Snoop Dogg Drops 'Decentral Eyes Dogg' NFT on SuperRare

Hip-hop artist and NFT collector Snoop Dogg has launched his first NFT collaboration with mixed media artist Coldie on the non-fungible token marketplace SuperRare during Miami Art Week.

Decentral Eyes Dogg depicts an animated collage of images taken from throughout Snoop Dogg's life, set to new audio recorded by Snoop for the NFT. "The tech we used allows the viewer 2 travel thru the piece and experience highlights of my career with some audio narration from me," Snoop tweeted upon the unveiling of the artwork.

With three days left on the auction, bidding on the piece has already reached 169 ETH, or just over $750,000.

It's not Snoop Dogg's first foray into the world of NFTs; over the last year, he's launched a series of NFTs titled "A Journey With the Dogg," outed himself as an NFT collector, co-curated a series of NFTs featuring hip-hop legends and released NFT tickets for a party on  the metaverse platform The Sandbox.

Celebrities jump into NFTs

NFTs, cryptographically unique digital tokens that prove ownership of content such as artwork and music, have shot to prominence over the last year, with multimillion-dollar sales of NFT artworks grabbing headlines.

Snoop Dogg has become one of the most prominent celebrities to embrace the NFT space, with everyone from Reese Witherspoon to Post Malone snapping up NFTs. Tampa Bay Buccaneers quarterback Tom Brady has even set up his own NFT platform, Autograph, to launch crypto sports collectibles.

Earlier this month, it was revealed that the crypto firm MoonPay has set up a concierge service for celebrities and other high-net-worth individuals to buy NFTs without having to bother themselves with the complexities of crypto wallets.

But celebrities looking to ape into NFTs should tread carefully, according to crypto artist pplpleaser. "Just because you’re a super big celebrity in the traditional world doesn’t necessarily guarantee that you’re going to be successful when you do an NFT drop," she said during a panel at CoinGecko's recent GeckoCon conference.

Going by the bidding on his new NFT, that doesn't appear to be something Snoop needs to worry about.