The Ethereum-based NFT project Doodles has entered a bold new chapter with the announcement that artist Scott Martin, widely known by his pseudonym Burnt Toast, is stepping into the role of CEO. He succeeds Julian Holguin, the former Billboard executive whose tenure oversaw major brand integrations, including high-profile collaborations with Adidas and McDonald’s. This leadership transition marks a pivotal shift in Doodles’ strategy—moving from corporate partnerships toward a more community-driven, creatively disruptive vision.
A Creative Visionary Takes the Helm
Burnt Toast, the original artistic force behind Doodles, is reclaiming executive leadership with a clear mission: to recenter the project around its roots in authenticity, risk-taking, and radical transparency.
"I am stepping in as CEO of Doodles. We’re moving to a vision with a strong bias for risk, disruption, radical transparency and the authenticity that made us who we are in the first place."
This message, posted on X (formerly Twitter), signals a philosophical pivot. After a period of Web2-style brand expansion under Holguin, Doodles is now returning creative control to its crypto-native founder—a trend increasingly common across leading NFT projects.
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The Legacy of Julian Holguin’s Leadership
Julian Holguin, ex-executive at Billboard, played a crucial role in scaling Doodles beyond the NFT niche. Under his leadership, the project:
- Partnered with Adidas to release digital wearables for NFT holders.
- Teamed up with McDonald’s on a limited-edition coffee collectibles campaign—launched just months ago—blending pop culture and fast food with digital art.
- Strengthened its cultural footprint through a deep collaboration with musician and designer Pharrell Williams, who remains onboard as Chief Brand Officer.
A Doodles spokesperson confirmed that Holguin’s departure was mutual, part of a “broader shift” in the project’s direction. “Julian helped build strong foundations, and we’re grateful for his contributions to Doodles’ evolution,” they said.
From Rapid Rise to Cultural Phenomenon
Launched in October 2021, Doodles captivated the NFT world with its vibrant, cartoon-inspired aesthetic. The initial mint price was approximately $462 in ETH, but demand surged rapidly. By May 2022, the floor price peaked near $57,000—a meteoric rise reflecting both artistic appeal and market momentum.
During Holguin’s tenure, Doodles expanded beyond static images, launching:
- Doodles 2, a second series featuring customizable avatars.
- Acquisition of an animation studio, signaling long-term ambitions in storytelling and media.
- Collaborative short films featuring artists like Pharrell Williams and Lil Wayne.
These moves positioned Doodles not just as an NFT collection, but as a full-fledged entertainment brand.
Returning to Crypto Roots
The appointment of Burnt Toast as CEO reflects a growing trend in the NFT space: projects shedding corporate leadership in favor of founder-led governance. Similar shifts occurred at Yuga Labs (creators of Bored Ape Yacht Club) and Cool Cats, where original creators resumed control after experimental phases with traditional executives.
Burnt Toast emphasized this cultural reset in his announcement:
“Execution isn’t just code or partnerships–it’s culture too. The extractive corpo era of Doodles is over.”
This statement resonates with a community increasingly wary of Web2-style monetization and eager for genuine decentralization.
What’s Next for Doodles?
While official roadmaps have not been released, Burnt Toast has hinted at major developments on the horizon.
In December 2024, he teased a cryptic post suggesting the potential launch of a Doodles-native token, possibly distributed via an airdrop to holders. If realized, this would align Doodles with other major NFT projects like Pudgy Penguins (PENGU token) and Azuki (ANIME token), both of which launched tokens to deepen community engagement and utility.
Such a move could unlock new possibilities:
- Governance rights for token holders.
- Access to exclusive content, events, or merchandise.
- Integration with decentralized finance (DeFi) platforms.
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Market Performance and Community Sentiment
Despite leadership changes, Doodles remains a top-tier NFT collection. Over the past week, its floor price has increased by 6.62%, currently sitting at $13,501. The last 24 hours have shown stability, indicating strong holder confidence amid the transition.
Community sentiment on social platforms is largely positive, with many supporters celebrating the return of Burnt Toast as a sign of renewed creative integrity.
FAQ: Your Questions About Doodles’ Leadership Change
Q: Why did Julian Holguin leave Doodles?
A: According to a Doodles spokesperson, Holguin and the team “mutually decided to part ways” as part of a broader strategic shift toward a more community and creator-focused model.
Q: Is Pharrell Williams still involved with Doodles?
A: Yes. Pharrell Williams continues to serve as Chief Brand Officer. His creative influence remains integral to Doodles’ identity and future campaigns.
Q: Will there be a Doodles token?
A: While not officially confirmed, Burnt Toast has strongly hinted at an upcoming token launch, possibly through an airdrop to existing NFT holders—similar to what Pudgy Penguins and Azuki have done.
Q: What does Burnt Toast’s leadership mean for future collaborations?
A: Expect fewer traditional brand deals and more artist-driven, community-aligned projects. The focus will likely shift toward immersive experiences, digital fashion, and decentralized governance.
Q: How has the market reacted to the CEO change?
A: Positively. The collection’s floor price rose 6.62% in the week following the announcement, reflecting strong community support and optimism about the future direction.
Q: Are Doodles NFTs still worth investing in?
A: With strong artistic value, a loyal community, and upcoming utility via potential tokenization, Doodles remains one of the most resilient blue-chip NFT projects in the market.
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Final Thoughts: A New Era for Digital Collectibles
Doodles’ leadership transition isn’t just a personnel change—it’s a statement about the evolving values of the NFT space. As projects mature, there’s a growing emphasis on authenticity, creator ownership, and decentralized culture over corporate scalability.
With Burnt Toast back at the helm, Doodles is poised to reclaim its identity as a pioneer of creative disruption in Web3. The fusion of art, music, animation, and blockchain technology—backed by a loyal community—positions it uniquely for what’s next.
Whether through an upcoming token launch or new immersive experiences, one thing is clear: big things are cooking.
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