American rapper Snoop Dogg sells nearly a million NFTs in Telegram sale

American rapper Snoop Dogg sold out a collection of nearly a million non-fungible tokens (NFTs) on Telegram in 30 minutes on Wednesday, seemingly defying claims that the NFT industry is “dead.”

Snoop Dogg’s new digital gift collection, powered by the TON blockchain, comprised around 996,000 NFTs “inspired by Snoop’s iconic style,” generating $12 million in sales during its launch event on Wednesday, according to Telegram founder Pavel Durov.

Durov shared the news on X, stating the collection’s blockchain minting and secondary market would go live in 21 days, anticipating a highly anticipated reaction.

Pavel Durov announcement screenshot — *Source: Pavel Durov*

Snoop Dogg drops new beat with NFT collection

Alongside the NFTs, Snoop Dogg released a new track titled “Gifts” and a music video showcasing the available collectibles.

Reactions across social media and YouTube were predominantly positive, with users calling the collaboration “legendary.” The rapid sell-out was also viewed by some investors as a potential bullish sign for NFTs, following a period of declining volumes and sales.

However, data indicates a broader downturn: NFT volumes plunged 61% in the first quarter of 2025 compared to the previous year, totaling $1.5 billion versus $4.1 billion. CryptoSlam data further shows a 41% drop in the last 30 days to over $403 million in sales volume, along with a more than 55% decline in transactions.

Snoop Dogg’s collection could spark NFT rally

According to Zenith, NFT Lead at TON, who also posted on X on Wednesday, the core Telegram Gifts feature — displaying on the Telegram Profile — has been available since January (citing a “Plush Pepe” collection). Zenith noted the potential for Snoop Dogg’s high profile to inject new interest.

Zenith X post snippet — *Source: Zenith*

“Telegram Gifts have the most unique utility and that is the ability to wear them on your Telegram Profile,” Zenith speculated that the collection could “be the start of a new NFT Narrative,” although they cautioned it “technically could not mean anything.”

They added, “I would not be surprised if other famous brands or Web3 IPs would not want to launch some gifts too! Now, the question is will they? I honestly don’t know, but I love to speculate.”

Snoop Dogg is an old hand in the NFT space

Snoop Dogg has participated in the NFT space since it gained mainstream popularity in 2021.

In June 2023, he unveiled the Snoop Dogg Passport Series NFT, promising holders access to exclusive content. He previously launched the “Doggies” NFT collection in February 2022 as part of a partnership with The Sandbox metaverse.