Source: Bloomberg
Compilation: Ning
KOL, for the encryption field, is undoubtedly a very special existence.
Because they often have a large following, under the influence of influence, they can often be used as a weapon to draw attention, but also a powerful object for being played for suckers. To use an inappropriate metaphor, KOLs can be both referees and athletes.
However, for encryption, an industry where sentiment and liquidity occupy an important position, KOLs who are closer to first-tier investors than institutions largely have more advantages than disadvantages, after all, the marginal cost of issuing coins is close to zero, but liquidity is priceless. Obviously, the project party also smelled this shareholder wind.
In recent months, there has been a lot of discussion about KOLs and VC, because KOLs tend to have shorter unlocking periods and lower valuation discounts, but compared to VC who not only have to invest a lot of real money but also share resources in sales, operations, and technology, it long seems that KOLs can only send a few tweets to end their obligations.
In this regard, some VCs complained, and even retail investors believe that KOLs are easier to obtain benefits in the Bull Market. But is that the case?
In the midst of various controversies, Bloomberg recently released an Depth Report on the KOL round, analyzing the advantages and challenges of KOLs, and the following is a full text compilation of Gyro Finance:
Back in March, the Crypto Assets market was booming, with Bitcoin continuing to hit record highs and billions of dollars flowing into Spot ETF. And among them, there is a special group of investors who cheer more than the other large longest investors.
At the time, the startup Monad Labs closed a new round of funding, valuing venture capitalists, including Paradigm, at $3 billion. Mona is already a very large fundraising project by Crypto Assets standards, but it has another distinctive feature — according to people familiar with the matter, some people known in the industry as "KOLs" are allowed to invest at just one-fifth of Paradigm's valuation.
These so-called "KOL rounds" are quite similar to the celebrity marketing cracked down by US regulators in recent years, and as digital assets rise from the bear market, "KOL rounds" have also sprung up like mushrooms and become a major spectacle in the encryption world. Investors who get preferential terms are more likely to be encryption authors or influencers than ordinary marketing targets for athletes or other celebrities than celebrity deals.
According to interviews with KOLs, entrepreneurs, and legal experts, KOLs typically receive longest favorable conditions such as valuation discounts and shorter lock-up periods in return for promoting Crypto Assets projects. In recent months, similar deals have become a source of controversy, with opponents focusing on inadequate information disclosure and potential risks to retail investors.
Several industry insiders with knowledge of such deals said that at least some start-ups did not require KOLs to disclose project affiliations when raising funds, which is a clear violation of US regulations.
Of course, there is no indication at this time that Monad Labs' financing violated any U.S. securities regulations. One investor said the company did not make any explicit requirements for KOLs, while CEO Keone Hon declined to comment on the lock-up terms and disclosure rules given to such investors.
San Francisco-based Paradigm, which runs one of the largest encryption venture capital funds, also declined to comment.
01, KOLs and Crypto Assets
Michael Selig, a partner at Willkie Farr & Gallagher LLP who specializes in securities law, replied in an email: "Including KOLs and influential industry influencers in a funding round, with the hope that these people will promote the Token of the project, could be scrutinized by U.S. SEC." ”
Part of the reason for the KOL round is the uniqueness of the Crypto Assets market. In encryption financing, digital asset startups typically provide equity to raise venture capital funds, while others raise capital through the sale of issuance Token or affiliated Token. The valuation of the project depends on the number and price of Tokens sold, similar to a stock sale, in which there are also hybrid funding rounds that mix Tokens and equity, such as the aforementioned Monad Labs.
Buying Tokens generally doesn't give investors the same protections as equity financing, but it does offer a clear advantage: investors can sell Tokens in as little as a few months, while equity investors are often tied up for years before liquidity events like IPOs occur.
In addition, the role that KOLs play in the Crypto Assets market is also very unique. Over the past long years, Crypto Assets has incubated a alts industry as celebrities, from celebrities to athletes to self-proclaimed experts, continue to promote projects online. In the ICO boom of 2017, having a large number of followers on Twitter may be a ticket to riches for authors, the specific operation is to get popular tokens at a discount in advance, and then sell them to get huge profits after the coin price rises.
02, the temptation of "making a lot of money".
It's important to note that to become an influencer investor, you don't necessarily need to have too long followers.
Simon Chadwick, co-founder of Crypto Assets platform Eclipse Fi, said: "Almost anyone, with some influence or community, can become a KOL. "For example, this could be someone who has 5,000 users on Twitter and writes a research report," he said. He was referring to the social media platform now known as X.
Eclipse Fi's main business is to assist projects in issuance Token on the Cosmos Blockchain. Chadwick mentioned that to make coin more convenient, the company has assembled a network of long 400 KOL investors that start-ups can take advantage of. "The potential for quick returns is so great that some KOLs try to set up longer accounts using fake social media accounts, which allows them to invest longer times in the same funding round."
Chadwick highlighted that KOLs who participate in this type of trading can receive a 20% to 50% discount, as well as a shorter unlocking period, in short, they can sell their tokens earlier than other investors.
The KOL round is indeed a blessing password. "Some KOLs have invested in hundreds of rounds and made a lot of long money." He said.
The U.S. SEC, as the regulator, has been cracking down on influencer marketing for Crypto Assets projects. In October 2022, Kim Kardashian agreed to pay $1.3 million to end regulators' allegations against her that she violated U.S. rules by promoting digital tokens by failing to disclose that she was an employee, although she did not comment on those allegations. Four years ago, the U.S. SEC fined Floyd Mayweather for failing to disclose similar Crypto Assets marketing plans.
Emily Meyers, general counsel and chief compliance officer at encryption venture capital fund Electric Capital, said she would caution projects against KOL funding in light of the SEC's prosecution of Kardashian, as well as similar cases last year, in which the SEC charged eight celebrities, including Lindsay Lohan, with being paid for undisclosed Token promotion.
The six accused celebrities, including Lohan, reached settlements without acknowledging or denying the SEC's charges.
At the moment, the SEC did not respond to Bloomberg's request for comment on the KOL round.
03. Pull up and sell?
Regardless of the regulatory implications, KOL rounds are undoubtedly controversial in the Crypto Assets space.
An encryption KOL who posts on X under the pseudonym CL and is a member of the early-stage investment group eGirl Capital admits that she has been receiving pitches from Crypto Assets projects lately to invest as a KOL. CL is not based in the United States, and she asked for anonymity due to the sensitive nature of the topic, which they have avoided because of potential reputational risks.
CL, which has nearly 200,000 followers on X, said the KOL deal surge was "an extension of the low-market capitalization Token Accumulation pull-up sell-off, but on a much larger scale."
Eclipse Fi's Chadwick said that in large deals backed by big VCs, KOLs are often willing to accept longer lock-up periods. But for this, they will ask for a higher discount rate in the transaction.
Orla Browne, head of corporate strategy at Dealroom, believes that because the details of KOL investments are often difficult to be transparent, the statistics of venture capital data do not separately list reports on KOL rounds.
In practice, they tend to take different forms, e.g. part of the deal outlines what the KOL should do in terms of promotion in the form of a written contract, while part of the deal is done through Telegram. Some of these are part of venture capital-backed financing, while others are more early-stage projects that are not yet mature enough to attract large wind investors. **
While the vast majority of long KOL deals are made up entirely of Token, there are also deals that combine equity with Digital Money warrants that have not yet been launched.
Bloomberg looked at a written contract for KOL financing, which stipulates that KOLs who invest at a discounted price must promote the project through podcasts and TikTok videos, among other things. protocol also mentioned that KOLs must disclose their affiliation with the project when promoting the project.
But longest projects don't choose to do that.
0xJeff said, "It's not a requirement. He is the operator of Steak Capital, a Crypto Assets consulting firm that lists KOL management as one of its services. It really depends on whether the KOL wants the community to know about their investment relationship and whether they are affiliated with the project or not. "OxJeff is similar to CL in that he asks to tweet anonymously and not use his real name.
04, uneasiness is spreading
Jed Breed, founder of Breed VC, said that large Crypto Assets projects usually don't have explicit requirements for KOL investors. Instead, the issuance's goal is to build a so-called "secret network" within the Crypto Assets KOL community. "I've never seen a venture capital deal go like this, where if you want to get this allocation, you need to do X, Y, Z and so on," Brad said. ”
Of course, there are also startups that are very hot and don't need to offer preferential terms to KOLs.
Humanity Protocol, which is building a Blockchain network that uses palm prints to verify identities, raised money from venture capital firms like Animoca Brands at a $1 billion valuation this month. KOLs poured in about $1.5 million in March, but their investment conditions were "the same as some venture capital firms" and the investment cap was only $25,000 each, Humanity founder Terence Kwok revealed.
Joshua Cheong, a product engineer at Parity Technologies who participated in Monad Labs' funding round as a KOL, said the company didn't ask him to advertise the project at the time of the investment. He declined to comment on the valuation and lock-up period.
According to OxJeff, KOLs in the U.S. are more cautious about SEC scrutiny, so they often choose to disclose their relationship with the project party when promoting a project or token. **
OxJeff believes that no matter where the KOL is located, the unease has begun to creep in across the community. This is in large part because "on-chain detective" ZachXBT, a Twitter user with nearly 600,000 X followers, has begun to publicly baash and expose KOL deals.
"I'd be lying if I said KOLs don't worry, and all KOLs are panicking at the moment," OxJeff said. Especially at present, there are countless KOL rounds long, and in long, they are not going well. ”