Snoop Dogg’s Telegram ‘gifts’ sell out in 30 minutes: NFTs back?

American rapper Snoop Dogg has once again demonstrated his strong appeal in the crypto space by launching a massive NFT collection on Telegram’s TON blockchain. In a striking show of demand, nearly 996,000 animated NFTs, branded as “Telegram Gifts,” sold out in just 30 minutes, generating around $12 million in sales.

The collection features a wide range of designs inspired by Snoop Dogg’s signature aesthetic—vintage cars, stylized swag bags, his digital dog mascot, and cannabis-themed items. These NFTs were offered across five tiers of rarity, with prices ranging from just a few dollars for common items to roughly $150 for the most exclusive editions.

Unlike traditional collectible NFTs that often serve little purpose beyond speculation, these “Telegram Gifts” are designed with real utility in mind. Buyers can use them to customize their Telegram profiles or convert them into Telegram Stars, the platform’s in-app currency. This integration is part of Telegram’s broader effort to make blockchain-based assets more accessible and practical for its massive user base.

Following the successful sell-out, Telegram founder Pavel Durov announced that minting and a secondary marketplace for the NFTs would open within 21 days, enabling collectors to trade and potentially profit from their purchases. Meanwhile, Zenith, the head of NFTs on TON, described the launch as “the beginning of a new NFT narrative,” suggesting that this kind of utility-driven drop could breathe new life into a market that’s seen declining volumes.

Indeed, the broader NFT landscape has faced significant headwinds in 2025. Total sales volume is down 61% in the first quarter and has fallen another 41% over the past month. Despite this downturn, analysts note that high-profile, carefully orchestrated drops like Snoop Dogg’s show that demand still exists—particularly when NFTs offer tangible use cases beyond mere speculation.

Snoop Dogg is no stranger to the crypto scene. Since 2021, he has released multiple NFT projects, including the Doggiescollection in 2022 and the Passport Series in 2023. This latest partnership with Telegram underscores his commitment to pushing the boundaries of how NFTs can blend art, personal branding, and technology to create new kinds of fan engagement.

Ultimately, the success of Snoop Dogg’s Telegram drop points to two important trends shaping the NFT space in 2025: a shift toward utility-based NFTs with real-world or platform-native uses, and the continued power of celebrity-driven mass adoption. Even in a cooling market, the right combination of utility, brand power, and community can still generate significant hype—and millions in sales.