On 9 July 2025, rapper Snoop Dogg proved once again that his name is a brand capable of revolutionising any industry. His new NFT collection completely sold out in just half an hour after its launch on Telegram, breaking all platform records. According to the organisers, 996,000 tokens were sold for a total value in excess of $12 million.
Integration with Telegram and Blockchain TON
The collection was launched on the blockchain TON and the tokens were integrated into Telegram Gifts, a new feature that allows users to install NFTs as animated avatars. In addition, tokens can be exchanged for Stars, Telegram's in-game currency.
Telegram CEO Pavel Durov commented on the launch on his X (formerly Twitter) account, stating that this success represents only the beginning of a new era of Web3 products accessible directly within the messenger. He pointed out that over $12M was raised in the first 30 minutes of sales, an all-time record for NFT sales via messaging.
🎤 @SnoopDogg's digital collectibles drop on Telegram sold out in just 30 minutes today, generating $12M in sales. Nearly 1M unique NFTs inspired by Snoop's iconic style. Blockchain minting and the secondary market go live in 21 days. It's going to be wild. pic.twitter.com/DeinT5C2f4
- Pavel Durov (@durov) July 9, 2025
Why the collection has been so successful
Snoop Dogg's collection featured a variety of iconic images associated with the artist, from classic cars and gold chains to a cartoon dog and smoky motifs. The launch was accompanied by a music track entitled 'Gifts', which reinforced the effect of immersion in Telegram's metaverse.
According to experts, the success of the collection was due not only to the artist's fame, but also to the effective use of TON technology and Telegram's practicality as an instant sales platform.
An NFT market in crisis but with new rules
Although the NFT market is in decline - with a 61% slump in Q1 2024-2025 - Telegram is changing the rules of the game. The launch of Snoop Dogg's collection was a rare example of large-scale success. TON representatives said that Telegram Gifts usher in a new era of using NFTs, not as speculative assets, but as personalised digital items, integrated into a familiar social environment.
The ability to 'wear' NFTs directly in the messenger makes them more alive and meaningful to users, especially among young people and crypto fans.
What now?
In three weeks' time, Telegram will open a secondary market and activate the minting function (creation of one's own NFTs), which could increase the interest and trading volume of digital assets on the platform. Snoop Dogg's success could inspire other artists and brands to join the TON ecosystem.
If this momentum continues, Telegram could become a new entry point for mainstream NFT, without the complexity of wallets or third-party platforms.
Conclusion
The success of Snoop Dogg's collection is not only a spectacular launch, but an important signal for the entire crypto industry: the NFT market is alive, changing and finding new ways to interact with the public. Telegram and TON presented themselves not as mere platforms, but as an ecosystem in which NFTs become part of the digital lifestyle.
