Snoop Dogg Makes $12M in 30 Min on Telegram NFTs

Key Points:

• Snoop’s Telegram NFT drop sells 1 million units in minutes, raising $12 million instantly.
• Full minting on TON blockchain begins soon, launching Telegram deeper into the Web3 space.
• Despite weak NFT demand, Snoop’s celebrity-led strategy sparks massive digital collectible interest.

Snoop Dogg’s first digital collectibles launch on Telegram sold out in just 30 minutes on Wednesday, raising $12 million. Nearly 1 million units were purchased during the drop, which Telegram CEO Pavel Durov confirmed through his official channel.

“SnoopDogg’s digital collectibles drop on Telegram sold out in just 30 minutes today, generating $12M in sales,” Durov stated. 

He added that the collectibles were inspired by the rapper’s well-known persona and were sold and registered directly within Telegram. Full minting will take place on the TON blockchain at the end of July. 

“Blockchain minting and the secondary market go live in 21 days,” Durov noted.

Drop Includes Variety of Themed Digital Goods

The collection featured various themed items, including digital swag bags, vintage cars, a cartoon dog, and cannabis-related art. Snoop Dogg promoted the launch through his official Telegram channel, writing: “@durov time to drop it like it’s hot.” He also released a short promotional video titled “Gifts” on YouTube in support of the sale.

Meanwhile, this marks the first celebrity drop hosted on Telegram, which is now actively expanding its Web3 tools via the TON blockchain. The blockchain, initially built by Telegram and later maintained by an open-source community, supports collectibles, tokenized usernames, and payments.

Snoop’s Long History with Digital Assets

Snoop Dogg’s engagement with NFTs and crypto began more than a decade ago. He accepted bitcoin payments for music as early as 2013 and has remained active under his pseudonym “Cozomo de’ Medici.” At one point, he reportedly owned a $17 million NFT portfolio.

Past ventures include launching “The Doggies” NFT collection, introducing the “Snoopverse” in The Sandbox, and appearing as a Bored Ape avatar at the MTV Video Music Awards alongside Eminem.

Additionally, Snoop Dogg’s sale stands out amid weak demand in the overall NFT market. Despite recent developments in gaming and tokenized assets, NFT activity has not rebounded to its 2021 levels. The broader sector remains under pressure from reduced volumes and shifting user attention.

Still, the success of this drop may show how direct engagement with large audiences through platforms like Telegram can drive NFT sales, even in a lower-demand environment.