On July 9, 2025, Snoop Dogg’s released 996,000 non-fungible tokens (NFTs) through the Ton blockchain, consisting of collectible that were iconically in Snoop's style.
These included vintage cars, swag bags, a digital dog, marijuana-related object, and a mix of other items and symbols.
All the items were sold in 30 minutes, with a total profit of 12 million in sales, according to Telegram founder Pavel Durov.
In a year marked by declining NFT sales and skepticism about the future of digital collectibles, American rapper Snoop Dogg has reignited excitement in the space.
This event, powered by the TON blockchain, is being heralded as a potential catalyst for renewed interest and growth in the NFT sector.
This event comes at the same time as Snoop Dogg's new track titled "Gift", in which he paid tribute to both TON and featured his NFT collectibles.
Snoop Dogg's NFT sales has generated a massive buzz on both social media and YouTube, where many have hailed this collaboration with Telegram legendary.
Others have seen the collection selling as a bullish sign for NFTs, which many have assumed was a dying scene with the field struggling with tepid volumes and sales this year.
NFT sales volumes dropped 61% in the first quarter of 2025 to $1.5 billion compared to $4.1 billion a year ago.
In the last 30 days, the sales volume has plunged 41% to over $403 million, CryptoSlam data shows, along with a more than 55% drop in transactions.
Despite the overall downturn, Snoop Dogg’s collection triggered a 7.75% surge in global NFT sales volume immediately after launch, signaling a possible shift in market sentiment.
TON NFT lead, Zenith speculated that this could be a new narrative for NFT, although he also made a disclaimer that this was his own opinion on what could happen.
"I would not be surprised if other famous brands or Web3 IPs would not want to launch some gifts too! Now, the question is qill they? I honestly don't know, but I love to speculate."
Snoop Dogg has been a prominent figure in the NFT world since 2021, previously launching the Snoop Dogg Passport Series in 2023, an NFT collection that promised holders access to content such as behind-the-scenes videos and photos.
A year ago, in February 2022, Snoop Dogg launched the Doggies NFT collection in partnership with The Sandbox metaverse.
Snoop Dogg’s sold-out Telegram NFT collection is more than just a celebrity drop—it’s a bold statement about the evolving potential of NFTs.
By combining innovative utility, viral marketing, and the scalability of the TON blockchain, this event has set a new benchmark for digital collectibles and may well signal the start of a broader NFT revival in 2025.
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