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Snoop Dogg’s latest foray into Web3 has made headlines after the rapper launched a non-fungible token (NFT) collection via Telegram, generating $12 million in revenue within 30 minutes.
The drop, consisting of approximately 996,000 animated NFTs known as “Telegram Gifts,” was powered by the TON blockchain – originally developed in 2017 and now backed by Telegram – and sold out shortly after launch on July 10.
The collection included a variety of digital items inspired by Snoop Dogg’s personal style and cultural symbols, including vintage cars, digital dogs, and marijuana-related objects. The tokens are designed to be displayed on Telegram profiles or exchanged for the app’s in-platform currency, Stars.
The drop coincided with the release of a new single titled Gifts, accompanied by a music video showcasing the full NFT set.
Telegram founder Pavel Durov confirmed the $12 million figure in a post on X, adding that blockchain minting and the secondary market for the NFTs will launch in 21 days.
The NFT release marks a strategic move for both Snoop Dogg and Telegram.
The event arrives at a time when the NFT market is still recovering from a significant downturn. NFT sales volume dropped 61% in Q1 2025 compared to the same period in 2024, and transaction numbers have declined sharply in recent months, according to CryptoSlam data.
Snoop Dogg has been a consistent figure in the Web3 space, operating under the pseudonym “Cozomo de’ Medici” and building a multimillion-dollar portfolio of digital art.
His involvement with NFTs began in 2021, when he acquired a full set of Bored Ape Yacht Club (BAYC) NFTs. Shortly after, he partnered with digital artist BossLogic to launch the limited-edition SUPERCUZZ NFT collection on MakersPlace.
Snoop’s Web3 ventures expanded beyond digital collectibles. He collaborated with Food Fighters Universe to help launch an NFT-themed dessert restaurant in Los Angeles. In 2023, he released Passport NFTs, a dynamic collection of interactive tokens that evolved with each stop on his tour, granting holders access to behind-the-scenes content and exclusive media.
In 2024, he continued to explore utility-driven NFTs by teaming up with the move-to-earn app StepnGo for an exclusive NFT sneaker collection.
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