We’re getting to know a few women making waves in NFTs and Web3. Today: Ellie Burnett, creator of Rad Rabbits, shares a bit about how she got into NFTs, her vision for the project, and the message she wants to spread. The collection features 111 unique 1:1 NFTs, releasing on the 11th of each month (for a total of 1,111). Today marks the launch of their second series.
(Q&A has been edited very slightly for length.)
What made you decide to enter the Web3/NFT space?
I am a naturally curious person and wanted to know more about NFTs. At first, I was like “What is a non-fungible token?” The concept to me was so interesting I started researching. Since I am creative and an entrepreneur at heart, I also felt a big interest in Web3 and NFTs. I fell in love with this space and the people involved. It’s a very niche industry and I wanted to keep learning. I also love the concept of blockchain and how it is decentralized. I truly believe in giving power to artists and having control over your funds. It’s like once you’re in this space, you keep going further down the rabbit hole, haha. It is ever-changing and evolving and it’s so interesting and fun!
Can you share a little about your background and the story behind the idea for Rad Rabbits?
I have an amazing artist and we make the best team. After researching and deciding to launch a NFT collection and brand I approached our artist with the idea. He was super excited and we started creating a variety of different animals: I wanted to get a variety of options. In parallel to creating different options, I started researching the meaning behind different animals. I came across the meaning behind rabbits and I immediately fell in love. One thing that stood out to me was how rabbits have similar meaning in all cultures. I wanted something that anyone and everyone can relate too.
The crypto and NFT space is a very global community, and I wanted to reach the global community. My college degree and my work experience definitely drove me to create Rad Rabbits; however, it is my passion for creating and this space that made me want to create a NFT collection.
What makes Rad Rabbits unique?
Rad Rabbits have a variety of different things that make them unique. For example, every Rad Rabbit NFT is a 1/1 [one of one, or unique] art piece so each holder will be the only holder of that particular Rabbit.
A hand-drawn sketch, available as unlockable content for Rad Rabbits NFT holders.
After purchase, the owner will receive a link to unlockable content like the original hand-drawn sketch of their Rabbit. This ensures the creation of the Rabbit and is content only that holder will receive.
All our Rabbits are hand-drawn; there is no computer generated imagery used. In fact, the total collection of 1,111 Rabbits has taken roughly a year to create and we are still in the works, making edits and adjustments as we go. [The NFT will also] be the entry into the official Rad Party we will be hosting in 2023 and other future events and parties. Holders will also be entered into exclusive giveaways. Our main plan is expanding our 2D Rad Rabbits into the metaverse called “The Warren.” A warren is a rabbit ecosystem where the species live. Rad Rabbits plans to digitalize this world, creating a Web3 space where collectors can jump down the rabbit hole and interact with other Rabbits and NFT collectors. I also have plans to use Rad Rabbits as avatars in the metaverse.
What made you decide on 1,111 NFTs released on the 11th of each month?
A couple years before I started Rad Rabbits, I was actually dealing with anxiety and fear about my future. I was just graduating college and was overwhelmed with what was in front of me and what was on my plate. I started working as an assistant manager in retail (while I was in college I worked retail as a sales associate for three years and promised myself I would never work retail again) so I wasn’t very happy with my job at the time. I ended up finding a job in fashion a few months later, so I quit retail for good. I felt like this was what I was going to do for my career, I was good at styling and managing so I was assisting high-profile stylists and was managing Karl Kanis online store, processing orders, and more.
Then COVID happened and my job changed. I was once again in that state of anxiety and fear.
During those times, I started researching more about NFTs. It was probably a few months into researching this space that I deliberately started noticing 1111, 111, and 11 on the clock. I started seeing it literally everywhere I went. From my receipts, to license plates, to the amount of emails in my inbox, the times an email would be delivered. I truly haven’t experienced that before in my life, I felt like in my gut that this was right for me and that that was a way of confirming that. Ever since I was a little girl, I would look up at the sky at night and point to the biggest, shiniest star and would say “Mom, that star right there is an angel!” I have always believed in angels and I truly believe those numbers have a positive meaning—and that’s what Rad Rabbits is all about: spreading joy and positivity to others.
What is the main message you want to send and mission you have with the sale of Rad Rabbits?
My mission is to create an innovative collectible NFT brand that stands on accepting people just the way they are. We are all created equally and I want to create a community where my holders feel they can be themselves. A place where they feel the good vibes and energy bouncing off the walls, a place they leave feeling happy.
Rad Rabbits mission is to spread creativity and joy through one-of-a-kind artwork.
Do you have other people on your team?
Yes! I have a small team that helps me. I couldn’t do it without them. Maestro is just as much a part of the design process as me and we make the best team. We both bring creativity in different ways to the table. Maestro is one of the most hardworking and talented artists I have worked with.
What has your experience been like being a successful woman in this industry? If you could give some advice to women looking to enter this space (either as creators or collectors) what would it be?
Being a business owner is a whirlwind. Some moments are super stressful and some moments are so thrilling—especially being in the NFT space, because it is so new and ever-changing. It can be intimidating at first being in this space since it is mostly men but you can’t let that get into your head.
If there is some advice I can give that would be to GO FOR IT. Go for your dreams; believe in your dreams and know that you can achieve what you desire. When I started changing the way I was thinking from negative to positive thoughts, my whole mindset started changing and I started doing the things I wanted to do. I started believing in myself.
Find people who also believe in your dreams and build each other up together. Network in your community and always be your authentic self. Lastly, never give up on your dreams. You will have days you feel like quitting and you might feel like you’re a failure. I know I have. But in those moments when you keep pushing and keep moving forward through the hard times, you learn the true value of dedication and you leave feeling proud of yourself. It takes dedication to build something successful. Remember, Rome wasn’t built in a day.
Where do you see the project in the future?
I see the project forming into an NFT brand. I have plans to create merchandise, hopes to collaborate with other artists and brands, and I see Rad Rabbits expanding into physical trading cards as well. Not only that: We’re expanding into the metaverse.
Find Rad Rabbits on OpenSea, or learn more and follow the project on their website.
