Adrian Stefanov is a Bulgarian community curator and Web3 storyteller known for building crypto-native communities through gamified engagement and narrative-driven experiences. He is also described as an ASMR expert and advisor, a background that informs his focus on attention, comfort, and user experience in online communities. In the crypto ecosystem, Stefanov is most closely associated with community leadership in NFT culture and brand building, including his role as Chief Community Officer at Cozies.
Overview
Community has become a critical layer of crypto adoption, particularly for NFTs and consumer-facing applications where identity, culture, and sustained engagement can determine whether a project retains users beyond initial launch activity. Stefanov’s public profile is centered on this community layer. He has emphasized fantasy world-building, storytelling, and role-playing game (RPG) concepts as practical tools for creating shared context, encouraging participation, and giving communities reasons to return beyond price action.
Stefanov’s work sits at the intersection of content, social systems, and product feedback loops. In practice, community leadership in crypto often includes moderation strategy, onboarding flows, education, and programming that turns passive holders into active participants. His approach has been framed around immersive settings and clear narrative arcs that help new users understand what a project is, what it stands for, and how to contribute.
History and Background
Stefanov is described as a community curator and Web3 storyteller with an additional specialization as an ASMR expert and advisor. While ASMR is typically associated with media and sensory comfort, the overlap with community building is operational: both require careful attention to tone, pacing, and audience response. In a market where many communities are shaped by high volatility and fast-moving narratives, these skills can translate into more deliberate communication styles and a stronger emphasis on psychological safety and belonging.
His professional identity has also been shaped by interests in fantasy settings, long-form storytelling, and RPG design. These influences are commonly used as scaffolding for community experiences, enabling projects to build lore, roles, quests, and seasonal events that structure participation and make engagement feel collaborative rather than purely transactional.
Role at Cozies
Stefanov serves as Chief Community Officer at Cozies, an NFT project that positioned itself as an alternative to more aggressive, speculation-heavy branding that characterized parts of the NFT market cycle. In a CryptoSlate interview, Stefanov and the Cozies team described the project’s cultural framing around “Hygge,” a Danish concept often translated as comfort and coziness. The project’s stated goal was to emphasize a calmer identity and community tone rather than “crypto-bro” or “degen” cultural signaling.
Cozies became part of a broader wave of NFT projects exploring lifestyle branding and identity-first membership, where the community’s social fabric is treated as the product alongside the collectible artwork. Coverage of the project and its positioning is available in CryptoSlate’s interview, Cozies look to tackle web3’s crypto-bro, degen culture through Hygge ‘cozy’ culture NFTs.
Community Building Approach
Stefanov is associated with community strategies that borrow from game design and narrative writing to create repeatable engagement loops. In Web3, these strategies can provide structure during both bull and bear markets, when attention and activity fluctuate.
- Gamified engagement: participation frameworks that reward contribution, collaboration, and consistency, not only trading or speculation.
- Story settings and lore: narrative devices that help a community develop shared symbols, roles, and identity.
- Immersive programming: themed events, seasonal arcs, and community-driven initiatives that make participation feel cumulative.
- Tone and communication design: a focus on clarity and comfort, informed by ASMR-adjacent sensibilities and audience care.
Use Cases and Market Position
Stefanov’s work is most relevant to NFT communities, creator-led brands, and consumer crypto products that depend on sustained social participation. For these projects, community leadership often acts as both customer success and product research. Well-run communities can reduce friction for newcomers, surface issues earlier, and create feedback channels that guide roadmap decisions. In the NFT segment specifically, community cohesion can influence secondary market behavior, creator partnerships, and the long-term durability of a brand’s identity.
Risks and Considerations
Community-led projects in crypto face several structural risks. NFT markets are cyclical, and community participation can drop sharply during downturns, placing pressure on moderators and leaders to maintain healthy engagement without relying on price incentives. Narrative-driven communities can also become overdependent on constant events, which may not scale sustainably without adequate staffing and clear governance. In addition, online communities face platform risks, moderation challenges, and reputational exposure, particularly when expectations around inclusivity, transparency, and disclosure are not consistently met.
Within these constraints, Stefanov’s profile reflects a specialized segment of the crypto workforce focused on community as infrastructure, treating culture, narrative, and communication as core components of product success rather than marketing add-ons.
