American rapper Snoop Dogg sold out a collection of nearly 996,000 non-fungible tokens (NFTs) on Telegram within 30 minutes on Wednesday, defying claims that the NFT space is in decline. The digital items, described as “inspired by Snoop’s iconic style,” were launched via the TON blockchain and brought in $12 million in sales, according to Telegram founder Pavel Durov.
“Blockchain minting and the secondary market go live in 21 days. It’s going to be wild,” Durov announced on X.
The collection featured a range of digital items, including vintage cars, swag bags, a digital dog, marijuana-themed animations, and other recognizable symbols. Telegram Gifts are animated images that users can showcase on their profiles or convert into Stars, the app’s in-platform currency.
New track, collectibles, and fan reaction
Alongside the NFT launch, Snoop Dogg dropped a new song titled Gifts and released a music video highlighting all the collectible items from the series. The multimedia release drew immediate attention, with many on YouTube and social media praising the collaboration as legendary.
Some users took the sold-out collection as a potential turning point for NFTs, which have seen limited traction so far this year. Market data supports that concern: NFT trading volumes dropped 61% in Q1 2025 to $1.5 billion from $4.1 billion in the same period last year, according to Cointelegraph.
Snoop Dogg’s long-running NFT presence
Snoop Dogg has been involved in NFTs since they first gained wider recognition in 2021. In February 2022, he partnered with The Sandbox metaverse to release “The Doggies” NFT collection. A year later, in June 2023, he launched the “Snoop Dogg Passport Series,” which offered fans behind-the-scenes content and exclusive visuals.
With the latest launch on Telegram, Snoop Dogg continues to play a prominent role in shaping digital collectibles at a time when the industry is seeking its next breakthrough moment.