Snoop Dogg’s latest NFT sale on community driven TON blockchain caught quite the attention. Within 30 minutes, over 996k NFTs of the collection were sold-out! The drop, modeled after Snoop Dogg’s infamous chronic style, generated $12 million in revenue. This successful drop, made possible through Telegram’s new technology stack shows the power of celebrity-endorsed digital assets in the growing ecosystem of NFTs.
Pavel Durov announced the cool $12 million round, highlighting the massive enthusiasm for Snoop Dogg’s newest crypto-related proposition. That instant sell-out is a testament to the brilliance of combining a global celebrity brand with the accessibility of the TON blockchain. Second, it shows what a vast reach Telegram has.
Snoop Dogg’s first entrance into the NFT world goes back to 2021. Most recently in 2022, he partnered with The Sandbox metaverse to create the Doggies NFT collection. In 2023, he built on this NFT success with the Snoop Dogg Passport Series which provided exclusive multimedia content to passport holders.
The latest drop comes with an interesting twist, giving owners the ability to turn NFTs into profile wearables via Telegram Gifts. By making a utility layer on top of just owning something, this feature could create more engagement and value for collectors.
While the NFT market is experiencing a pronounced overall downturn, the record-breaking sale of Snoop Dogg’s NFT hints at a larger change in that narrative. The total NFT market took a 61% dive in Q1 2025 from the year prior. This fresh success at launch does raise hopes that we might again be seeing something of a trend in highly-curated, celebrity-backed projects.
Zenith, TON’s NFT lead, on the possibility of this NFT sale kickstarting a new era of NFT utility. On the bright side, this perspective argues that with smart partnerships and new creative use cases, we could see a resurgence in the market.
Snoop Dogg's ability to connect with a large audience, coupled with the TON blockchain's infrastructure and Telegram's platform, created a perfect storm for this successful NFT drop. The event demonstrates the potential for artists and celebrities to leverage blockchain technology to engage with their fans in new and lucrative ways.
