On February 2, some Twitter users were confused to find themselves suddenly following the Twitter account of an NFT operation, as BJP had taken its existing 250,000-follower Twitter account and rebranded it to "ART3.io" and begun promoting various NFTs with posts of "gm". The primary BJP organization started a new Twitter account, @bjp1854, which had a total of around 1,500 followers. On February 8, investors received an email from BJP announcing the company had been sold, and that they would be paying back shareholders £50,000 of the £1.8 million, a 92% loss.
Longstanding British photography institution baits-and-switches investors with NFTs
The British Journal of Photography is a magazine and institution within the fine art and documentary photography world dating to 1854. In June 2021, they asked for investments, but were optimistic about the organization's performance, saying that they projected 6x returns over the next four years. They were successful in raising £1.8 million (about $2.4M) in shareholder investment. In November, the organization emailed investors announcing the launch of ART3.io, "our foray into the fast-growing NFT space", but still seemed optimistic about the "game changing opportunity for the business" that it would present.