Exclusive Interview with Web3 Pioneer 0N1 Force: Entering the Era of Community-Selected CEOs
TechFlow Selected TechFlow Selected
Exclusive Interview with Web3 Pioneer 0N1 Force: Entering the Era of Community-Selected CEOs
0N1 Force, an NFT project launched in 2021, quickly attracted enthusiastic holders including American entrepreneurs, musicians, and media personalities such as Steve Aoki upon its release.
Navigating Web3 tides with focused insightsText: Mariko Nishimura, Forbes JAPAN
Translation: Old Fashion Research
Have you heard of the project called 0N1 Force?
Launched in 2021 as an NFT project, it quickly attracted passionate holders including American entrepreneurs, musicians, and media figures such as Steve Aoki. The collection features 7,777 hand-drawn characters by artist IMCMPLX, inspired by Japanese "Oni" (demons), Balinese deities, and samurai—elements familiar to many in Japan. The community's mission centers around creating comics and animations based on these characters.
Although 0N1 Force became a hot topic early in 2021, the project later faced tensions between its community and management—largely due to perceived neglect—and was temporarily labeled a "dead" project. However, 0N1 Force is now showing clear signs of revival.
Japan is currently paying close attention to community-driven initiatives such as Web3 and DAOs. I myself am part of a Web3 research group DAO spun off from a Japanese digital agency. While many talk about the ideal of "community-centric projects," those with experience in top-down project management may find it difficult to put into practice. Despite once alienating its community members, 0N1 Force has regained popularity by drawing closer to its community. Notably, its new CEO is a former community moderator who earned support during tough times. How can an organization win back the affection of its community? We spoke with 0N1 Force CEO Starlody, artist IMCMPLX, and 0N1 Force Japan representative NORI for insights.
CEO Starlody resides in San Francisco, while artist IMCMPLX lives in Bali, Indonesia. The theme of their Japan tour is "REBORN—Rebirth." As a project deeply inspired by Japan, 0N1 Force gathered in Tokyo to relaunch alongside the Japanese culture and community they cherish, seeking renewed inspiration. They hosted events to explore visions of the 0N1 Force universe imagined by community members, shared meals together, and discussed collaborations with KANSAIMAN (Kansai Super Workshop) to embroider standout works onto flight jackets as surprise gifts. Other artworks were exhibited at EDGEoff, a gallery in Daikanyama, Tokyo, offering numerous opportunities for 0N1 Force NFT holders and creators to showcase their work.
I had the privilege of attending several 0N1 Force events in Japan. The atmosphere was warm and welcoming, and I could clearly sense the sincerity behind their promise never to repeat past injustices toward the community.
The 0N1 Force core team at the community art exhibition
Addressing Community Anger and Gradual Leadership Transition
Starlody was selected as CEO from a new team supported by the community. But what is his background, and how did he become CEO?
Starlody: When 0N1 Force first launched in the summer of 2021, I was following the project as a fan. At the time, I was running an art website and was immediately drawn to the highly artistic nature of the project created by IMCMPLX. It was a high-priced project then, so I viewed it as aspirational. But I started getting involved by creating videos for the San Jose Anime Convention, gradually becoming more active in the community. Initially volunteering on weekends, I slowly took on more product management responsibilities.
While I thought participating in blue-chip projects (top-tier NFT projects like Bored Ape, CryptoPunks, Azuki, Doodles, CloneX, and including 0N1 Force) would benefit my career, the passion within the community truly impressed me. There were people openly sharing their dreams and love for 0N1 Force, and artists eager to collaborate on turning 0N1 Force into an anime. I wanted to contribute to this community, which is why I became CEO in March 2023. Another key factor was the opportunity to work closely with IMCMPLX, the artist behind the 0N1 Force project I admired.
IMCMPLX: I’m responsible for the artwork of 0N1 Force and was one of the founding members. When Starlody first joined, I had concerns about whether he was the right fit. This was because, at the time of his arrival, the community was angry, and internal controls were lacking. I doubted anyone could calm the situation under those circumstances. However, seeing Starlody sincerely listen to community frustrations, manage internal affairs, and develop both community plans and long-term strategies for 0N1 Force convinced me we could work together—I invited him to join us.
The reasons for community anger were clear.
We loved the 0N1 Force project. So I believed that if I could dissipate the anger, extract the genuine intentions behind their feedback, and reflect them in our roadmap, the project and community could have a bright future. As a Web3 project, we must collaborate with our community, so it’s crucial to extract insights without being swayed by emotion. Given the decentralized nature of Web3 communities, everyone holds different perspectives. It’s important to focus on consistent, steady output and gradually influence community perception, rather than attempting top-down decisions all at once.
To better understand the roots of initial community conflict, we turned to NORI, who was more familiar with the early tensions.
NORI: When I first witnessed the situation, I was truly shocked. I attended a town hall meeting held by the project in February 2022, where everyone was attacking and criticizing the new community management team. People were even editing the CEO’s roadmap directly in a shared Google document. The root cause of the anger was clear: 0N1 Force was supposed to be a community-first project, yet the team appeared indifferent, lacking vision and motivation. If you invest in a high-priced NFT expecting certain promises, only to see them broken, this kind of backlash is natural.
I was stunned listening to the town hall, but I stayed until the end. The event was held on West Coast time, which meant early morning in Japan, but I was deeply interested in 0N1 Force and wondered if there was something I could do in Japan. So I reached out to Starlody, who managed the community, asking if I—a Japanese person—could get involved in planning and other activities.
Before February 2022, there were several Japan-themed NFT projects like 0N1 Force and Azuki, but their founders came from outside Japan. My motivation for reaching out to Starlody was a desire to somehow connect Japan with the global scene. Initially, I wasn’t sure about their depth of understanding of Japanese culture. But when I spoke with them, I realized they knew far more about anime and art than I did. I’d originally assumed only Japanese people should lead Japan-themed projects, but after meeting IMCMPLX and Starlody, that view diminished. Seeing how deeply they respected Japanese culture, I decided to continue working with them.
In summary, community anger stemmed largely from unmet expectations and prior team neglect. However, Starlody’s sincere listening, improved internal governance, and clear roadmap for 0N1 Force’s future helped rebuild trust. As CEO, Starlody emphasizes close collaboration with the community and steady, incremental progress. His partnership with IMCMPLX and other artists, along with his appreciation for Japanese culture, has contributed significantly to the project’s revitalization and ongoing success.
Web3 Art Project: 0N1 Force
Community dissatisfaction began in the fall of 2021—over a year ago. Why didn’t the community abandon the project, and how did the new 0N1 Force led by Starlody emerge?
IMCMPLX: I think a major reason is that someone like Starlody, who genuinely values the community, became CEO. The community likely felt empowered knowing they could help bring about leadership change. While the previous founder appointing Starlody might seem like a typical Web2-style personnel move, the way Starlody was embraced felt more aligned with Web3 principles. Additionally, our continuous innovation as a Web3 project may be another reason the community remains engaged.
For example, the project itself was initiated in a Web3-native way. We launched it with artists like JR, whom we met on Clubhouse while everyone was scattered across different locations. Unlike most NFT projects that are typically run by friends, colleagues, or funded teams, we moved forward on 0N1 Force by investing our own time and gathering contributors from around the world. This may represent one of the earliest examples of a Web3/decentralized NFT art project.
Moreover, 0N1 Force was the first to create an Allowlist system—a now-common feature in NFT projects that prioritizes NFT distribution to those who’ve contributed to the community. It was originally designed to manage access fairly, preventing gas fees from spiking when too many users tried to mint simultaneously.
0N1 Force Founder/Artist IMCMPLX
The Idea Behind the "Demons"
Why did 0N1 Force choose "Oni" (demons) as its central theme?
IMCMPLX: I deeply respect Japanese culture. Beyond 0N1 Force, I have another project called "Inari," inspired by visiting Kyoto’s Fushimi Inari Shrine. The origin stories of Shintoism and its deities are fascinating—the teachings and narratives themselves are compelling. 0N1 Force was born out of love for this Japanese culture.
As for why demons specifically, part of it is personal. I was told that even when I'm happy, my facial expression looks demonic. Also, when I get excited, my face turns red—so I got nicknamed the "Red Demon." Demonic imagery has always been close to me. Having grown up with these experiences, I began wondering: Are the demons we know really evil? Could they also have a good side? This personal reflection led to the birth of 0N1 Force. The characters also incorporate Barong, a deity from Bali, Indonesia—my home country. Through 0N1 Force, we want to ask: "Are gods and demons really so different?"
Though demons and gods coexist, we aim to create a nostalgic and warm world. Early popular NFT projects often felt cool but cold or cynical. We wanted to build something warm and nostalgic—something that captures the feeling of being alone in your room at 3 a.m., immersed in this universe.
The core team of 0N1 Force once clashed with its community. How will this trial shape the future?
We want to combine 0N1 Force’s IP with the creativity of our community to produce anime and comics. Furthermore, by leveraging Web3/blockchain technology, we aim not to replicate what existing Web2 companies do, but instead focus on transparency and credibility in our operations.
We hope our new content will be creatively rich, helping people feel humanity in an age increasingly shaped by AI. Growing up in Silicon Valley, I’ve seen many companies like Facebook prioritize profit over corporate responsibility. As a Web3 leader, 0N1 Force aims to move forward with trust and respect for the community and all stakeholders.
NORI: Right now, being involved in a Web3 project means embracing constant evolution. Therefore, we want to focus on creating new forms of IP without fear of continuous development. Our goal is to amplify the voices of the 0N1 Force community to broader stakeholders and establish 0N1 Force as the next-generation standard for IP.
At community events, we met an artist from the U.S. who used AI to create art inspired by the 0N1 Force universe, and another artist who spoke about expertise in building virtual spaces. The project aims not only to harness artistic talent but to leverage the skills of every participant, using technology and decentralization to tap into globally distributed talent. We look forward to closely following 0N1 Force—an exemplar of a Web3 art project—continuously innovating as an organization and IP, paving the way for the future of art and entertainment.
How will 0N1 Force’s "REBORN—Rebirth" tour unfold in the future?
You can watch from the sidelines, or you can join the community and help co-build it—it’s up to you. We should take Starlody’s words to heart: the IPs of the future should be things that contribute to our own growth.
Join TechFlow official community to stay tuned
Telegram:https://t.me/TechFlowDaily
X (Twitter):https://x.com/TechFlowPost
X (Twitter) EN:https://x.com/BlockFlow_News
Forbes JAPAN
