than through media. A collection or a token reached its first buyers because someone a community trusted explained why it mattered. Communities discounted advertising and listened to the voices they already followed.

So the work of a KOL practice is judgment more than reach: which voices fit which project, which audiences overlap, and which endorsement would cost a voice its credibility. A wrong match burns the project and the KOL together, and the community remembers both.

This is where KOL work differs from influencer marketing for consumer brands. A Web3 audience can check on-chain whether a voice holds what it promotes, and it checks. A KOL who pushes a project they do not believe in is exposed in public, with the wallet as evidence.

The capability behind 3kool runs through my other Web3 work. On Bugatti × Asprey I introduced collectors, major NFT collectors and Web3 KOLs, and activated BAYC and other communities. Buyers I brought generated direct sales, and the project sold out. On TIMEPieces, Keith Grossman used my community and tokenomics recommendations.

BananaCorp and BananaConf rest on the same premise from the other direction. There I was building the community itself, not routing a project to one. Both directions need the same skill: knowing who a community listens to, and why.

I founded 3kool in 2024. The Bugatti × Asprey and TIMEPieces work came earlier, as independent advisory, and has its own cases.

Where 3kool appears in public material, it appears as a practice, and that is how it is recorded here: a capability with a name, distinct from the engagements where I used the same capability directly.