Meet Our Founders!

Introducing Arella

Arella (pronounced uh-ray-luh) hails from the tiny town of Truckee, CA, but after 7 years of living in NYC, she made her way back West and landed in Los Angeles.  This is where she found Web3 music!  Arella comes from a strong academic/research background having attended Columbia University and New York University where she obtained a Master’s in Clinical Psychology.  Her understanding of social behavior is what first led to her interest in Web3/Crypto.  After watching the space for a couple of months she found her calling in Web3 music.

Arella grew up with music being a huge part of her life.  Her father is a metal guitarist and Arella trained as a dancer from age 6 through her first few years of college.  As a teen, Arella described herself as a “festival grom” and spent every dollar she made on attending live music.  This still hasn't changed!  Being in “the scene” led Arella to make many connections with emerging artists, many of whom she is friends with to this day.  In NYC, Arella continued her love of live music when she connected with Good Looks Collective and the Drop BK in NYC and all of the incredible musicians they were putting on their stages.  The music space was always a passion, but never the primary focus for Arella, until she got to LA.

Music NFTs were just picking up pace in December 2021 when Arella found Good Karma Records.  She hopped on their team and led the community and operations until the end of Summer 2022.  During her time at Good Karma Records, Arella amassed a ridiculous amount of knowledge and know-how when it came to Web3 music.  She coordinated+executed the creation and functionality of the GKR membership NFT,  interfaced with investors, handled all virtual and in-person events, led Web3 onboarding sessions for new artists in the space, helped artists leverage Web3 tools to support their musical journey, assisted in artist brand strategy, and continues to support Daz Merchant in his Web3 endeavors + much more.  Since leaving Good Karma she has floated around the Web3 music space doing freelance work and onboarding for her network of musician friends including all of WODA collective.

Arella is extremely excited to formalize her knowledge of Web3 music into something tangible and deliverable to the Web2/Web3 community!  Teaching is her bread and butter and she cannot wait to educate musicians inside and outside of Web3 about how to take advantage of this amazing new opportunity and guide them into the space.

Introducing TAROT

Originally from Southern California, TAROT moved to Nashville in 2016 to study songwriting and music business at Belmont University. Since 2020, she's been working as an independent songwriter full-time, writing personalized songs for companies like Songfinch and Songlorious to pay the bills, to pursue her artistic goals.

After learning about Web3 and NFTs in December 2021, she became instantly inspired by this new window of opportunity for independent artists like herself. TAROT sold her first NFTs by minting 28 tokens every day in February — all of which contained a new song written, produced, mixed, and mastered by TAROT herself. The intention behind the Tarotsings Music NFT Marathon was to enter the space as ambitious and vulnerable as she could to build core connections and relationships. It’s basically like a song diary. An inside look into the evolution of who she is as an artist, writer, producer, and person. TAROT created her smart contract on Manifold.xyz and listed the collection on Zora.co. This was just the start of building her Soul Tribe community and Just like that The Soul Tribe community was born and continues to grow through 4 sold out drops on Sound.xyz, 2 sold out music videos on Glass.xyz, and her Soul Tribe Membership NFT. A couple of months ago, TAROT airdropped all of her early collectors The Star Card - a 3D Tarot Card NFT that acts as a token of VIP membership into the Soul Tribe with direct access to TAROT, early access to content/music, free access to any TAROT live show/event, exclusive merchandise discounts, & more!. To open up the community even further, she created a custom mint page with the help of Vol Records for The Sun Card - a 3D Tarot Card NFT that serves as a token of membership in The Soul Tribe community. Taking digital collectibles to a new level of connection, TAROT curated the first ever IRL Soul Tribe event called The Astral Realm Experience in November with Seker Factory DAO in DTLA - a night of live music, art, NFTs, education by leading Web3 innovators, visual projector installations, and pizza of course. TAROT is constantly experimenting and openly challenging herself creatively to connect with true fans of the music. At this point, The Soul Tribe has 250+ unique collectors and counting! TAROT continues to build The Astral Realm, a home where music and consciousness connect humans from around the world at its core level. The Soul Tribe is a family for anyone and everyone to connect through music and collectively elevate to create a positive impact.

TAROT currently works as the lead of Artist Relations at Reveel, an on-chain revenue share protocol that facilitates creator splits in a trustless and automatic way. As a songwriter, she is passionate about the tools that enable collaborators to not only be paid out right away, but to be credited and respected as they deserve. TAROT has gained a deeper sense of Web3 knowledge specializing in the music space through the connections she has built in both her roles as an artist and professional endeavors. She is constantly helping artists better understand how to utilize the tools of the blockchain to ultimately become the CEO of their music.

TAROT understands the barrier to entry in this new world of Web3 music. She believes that there is an endless amount of opportunity for artists to find their wave, flourish, and connect with true fans. She also believes that releasing music on the blockchain can enhance the growth and success of an independent artist's career. TAROT is bridging the gap between Web2 and Web3 music. With her knowledge and experience that continue to grow day by day, she is excited to inspire the next wave of artists and make an impact on the music industry at large.