In a span that barely allows for a coffee break, Snoop Dogg‘s latest venture into the digital asset space generated $12 million through the sale of nearly 996,000 NFTs on Telegram’s TON blockchain—a remarkable feat considering the broader NFT market has been experiencing what charitable observers might call a prolonged winter.
The collection, featuring designs inspired by the rapper’s iconic aesthetic including vintage cars, swag bags, digital dogs, and predictably marijuana-themed items, sold out in precisely 30 minutes. These tokens function as animated profile pictures on Telegram while offering conversion capabilities into the platform’s in-app currency, Stars—a utility feature that distinguishes them from the purely speculative offerings that characterized the previous NFT boom.
The timing proves particularly intriguing given the market’s recent performance metrics. NFT sales plummeted 61% in Q1 2025 compared to the same period in 2024, with monthly volumes declining 41% and transaction counts dropping more than 55%. Yet here stands Snoop Dogg’s collection, defying gravity with the kind of velocity that makes traditional market analysts reconsider their bearish projections.
The strategic deployment on Telegram’s TON blockchain represents more than mere platform selection—it signals integration between social media functionality and digital asset ownership. The ability to seamlessly convert NFTs into platform currency while maintaining their utility as profile animations suggests a maturation beyond the speculative frenzy that previously dominated the space. The TON blockchain’s architecture enables fast and scalable transactions, supporting Telegram’s ambitious goal of registering half a billion users by 2028.
To complement the digital launch, Snoop Dogg released a new song and music video titled “Gifts,” creating a multimedia marketing apparatus that extends beyond traditional NFT promotion strategies. This cross-platform approach leverages his established brand recognition while introducing novel use cases for digital collectibles. The initiative builds upon Snoop’s established presence in the NFT market, having previously launched the Snoop Passport Series in June 2023.
Snoop Dogg’s multimedia marketing apparatus transforms celebrity brand recognition into novel digital collectible use cases beyond traditional NFT promotion strategies.
Secondary market trading capabilities are scheduled to activate within 21 days, providing liquidity options that were particularly absent from many previous NFT ventures. The collection’s success has generated considerable industry speculation about potential trend reversal, with observers noting that other brands may pursue similar Telegram-based launches. The tokens’ ability to function as both collectibles and governance rights within the platform ecosystem adds another layer of utility that extends beyond mere ownership.
Whether this represents genuine market revival or merely celebrity-driven anomaly remains to be determined, though the $12 million figure certainly commands attention in a space where such numbers have become increasingly rare.
