What Moonbirds does

PROOF Holdings, Inc. operates a multi-product NFT and digital art ecosystem centered on the Moonbirds pixelated owl profile-picture collection, with primary operations in Los Angeles and legal domicile in Oregon. The portfolio includes Moonbirds, the PROOF Collective (a capped 1,000-member art collective), Oddities (10,000 generative NFTs by artist Gremplin, CC0-licensed), Mythics, and a seasonal Grails program featuring curated works from notable digital artists (Tyler Hobbs, Dmitri Cherniak, Refik Anadol, James Jean among 96+ featured artists). Supporting products include the Talons Marketplace, Lunar Society (community-supported builders), Builder Tools (open-source Fateweaver, Solidify, Moonlight design system, OpenRarity), exhibitions, and a podcast series.

The platform is built on Ethereum smart contracts with wallet-based authentication via MetaMask and WalletConnect. Notable proprietary technology includes OpenRarity (an open-source rarity protocol co-developed with OpenSea, curio.tools, and icy.tools), Fateweaver (TypeScript NFT generation library), and Solidify (data-to-smart-contract deployment pipeline enabling in-chain artwork storage). Mystery-drop mechanics conceal artist identities until post-mint live reveal events as a community engagement lever. As of 2024, Moonbirds IP is licensed and administered by Yuga Labs, Inc.

PROOF monetizes primarily through secondary-sale royalties of 5.0–10.0% across its collections (7.5% on PROOF Collective, 5.0% on Oddities and Mythics, variable rates on Grails by season), with 100% of primary mint proceeds distributed to participating artists. Smart contracts enforce royalties by blocking marketplaces that do not honor creator fees. Distribution occurs through direct minting on proof.xyz and secondary trading on OpenSea and the proprietary Talons marketplace. The customer base consists of NFT art collectors and digital artists, with marketing conducted through Discord, Twitter/X, YouTube, podcasts, and IRL events.

Name

Moonbirds

Legal name

PROOF Holdings, Inc.

Website

https://proof.xyz

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

PROOF Holdings, Inc. operates a curated NFT and digital art ecosystem built around the Moonbirds pixelated owl PFP collection, serving NFT art collectors and digital artists via Ethereum-based smart contracts, seasonal Grails art drops, and a capped 1,000-member PROOF Collective.

Ownership category

akta.pro rank

Product category

NFT Collections / Digital Collectibles

NAICS

Web Search Portals and All Other Information Services (519290)

SIC

Security & Commodity Brokers, Dealers, Exchanges & Services (6200)

akta.pro primary industry

NFT Marketplaces & Aggregators (primary/secondary, discovery, cross-market routing) (FSAPAFAB)

akta.pro secondary industries

General NFT Marketplaces (Multi-Category) (FSADANAA), NFT Infrastructure APIs & Indexing (NFT data APIs, indexing, search, analytics) (FSAPAFAE)

Keywords

• NFT collections
• Digital collectibles
• Ethereum NFTs
• Creator royalties
• Web3 community

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. PROOF Collective NFT Secondary Royalties: PROOF receives 7.5% of every Secondary Sale of PROOF Collective NFTs in perpetuity.
2. Moonbirds NFT Secondary Royalties: Secondary sale royalties for Moonbirds are managed by Yuga Labs, with Pixel Moonbirds Art released under CC0.
3. Oddities NFT Secondary Royalties: PROOF receives 5.0% of every Secondary Sale of Oddities NFTs in perpetuity. Oddities Art has been waived via CC0.
4. Mythics NFT Secondary Royalties: PROOF receives 5.0% of every Secondary Sale of Mythics NFTs in perpetuity.
5. Grails NFT Secondary Royalties: For Grails I and III: Pre Artist receives 10.0% of every Secondary Sale. For Grails II: Proof receives 2.0% and Artist receives 8.0%. Secondary sale royalties apply in perpetuity.
6. Grails Primary Sales to Artists: 100% of primary sales are pooled and distributed to participating artists.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Moonbirds is an Ethereum-based NFT collection of 10,000 utility-enabled pixel-art owl profile pictures (PFPs), sold primarily via the PROOF ecosystem at proof.xyz, with secondary trading on platforms such as OpenSea and the proprietary Talons marketplace. It is accompanied by a broader PROOF product suite including Oddities (companion collectibles), Mythics (egg NFTs), Grails (curated art drops), the PROOF Collective membership NFT, and Builder Tools, all targeting digital art collectors and the Web3 community.

Product overview

PROOF operates a multi-product NFT and digital art ecosystem centered around the Moonbirds PFP collection. The core portfolio includes Moonbirds (pixelated owl PFPs), PROOF Collective (1,000-member exclusive art collective), Oddities (10,000 generative pellets by Gremplin, CC0), and Mythics (egg NFTs from Moonbirds ancestry). The Grails program runs seasonal curated art collections (currently Season V) featuring works from notable artists with varying mint mechanics. Supporting products include Builder Tools (open-source development resources), Lunar Society (community builders), Exhibitions (curated displays), Podcasts, and Talons Marketplace. The ecosystem is built on Ethereum smart contracts with wallet-based authentication via MetaMask and WalletConnect.

Differentiator

Problem solved

Functional benefit

Brands

• Moonbirds: The art collectors' PFP - pixelated owl NFT collection that serves as the flagship NFT collection under the PROOF ecosystem
• Oddities
• Mythics
• Grails
• PROOF Collective
• Lunar Society
• Talons
• Toobins
• Builder Tools

Products and services

• Moonbirds A 10,000-piece Ethereum-based profile-picture (PFP) NFT collection of utility-enabled pixel-art owls, sold to individual Web3 collectors and digital art enthusiasts.
• Oddities A 10,000-piece companion NFT collection designed to extend the Moonbirds ecosystem and provide additional collectible utility for holders.
• Mythics An egg-themed NFT offering within the PROOF ecosystem that complements Moonbirds and Oddities.
• Grails A curated art drop program that showcases digital artists and releases NFT-based art collections through the PROOF/Moonbirds ecosystem.
• PROOF Collective A 1,000-member NFT-based membership collective that provides access, governance, and benefits within the PROOF ecosystem, including Moonbirds-related perks.
• Talons Marketplace An in-house NFT marketplace within the PROOF ecosystem for buying and selling PROOF-ecosystem NFTs, including Moonbirds, Oddities, Mythics, and Grails items.
• Builder Tools Open-source developer tools and resources that allow Web3 developers to build applications, integrations, and analytics on top of the PROOF/Moonbirds ecosystem.
• Diamond Exhibition A curated NFT art exhibition within the PROOF ecosystem showcasing digital artists and collectors through themed drops.

Quantifiable outcome

• 100% of primary sales distributed to artists for Grails collections
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• OpenSeacoreTechnology or IntegrationPartnership with OpenSea for OpenRarity rarity protocol development. OpenSea serves as the primary secondary marketplace for PROOF NFT collections. OpenRarity provides transparent rarity calculations for NFT collections.
• curio.toolscoreTechnology or IntegrationPartner in OpenRarity initiative - an open source rarity protocol providing mathematically grounded standard for calculating NFT rarity using fundamentals of Information Theory.
• icy.toolscoreTechnology or IntegrationPartner in OpenRarity initiative alongside OpenSea and curio.tools for transparent NFT rarity calculations.
• Pace GallerycoreStrategic or Co-development PartnerPROOF x Pace Verso collaboration producing the 'Archive of Feelings by Mika Tajima' exhibition, bridging digital art with traditional gallery presence.
• Yuga LabscoreOthersYuga Labs owns the Moonbirds IP and brand. They are responsible for licensing, royalties, and terms governing Moonbirds NFTs. The license agreement is directly between Yuga Labs and Moonbirds holders.
• Featured Artists (Tyler Hobbs, Dmitri Cherniak, Refik Anadol, James Jean, etc.)coreStrategic or Co-development Partner96+ artists featured across PROOF collections including Grails seasons, Diamond Exhibition, and other PROOF initiatives. Artists create exclusive works and receive royalties on secondary sales.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• OpenSea: OpenSea is the largest general NFT marketplace and serves as PROOF's primary secondary trading venue for Moonbirds, Oddities, Mythics, and Grails. PROOF also partnered with OpenSea to co-develop the OpenRarity rarity protocol, making it both a competitor and collaborator.
• Art Blocks: Art Blocks is a leading generative art NFT platform featuring curated artist projects. PROOF has integrated the Art Blocks engine for the Diamond Exhibition and the two platforms share a similar curation-first positioning targeting digital art collectors.
• Magic Eden: Magic Eden is a major cross-chain NFT marketplace with strong collector liquidity. It competes directly with PROOF's Talons marketplace for secondary trading volume across high-profile NFT collections.
• Blur: Blur is a professional NFT trading platform that has captured significant pro-trader volume through aggressive fee structures. It represents the most price-competitive threat to PROOF's Talons marketplace.
• Foundation: Foundation is a curated NFT art marketplace focused on 1/1 digital art drops from notable artists. It shares PROOF's curation-first approach and overlapping artist roster targeting the same high-end digital art collector segment.
• SuperRare: SuperRare is a curated NFT art marketplace emphasizing single-edition digital artworks from established and emerging artists. Its gallery-style curation model parallels PROOF's Grails exhibitions approach.
• Zora: Zora is a decentralized NFT marketplace protocol and creator tooling platform. It overlaps with PROOF in providing NFT minting infrastructure and a marketplace layer, and competes for the same creator-collector ecosystem.
• Nifty Gateway: Nifty Gateway is a curated NFT marketplace specializing in high-profile artist drops and 'Genesis' editions. Its artist-curation model and mystery drop mechanics parallel PROOF's Grails program targeting digital art collectors.
• LooksRare: LooksRare is a community-driven NFT marketplace with token-incentivized trading. It competes with Talons for secondary NFT volume and represents another marketplace option for PROOF collectors.

Emerging players

• Async Art: Async Art is a programmable art NFT platform enabling layered, master/edition compositions. While smaller, it intersects with PROOF's mission of showcasing innovative digital art formats and serves a similar experimental artist collector base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moonbirds
• YouTubeyoutube.com/playlist?list=PLsvBBjkB4w7b1rL4uzAqM894nzYxDc2-1
• LinkedInlinkedin.com/company/proof-holdings-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moonbirds