If 2023 was about recovery and reckoning, then 2024 was all about resurgence and reinvention. From the groundbreaking approval of spot BTC and ETH ETFs to BTC hitting it’s $100K milestone and continuing to hit All Time Highs amidst the post US election rally, this year was defined by breakthroughs, big wins, and fresh perspectives.

Here’s a quick look at some of the key moments that shaped crypto this year:

TL;DR for 2024 in Crypto: A Recap

Ethereum’s Scalability Saga: As network congestion lingered, Ethereum’s scalability challenges remained a hot topic. Layer 2 solutions stayed at the forefront of the conversation.

BTC & ETH ETFs Go Live: The wait was finally over. ETFs for Bitcoin and Ethereum launched, making waves in the market.

Pro-Crypto U.S. Government Wins: In a surprising turn, pro-crypto voices gained traction in Washington, influencing regulatory decisions and giving the industry much-needed room to breathe.

Memecoin Mania 2.0: The memecoin craze reached new heights, with hype cycles that felt like rollercoasters.

AI x Crypto Narrative Boom: AI-powered tools became a hot topic, sparking renewed interest in the potential for AI and blockchain to collaborate and reshape the tech landscape.

2024 wasn’t just about crypto surviving—it’s about crypto’s inevitable dominance in the future of money.

YAP Global’s Year of Growth

Our Roman Offsite

In July, we hosted our third annual offsite, bringing together 24 team members from hubs in New York, London, Cape Town, and Singapore at a beautiful Italian chateau. The opportunity to collaborate face-to-face was a rare and special one, and we focused on three main goals: elevating our PR efforts, strengthening our team culture, and strategizing for the future.

The week was filled with insightful workshops that honed both our PR and Leadership skills: Creative writing workshops stretched our critical thinking, by prompting us to put an unexpected spin on familiar narratives. We set goals for dream clients; writing this at the end of the year, we’re proud to have won some major accounts including Coinbase Singapore and Arbitrum Foundation. We also had plenty of time to get to know each other better—after all, personality type quizzes were a must!

We also bonded, which helped strengthen our team work. Afternoons were spent lounging by the pool, playing table tennis, or jamming to impromptu guitar and piano sessions under Italy’s sun-soaked trees.

Big Wins of 2024

2024 was a year of milestones, both personal and professional.

On a personal note, I became a mother and welcomed a beautiful new addition to our family. The journey into motherhood has been both rewarding and challenging. Balancing sleepless nights and the endless joys of parenthood with running a business has been transformative. It’s taught me the importance of prioritization, resilience, and leaning on my amazing team. As a “crypto mom,” I’ve found a unique community that celebrates the intersection of family and the fast-paced world of Web

Professionally, this year marked significant growth for YAP Global. One of our biggest moves was doubling down on Singapore as a key hub for Web3 innovation. We expanded our team in the region and spent nearly three months immersing ourselves in Singapore’s dynamic market. This time on the ground allowed us to strengthen client relationships and ensure the team had a solid foundation for growth. We are also thrilled to announce several well-deserved promotions that reflect our commitment to nurturing talent within our organization: Chris Fay has been promoted to Associate Director, Head of PR and Communications; Debra Nita is now Associate Director, Head of Growth; Andrew Wickerson, Tiffany Mac Sherry, and Vasundhara Singh have all been promoted to Account Manager; and Emma Murphy has stepped up to the role of Senior Account Executive. These advancements will undoubtedly enhance our capabilities as we continue to drive success in the Web3 space.

Looking back on 2024, it’s clear this was a year of growth—personally, professionally, and as a company.

PR Partnerships & Conferences

This year, YAP Global had the privilege of being PR partners for several key crypto conferences around the world, including:

• ETHDenver: ETHDenver 2024 brought together thousands of innovators, developers, and thought leaders. One of the standout moments was RFK Jr.’s advocacy for Bitcoin as a powerful tool for freedom and financial sovereignty.
  
  

• ETHCC [7]: The 7th Ethereum Community Conference in Brussels was a vibrant gathering, with over 5,000 attendees and 350 speakers. This year’s event doubled last year’s attendance, focusing on Ethereum’s rollup-centric roadmap and the future of on-chain activities.

• ETH Singapore: ETH Singapore Week brought a fresh burst of energy to the city, featuring inspiring talks, groundbreaking ideas, and a strong focus on community and diversity within the Ethereum ecosystem.

• Cosmoverse Dubai: Cosmoverse 2024 in Dubai saw over 2,000 attendees and 127 speakers across 10 tracks. Topics ranged from Bitcoin and Real-World Assets (RWA) to AI, with highlights including the Hackmos hackathon and discussions around governance models in the Cosmos ecosystem.

• [Redacted]: Over three days, Web3 innovators, thought leaders, and the NEAR ecosystem came together for a groundbreaking event. Key highlights included the launch of the NEAR AI Assistant and Research Hub, insights on DeFi, and a keynote on digital sovereignty by Edward Snowden.

Contextualised Conversations & Connect

Our Contextualised series continued this year, offering a mix of panel discussions and networking events. Some highlights include:

• Contextualised Connect Brussels: Our Brussels event was a relaxed yet insightful prelude to EthCC[7], featuring keynotes from Cookie3 and NEAR Foundation, with plenty of opportunities for networking—all set against the backdrop of Belgium’s renowned hospitality. We also got to get together with the Crypto Comms Collective – our community partner for this event.
• Contextualised Conversations Singapore: In Singapore, we brought together leaders like Danny Chong from Tranchess, Dr. Steven Zhu from Standard Chartered Bank, Li Zhen from DBS & Ivan from StakeStone, to discuss crypto in Asia, covering everything from institutional adoption to the evolution of DeFi and derivatives—while enjoying drinks at the famous ArtScience Museum.

The Context: A Year of Steady Growth

YAP Global’s weekly crypto newsletter, The Context, saw impressive growth this year. Our aim with The Context has always been clear: to help everyone stay up-to-date with developments in Crypto, DeFi, and Web 3.0. We continued to do this by achieving a 27.2% increase in subscribers and hitting 19,300 views, cementing its place as a trusted source for crypto insights.

We love puns here at YAP Global and our top 5 favourite headlines for The Contex this year include:

1. ‘The Great DAObate” #108
2. ‘Halve you any Bitcoin?” Yes sir, Yes sir blocks are full #119
3. SEC Goes on the Atkins Diet #152

We also launched The Context on LinkedIn, where we quickly built a community of 350+ subscribers in just two months. With readers from leading media outlets like Forbes Digital Assets, CoinDesk, CoinTelegraph, Blockworks, and DL News, The Context continues to deliver timely, engaging updates on the stories shaping the crypto world.

Check it out here.

The Path Forward

As we look toward 2025, the YAP Global team is ready to tackle the challenges of a changing market. With anticipated team growth and exciting client opportunities on the horizon, we’re poised for a bull market that will require sharp storytelling, strategic partnerships, and innovative communications.

Here’s to a year of growth, resilience, and reinvention. Thank you for being part of our journey—here’s to an even brighter 2025!

As we look toward 2025, the YAP Global team is ready to tackle the challenges of a changing market. With anticipated team growth and exciting client opportunities on the horizon, we’re poised for a bull market that will require sharp storytelling, strategic partnerships, and innovative communications. We are particularly excited about our continued partnerships with ETH Denver 2025 and ETHCC in Cannes— which will further enhance our presence in the industry and expand our network.

Here’s to a year of growth, resilience, and reinvention. Thank you for being part of our journey. Here’s to an even brighter 2025!