Why I Partied with a Bunch of Apes in Hong Kong

“Dude, I see this Mutant everywhere,” I kept hearing during my recent trip to Hong Kong.

I was there for ApeFest - a massive gathering of the Bored Ape Yacht Club and Mutant Ape Yacht Club.

Well, when asked why I was going, my reply was: “For a conference.”

Much simpler than explaining I was about to join a few thousand others who, like me, owned a digital picture of a monkey.

ApeFest wasn’t just another event. It was a celebration of community. A community where I, along with countless others I knew from Twitter Spaces or Discord, could meet in real life. Often for the first time.

Spotting each other was like a bizarre game of real-life Guess Who?

“That’s SG’s Ape, so that must be SG,” I’d yell, recognizing an Ape (but not knowing the person behind it).

“I know this Ape - aren’t you Balou?” We kept recognizing each other by our digital avatars, not our faces…

Such communities might seem odd to outsiders (or “normies”, as we call them in the Web3 space).

Think Pokémon enthusiasts, Fortnite gamers, hypebeasts, natural wine lovers... you get the idea. Each community, with its unique traits and customs, even a language, can seem impenetrable from the outside.

But here’s where it gets interesting: Within these communities, smaller sub-communities often emerge. And that might be a great opportunity for anyone who wants to build a community but doesn’t want to start from scratch.

At ApeFest, for example, it wasn't just about the main event.

Many subcommunities held their events — NFTBA basketball games, skateBOREDing sessions, dinner parties, photo walks with amazing photographers, you name it.

These weren’t organized by Yuga Labs but were an important part of the ApeFest experience. And that's the beauty of it.

This is what we are doing with our Grateful Show: giving a platform and fostering a subcommunity of builders who create products or services inspired by their Apes or Mutants. Made by Apes…

My Mutant, Infi Torem, is a prime example. People kept saying, “I see him everywhere.” (And they might be right - check this video)

So, how do you achieve that level of visibility in a sea of so many creative and vibrant characters?

It's all about understanding your community and finding ways to stand out. While staying true to the ethos that binds everyone together.

Here are some tips, straight from my playbook - and can be used at any conferences or events, in any field:

Be unique in familiar formats: Everyone has stickers? How about making yours a puzzle or a different size and shape?

Target strategic locations: Instead of just adding to the clutter at the conference entry, why not leave something memorable where people naturally spend time (and/or wait)? A coaster with a witty message at the bar, maybe? Cool lighters in the smoking area?

Do your homework up-front: Planning before the event is crucial. Where will the queues be? Hand out something practical yet branded — a fan with your logo on a hot day, for instance.

Connect authentically: Have a list of people you want to meet. Make genuine connections, not just business transactions. Sometimes, the follow-up is more impactful than the initial meeting.

Enjoy the process: I love stickers and street art, so placing my stickers around feels natural. Use mediums that you genuinely enjoy.

Remember, in a community, it’s about more than just showing up. It’s about making your presence felt in a way that's authentically you.

Because at the end of the day, it’s not just about being seen. It’s about being remembered.

Carpe diem,

Tino

PS: My brain is still available for rent. I’ve hosted a couple of AMAZING Extra Mile 1-on-1 Sessions already. And there's room for two more lucky individuals before the end of this year.