American rapper Snoop Dogg has sold out nearly one million non-fungible tokens (NFTs) on Telegram’s TON blockchain in just 30 minutes, generating $12 million in sales.
This rapid sellout challenges the prevailing view that the NFT market is in decline and may signal a fresh wave of interest in digital collectibles.
🎤 @SnoopDogg’s digital collectibles drop on Telegram sold out in just 30 minutes today, generating $12M in sales. Nearly 1M unique NFTs inspired by Snoop’s iconic style. Blockchain minting and the secondary market go live in 21 days. It’s going to be wild. pic.twitter.com/DeinT5C2f4
— Pavel Durov (@durov) July 9, 2025
The collection, inspired by Snoop Dogg’s iconic style, features animated digital gifts such as vintage cars, swag bags, a digital dog, and marijuana-themed items. These NFTs, known as Telegram Gifts, can be displayed on users’ Telegram profiles or converted into the platform’s in-app currency called Stars. Telegram founder Pavel Durov highlighted the success on social media, noting that blockchain minting and the secondary market for these NFTs will launch in 21 days, promising an exciting phase ahead.
Alongside the NFT drop, Snoop Dogg released a new track titled “Gifts” with a music video showcasing the collectibles, further blending music and digital art. The collaboration received praise across social media, with many calling it “legendary” and a potential turning point for the NFT sector, which has seen significant declines this year. Notably, NFT sales volumes dropped 61% in Q1 2025 compared to the previous year, with recent data showing a 41% decrease in sales over the past month.
The NFT lead at TON blockchain suggested that while Telegram Gifts have existed since early 2025, the positive reception of Snoop Dogg’s launch could mark “the start of a new NFT narrative.” The unique utility of these tokens—being wearable on Telegram profiles—sets them apart and could attract other brands and Web3 projects to launch similar offerings.
Snoop Dogg is no stranger to NFTs, having launched several collections since 2021, including the Doggies NFT in partnership with The Sandbox metaverse and the Passport Series offering exclusive content to holders. Notably, in March 2023, he was revealed as a co-founder of the Web3-powered livestream platform known as Shiller.
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