Rapper and fashion mogul Kanye West, now known as Ye, has dramatically reversed his stance on cryptocurrency with the launch of his own digital token, YZY, on the Solana blockchain on August 20, 2025. The token, designed to power transactions within “YZY Money,” a crypto-based financial system, experienced a meteoric rise upon debut, with its market capitalization surging to an astonishing $3 billion within just 40 minutes of launch.
This remarkable market response quickly retreated, however, as the token’s value settled at approximately $1.05 billion shortly afterward. The rapid fluctuation raised immediate concerns about insider trading and transparency, particularly as several prominent crypto traders were identified among early purchasers. The subsequent dip coincided with reports of insider sales, fueling skepticism about the token’s centralized ownership structure and long-term viability. Allegations of misconduct were further supported by revelations that 94% of token supply was controlled by insiders before public distribution.
Ye’s official endorsement via social media greatly contributed to the immediate market attention and trading frenzy. According to the project’s website, YZY aims to serve as “a currency for a new economy built on-chain,” leveraging blockchain technology for innovative payment solutions with global accessibility, though it remains restricted in certain jurisdictions due to regulatory constraints.
Ye’s digital ambition transforms hype into blockchain reality, promising global financial innovation despite regulatory hurdles.
The launch represents a considerable shift for West, who previously found himself at odds with cryptocurrency when the unauthorized “Coinye West” token appropriated his likeness in 2014, leading to legal action and the project’s eventual abandonment. The token distribution model allocates 70% to Kanye himself, with the remaining portions divided between public issuance and liquidity reserves.
With an estimated net worth of $400 million, West’s formal entry into cryptocurrency markets carries substantial financial and cultural weight. Many industry analysts view this move as yet another income diversification strategy, similar to how musicians increasingly pursue sync deals to maximize earnings in today’s competitive market environment.
Industry observers have drawn parallels between YZY and other celebrity-backed tokens, including Donald Trump’s TRUMP coin, noting similar concerns regarding ownership risks and regulatory challenges. Experts advise that West should register his music-related crypto activities with performance rights organizations to ensure proper royalty management in this new digital venture.
The token’s thorough risk disclosures emphasize the potential for complete loss due to digital asset volatility, underscoring the precarious nature of celebrity-endorsed cryptocurrencies in an evolving regulatory landscape. As the market stabilizes, questions persist about YZY’s technological fundamentals beyond its celebrity connection.
