While the broader NFT market has been experiencing what economists might charitably describe as a “correction” (with Q1 2025 sales plummeting 61% year-over-year), Snoop Dogg managed to defy gravitational forces on July 10th by selling out nearly one million NFTs in thirty minutes on Telegram’s TON blockchain—a feat that generated $12 million and left market observers wondering whether they had witnessed genuine revival or merely another celebrity-fueled anomaly.
The collection, comprising approximately 996,000 animated profile flexes inspired by the rapper’s iconic aesthetic, featured vintage cars, swag bags, digital dogs, and smoke-themed visuals that could be displayed on profiles or converted to Telegram’s in-app currency, Stars. The seamless integration with TON blockchain enabled users to purchase and trade these digital assets directly within Telegram’s ecosystem, eliminating the friction that has historically plagued NFT transactions.
Market reception proved overwhelmingly positive, with participants describing the launch as “legendary”—though whether this enthusiasm stems from genuine utility or nostalgia for 2021’s speculative fervor remains debatable. The rapid sellout occurred despite broader NFT sales declining 29% in June alone, suggesting that celebrity endorsement combined with platform integration can still generate substantial demand in otherwise sluggish markets.
Celebrity star power and seamless platform integration can still ignite demand even in cryptocurrency’s most beleaguered markets.
Snoop Dogg’s promotional efforts, including the release of his track “Gifts” and accompanying music video, demonstrated the growing sophistication of celebrity NFT marketing strategies. The rapper’s involvement positions Telegram as an emerging hub for NFT engagement, potentially challenging established platforms through its massive user base and streamlined transaction capabilities. This collaboration represents a fresh chapter in Snoop Dogg’s ongoing NFT ventures, which have previously included projects like the Snoop Passport Series and metaverse initiatives.
The technological infrastructure supporting these “Telegram Gifts” represents a significant evolution in NFT accessibility, allowing users to send digital assets through chat functions with unprecedented ease. This launch marked the first NFT collection to achieve significant viral attention on Telegram, establishing a new precedent for celebrity-driven digital collectibles on the platform.
However, the true test of this launch’s significance will emerge in twenty-one days when blockchain minting and secondary market trading commence. Unlike traditional airdrops that distribute free tokens as marketing mechanisms, Snoop Dogg’s approach required upfront purchases while leveraging celebrity endorsement for widespread adoption.
Whether this represents a genuine inflection point for NFTs or simply another celebrity-driven spike in an otherwise declining market remains to be seen. The integration of blockchain technology with mainstream messaging platforms certainly offers compelling utility propositions, though investors would be wise to remember that even legendary launches must eventually contend with market fundamentals.
