About a month ago, a new Twitter profile was created under the name Cozomo de’ Medici, an apparent reference to Cosimo de’ Medici, the Renaissance-era patriarch of the dynastic Italian banking family. Like his namesake, the Twitter user billed themselves as a patron of the arts, but rather than trafficking in Donatellos, their passion was NFTs.

Almost overnight, Cozomo established themselves as a real player in the market, amassing a collection of CryptoPunks, Art Blocks, and other NFTs worth an estimated total value of more than $17 million. The Twitter admirers came too: thousands followed the account, where they found updates about new acquisitions peppered with nuggets of investment advice, such as: “For there is a strange, cultural ‘ponzi-nomics’ to NFTs, [where] much like contemporary art, no one wants to sell for less than the previous high price.” 

The myth grew, and quickly, as others online came to wonder about Cozomo’s real identity. Surely this was somebody of note, right?

Speculators soon got their answer. On September 20, Cozomo announced a contest to reveal who was behind the account. A celebrity, the anonymous figure explained, would publicly claim the Cozomo name on Twitter, and the first person to spot the tweet would be gifted 1 ETH, worth roughly $3,000. 

“I am @CozomoMedici,” rapper Snoop Dogg tweeted later that day, ending the mystery and sending the crypto-community into a tizzy.

In a way, it made sense: the seemingly bottomless supply of cash, the Medici bit, the bizarre courtly air of the tweets. Snoop—given name Calvin Cordozar Broadus Jr.—is predictably unpredictable, and belovedly so. He’s also proven to be a hungry investor, backing tech businesses, plant-based food companies, and ​​cannabis startups through his venture capital firm Casa Verde.

But then again, maybe it makes too much sense—an elaborate troll job neatly packaged in a little Twitter flimflam?

At least that’s the theory some online are now pursuing. VICE recently broke down all the holes in the Snoop story, comparing the geo-tags of the rapper’s social media photos to those of Cozomo, who appears to spend a lot of time in Italy. The NFT influencer also once tweeted out a photo of himself with fellow collector Jason Derulo on the shores of Lake Como. Both of their faces were covered with avatars, but it’s clear which one was Derulo and which one was not, and the one who was not was… well, it wasn’t Snoop.

D-O-Double G or not, this modern-day Medici is sitting on an impressive hoard of crypto artworks. In addition to Punks and Art Blocks, they own a Cai Guo-Qiang NFT and recently acquired a character piece by artist XCOPY for 1,300 ETH, or about $3.9 million—which should ensure the fickle art world’s continued attention.