Kanye West's NFT Reversal: From Critic to Trademark Filer

The rapper-designer who once publicly dismissed non-fungible tokens appears to be reconsidering his position. In a notable shift, Kanye West (legally known as Ye) submitted 17 trademark applications centered around his Yeezus brand that focus specifically on blockchain and digital asset categories. These filings with the United States Patent and Trademark Office occurred in May 2022 and cover such areas as “blockchain-based non-fungible assets,” digital currencies, and e-commerce platforms for digital artwork—clear indicators that the artist may be entering the NFT space despite his earlier reservations.

This reversal marks a striking contrast to West’s public stance just months prior. In early 2022, the artist posted a handwritten message on Instagram articulating his commitment to “building real products in the real world,” suggesting he had no interest in pursuing NFT ventures. That post, which has since been removed, came amid a wave of celebrity enthusiasm for digital collectibles, including high-profile appearances by Paris Hilton and Jimmy Fallon discussing their Bored Ape holdings. Yet even as West dismissed the sector, he left room for future reconsideration, telling followers to “ask me later”—a prediction that his trademark filings now appear to validate.

The About-Face on Digital Collectibles

West’s apparent change of heart reflects a broader recognition within celebrity circles that blockchain-based projects represent legitimate business opportunities. The timeline between his February dismissal and May trademark applications suggests a relatively rapid evolution in his thinking. Rather than an outright rejection of NFTs, his earlier message emphasized prioritizing tangible products—a stance that doesn’t necessarily preclude digital assets as a complementary strategy. The Yeezus-branded trademark applications hint at potentially expansive plans, with filings that even suggest possible amusement park ventures tied to the brand, indicating West’s vision extends beyond simple digital collectibles into immersive brand experiences.

Trademark Applications as Industry Trend

What makes Kanye West’s action particularly notable is that it reflects a growing industry pattern. Submitting trademark applications has become the conventional method through which celebrities and wealthy personalities establish initial claims in the Web3 and metaverse sectors. These filings function as a low-cost, relatively risk-free way to protect brand identity while exploring business opportunities in emerging digital spaces.

David Beckham preceded West by several months, registering three metaverse and NFT-related trademarks in April 2022. The estates managing intellectual property for Notorious B.I.G. filed comparable applications in March, signaling intentions to develop NFT projects around the late rapper’s legacy. Similarly, Logan Paul helped pioneer the celebrity blockchain trend in February 2022 by registering multiple NFT marketplace and Web3 venture trademarks. These parallel moves by high-profile figures underscore how trademark registration has evolved into a standard entry strategy for established celebrities seeking to build branded experiences in blockchain ecosystems.

Implications for the Wider Celebrity NFT Movement

Kanye West’s filing thus represents less of an isolated reversal and more of a confirmation of where celebrity engagement with blockchain technology is headed. As digital assets and metaverse experiences continue to develop, more established personalities are likely to follow similar trajectories—moving from public skepticism or indifference to strategic brand protection through trademark registration. West’s actions suggest that even vocal critics of the NFT space may eventually participate, provided the right market conditions and opportunities align with their broader business objectives.