In an increasingly crowded NFT market full of copycat collections, it can be difficult for a project to stand out—especially a profile picture (PFP) project. But Moonbirds skyrocketed right out of the gate, thanks in part to compelling artwork, well-known backers, and an inventive rewards model.

The Ethereum-based project can be compared to the Bored Ape Yacht Club and CryptoPunks in some ways, but the first PFP launch from tech entrepreneur Kevin Rose’s PROOF Collective is also exploring some fresh terrain. Here’s a look at what Moonbirds is, how its unique “nesting” mechanic works, and why it has had such a hot launch.

What are Moonbirds?

Moonbirds is a collection of 10,000 Ethereum NFTs, each featuring a pixelated owl character with randomized traits and features. While there are common elements found across multiple images, no two NFTs are exactly alike.

In this sense, it’s much like the Bored Apes and many, many other profile picture projects on the market right now. Also like the Bored Apes, Moonbirds holders have intellectual property rights and can use their owned image to create products, services, merchandise, and more. They also have access to a private community called the PROOF Collective.

What is the PROOF Collective?

The PROOF Collective is an NFT-based membership club created by Kevin Rose, who is a tech founder (Digg, Revision3) and now a partner at VC firm True…