At the intersection of lavish spending and new-era investing lies the Bored Ape Yacht Club. The Bored Ape Yacht Club is arguably the most well-known NFT project within the mainstream.
Individuals of extreme wealth love to purchase these expensive JPEGs for their profile pictures on social media – the modern-day metaverse. This includes professional athletes and a handful of famous rappers. 
Future is a holder of a Bored Ape, and he took his flex to the big screen at Rolling Loud 2022
Future headlined the ultra-popular rap music festival on Saturday night, exposing tens if not hundreds of thousands to the Ape Club – potentially for the first time. 
There probably aren’t many concert-goers who went home and purchased the $100,000+ digital asset, but there is something to be said for the IP. 
While other brands spent large sums of money on advertisements, The Bored Ape Yacht Club was featured for free. Future technically owns the IP to use his Bored Ape – as do all holders of Bored Ape Yacht Club NFTs. 

The decision by BAYC's parent company, Yuga Labs, to give the IP to the NFT owners made this possible, and Future’s signal made this clear. 
It is a brave new world for digital assets, creators, and IP ownership – and NFTs seem to be the glue capable of holding all of these things together. 
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