NFT collective Doodles announced today that former Billboard President Julian Holguin is joining the group as CEO.

The official Doodles account tweeted: “Julian will work alongside the founders to expand Doodles IP throughout music, gaming, and entertainment, while deeply integrating culture into the product.”

That's fitting, considering the decades-long career Holguin has had in the music and entertainment industry. During his 10 years at music industry website and chart maker Billboard, Holguin served as vice president of brand partnerships, senior vice president of revenue and partnerships and, from 2021, president.

Launched in October 2021 by Evan Keast, Scott Martin, and Jordan Castro, Doodles is a collection of 10,000 non-fungible tokens, better known as NFTs, on the Ethereum blockchain. NFTs are blockchain-based deeds to other assets, in this case, a series of animated humans, apes, living flames, cats, and skeletons. Currently, Doodles have a floor price ("buy-now" price) of 22.5 ETH (around $60,000) on OpenSea.

Holders of the NFTs can participate in coordinating the group’s treasury and can vote on future campaigns, effectively making Doodles a DAO, a non-hierarchical online community whose members use Web3 tools to organize control of the group amongst themselves. DAOs use tokens to incentivize their members and govern decision-making by the group.

“Thrilled to be joining Tulip, Poopie, and Burnt Toast @doodles," Holguin tweeted today after the announcement, adding that he has big plans for the project: "Phase 2 starts now - get ready!”