Warner Records and Probably Nothing launched Probably A Label as an NFT project because the technology allowed them to give the community a strong voice in the label's decision making and ensure they benefit from its success, and access to the range of community benefits. These aspects are inherent to NFT technology, and would have to be built separately and from the ground up if not using the blockchain.

Probably A Label chose to partner with OpenSea to maximize the success of their drop – with a specific focus on 1) our industry-leading Trust & Safety mechanisms, and 2) our seamless launch support.

Imitation and plagiarism can hinder trust across the NFT ecosystem – and copyminting (or copies of authentic NFTs created with the intent to deceive) can make it difficult for a community to decipher what is authentic and what is fake. OpenSea is leading the way in detection and enforcement mechanisms aimed at improving authenticity in this space; and through the partnership, Probably A Label was able to leverage OpenSea’s trust and safety systems – specifically copymint protection, account and collection verification process, and authenticated marketing support – to help protect their community from inauthentic content. This allowed their community to have greater trust that what they were buying was authentic.All of these features help to ensure that existing and potential community members were delivered a safe and secure experience and felt a level of confidence transacting on OpenSea that other marketplaces or standalone project pages are unable to offer.

Every new project is built differently, and therefore requires a partner who can support a diverse set of launch mechanisms (without having to build new processes from scratch). OpenSea supported Probably A Label’s launch with powerful drop mechanics, a frictionless minting experience, and tailored marketing. OpenSea’s drops tool allows projects to tailor their drop mechanics to their goals with a variety of out-of-the-box solutions. In this case, the Probably A Label team wanted to give long standing community members early access via a tiered allowlist structure, and do a delayed reveal with randomly assigned rarities, and OpenSea allowed them to do both.

The Probably A Label team also wanted their experienced buyers to have a simple and familiar mint process, while still making it easy for new community members, and OpenSea was key to providing that experience. OpenSea was the single source of truth for the drop and a destination that many community members were already familiar with. For new buyers, OpenSea provided a simple and easy-to-understand interface, rich storytelling surfaces on the drop page to help communicate all the project details, and educational content through the Learn Center.

In addition to delivering key product support to ensure a successful drop, OpenSea was also an active co-marketer of the project – leveraging OpenSea’s own Twitter, Instagram, and Discord communities, along with email and website placements, to share details and build hype ahead of the mint. OpenSea’s Marketing team also worked closely with the Probably A Label team to advise on their own marketing tactics, including social media and press strategy.

The Probably A Label team’s strong project roadmap and community building, combined with OpenSea’s cross-functional support, ultimately led to the success of this drop. Probably A Label identified clear utility they could provide to both musicians and fans, and had a thoughtful project roadmap to delivering value. They also focused on the audiences that most mattered to them, spending a lot of time nurturing sister communities from like-minded projects. Through a strong project concept and a deeply engaged fan base, they had created a community who couldn’t wait to participate in the project.

OpenSea’s high-touch, highly consultative partnership was also key to this project’s success. The Probably A Label team was able to have a robust project page on the front page of the NFT ecosystem, with their desired drop mechanisms, a safe, trusted, seamless mint experience, marketing and press firing across all cylinders, and support from OpenSea team members across many functions all along the way.