Nicole Muniz is the CEO of Yuga Labs, the company behind and responsible for the creation of the non-fungible token (NFT) platform Bored Ape Yacht Club (BAYC); and the managing director of Something New, a company that specializes in creative design, marketing, branding and managing companies. 
In 2006, Nicole Muniz began working at K.Walter Thompson Worldwide, an advertising company that later merged with Wunderman Thompson, as a producer. In 2008, after leaving K.Walter Thompson Worldwide, she became an executive producer at B-Reel, an independent film production company that specializes in creating advertisements for brands such as Nike, Ikea, and Sephora. She left this job in 2016 to become the founder and managing director of Something New, a company that specializes in creative design, marketing, branding, and managing other companies. Since 2021, she has been working as the CEO of Yuga Labs, while still maintaining her role at Something New. 
In early 2021, the founders of Yuga Labs, Greg Solano and Wylie Aronow reached out to Nicole as Wylie and her were friends. The founders sought advise on one of their first ideas, a NFT project that allows buyers to place pixels on a collaborative board - the end product being a collaborative art piece. However, Nicole thought that the major problem with the project would be people creating inappropriate drawings. This comment gave them the idea of creating the current BAYC "BATHROOM" as they thought inappropriate, graffiti like drawings reminded them of bathrooms in bars. 
“Releasing their identities and frankly only giving us 30 minutes was very, very dangerous for them and their families”
“It was a story about ‘what if,’ and that sort of leaves me with this feeling of just like, it just felt so dangerous. And the only thing that people got out of it was just knowing their real names”
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