IYK

IYK, short for "If You Know", builds NFC-based tooling that links physical items and in-person events to digital records. Brands, artists and creators embed IYK chips in merchandise and apparel; consumers tap a smartphone against the chip to authenticate the item and, in return, receive digital collectibles and access to brand exclusives. Businesses gain visibility into who owns their products and a channel to stay in contact with those customers.

The IYK Platform is organized around reusable "Modules": a customer chips an item, creates a digital twin without code, configures experiences from a module library, and connects communities around the resulting activation. Customers can customize how ownership is claimed, for example by setting the number of taps or the tap duration required. IYK also sells its own hardware and products directly, including a $39 NFC-embedded IYK Card V2 (PVC, 85.6mm x 54.0mm, 0.76mm thick) that shares contact details, links, on-chain identity and POAPs when tapped, plus lanyards, wristbands, apparel, chipped stickers and TapCards.

IYK Music applies the same stack to the artist-fan relationship. Artists activate merch with IYK Chips and add IYK Check-ins at shows; fans collect a "Proof" for each item claimed and show attended, and Proofs grant access to "Unlocks" such as early access and exclusive content. Fan activity accrues to a World ID living fan identity, with XP, tiers and rankings, first-party insights for artists, and announced-but-unreleased Fan Clips and Quests features.

Founding story

Cofounders Ryan Ouyang and Christopher Lee met in 2021 by messaging anonymously on Discord; Lee was then a software developer for Major League Baseball and Ouyang was taking time off from college. They settled on the idea of implanting NFC chips into merchandise so customers could tap a phone to verify authenticity and receive NFTs and brand exclusives. At the time of the 2023 funding announcement Ouyang was 22 and Lee was 34.

Business model

IYK sells a self-serve platform and tailored activations to brands, artists and creators, and also sells chipped hardware and merchandise (cards, lanyards, wristbands, apparel, stickers) directly to end users through its shop.

Direct product sales are priced per unit (for example, the IYK Card V2 at $39 per unit) alongside platform-based work for brand, artist and event clients.

Traction

The platform reported 871,714 total taps to date. At the September 2023 funding announcement IYK supported 100 creators and brands. A published case study states Disturbed used check-ins to build direct connections with over 100,000 fans on tour.

Latest developments

IYK Music positions the company around artist-fan engagement, with Fan Clips and Quests listed as coming soon, and a shop selling lanyards, wristbands, apparel, chipped stickers and TapCards.