From NFT Skeptic to Blockchain Believer: Kanye West Files Patent Claims

Kanye West appears to be reconsidering his earlier dismissal of the NFT space. The rapper-turned-designer, who legally goes by “Ye,” recently submitted 17 new trademark applications tied to his Yeezus alter ego, signaling a potential pivot in his stance on digital collectibles. The filings with the United States Patent and Trademark Office (USPTO) suggest Kanye may be gearing up to explore non-fungible tokens and blockchain technology—a dramatic shift from his public criticism of the sector just months prior.

The Contradiction: How Kanye Reversed Course on NFT Projects

The timing of these trademark filings raises eyebrows given Kanye’s emphatic rejection of NFTs earlier this year. In early February, the artist posted a handwritten message on Instagram declaring his disinterest in minting digital assets, emphasizing instead his commitment to “building real products in the real world.” The post—which he later deleted—seemed definitive at the time. Yet by late spring, USPTO records show Kanye had filed applications for “blockchain-based non-fungible assets,” “currencies and tokens,” and “online retail store services featuring digital art.” The dramatic reversal mirrors a broader pattern emerging across the entertainment and sports industries.

Yeezus Empire Expands: From Music to Metaverse

The trademark applications hint at an ambitious expansion of the Yeezus brand beyond music and fashion. Filings suggest potential ventures into amusement park development and branded digital experiences, leveraging blockchain technology. This multi-pronged approach indicates Kanye isn’t simply dabbling in NFTs as a quick revenue stream, but rather constructing a more comprehensive digital ecosystem under the Yeezus umbrella. The specificity of the filings—targeting currencies, tokens, and digital retail services—demonstrates strategic thinking around how to position his brand in Web 3 spaces.

Celebrity IP Protection: The New Gateway to Web 3

Kanye’s maneuver reflects a growing trend among high-profile figures seeking entry into blockchain and metaverse territories. Strategic trademark filings have become the de facto playbook for celebrities and athletes testing digital asset waters without fully committing resources upfront. The precedent extends across entertainment: soccer legend David Beckham filed three metaverse and NFT-related trademarks in spring, while holdings managing the late Notorious B.I.G.'s intellectual property submitted three filings indicating plans to release rapper-branded NFTs. YouTube personality and boxer Logan Paul helped catalyze this trend in early 2022 by filing multiple Web 3 and NFT marketplace trademarks.

This pattern reveals a sophisticated understanding among elite athletes and entertainers: trademark applications serve as a low-cost mechanism to reserve digital IP rights and signal market intent before launching actual NFT drops or metaverse projects. For Kanye specifically, the filings represent either genuine commitment to blockchain ventures or a strategic hedge against missing the next major platform shift—or perhaps both.