Haliey Welch, best known as the “Hawk Tuah Girl,” reportedly earned $125,000 upfront for promoting the HAWK memecoin. The coin briefly surged to nearly $500 million in market capitalization before rapidly collapsing, which is exactly why influencer-driven crypto projects can move fast, in both directions.
Beyond the headline number, what actually matters here is how these deals typically work, a fixed promo fee for the celebrity, and most of the upside (and control) sitting with early insiders. Below are the reported financial details, what happened after the crash, and the lessons everyday investors can learn from the rise and fall of celebrity tokens.
Key Takeaways
- Upfront Earnings: Haliey Welch reportedly received $125,000 for promoting the $HAWK memecoin.
- Market Collapse: The token’s market cap plummeted from $490 million to roughly $41 million in just a few hours.
- Legal Status: In 2025, the SEC cleared Welch of wrongdoing, though the developers behind the project faced significant legal action.
- Risk Factor: Celebrity-backed memecoins are often highly speculative and carry a high risk of “pump and dump” price action.
Who is the Hawk Tuah girl Haliey Welch?
Haliey Welch became an overnight internet sensation following a viral street interview in mid-2024. That sudden attention quickly expanded into a broader personal brand, including merchandise, a podcast, and eventually a move into crypto.
In practice, this is a common internet-to-crypto pipeline. Viral creators often look to monetize a fleeting window of massive public attention, and memecoins are one of the fastest ways to do it.
What was the official HAWK memecoin project?
The $HAWK token was a memecoin launched on the Solana blockchain to capitalize on Welch’s viral popularity. Welch was the face of the project, but she did not build the underlying technology and partnered with developers to launch and promote it.
According to a Baker McKenzie report, Welch later tried to distance herself from the project after its rapid decline. The trade-off is that memecoins can generate instant attention, but they often lack utility beyond the name attached to them.
How much money did she make from crypto?
Welch reportedly made $125,000 as an upfront payment tied to promoting the $HAWK coin. An unconfirmed Rolling Stone report cited that figure as her compensation for the promotion.
While $125,000 is meaningful for an influencer deal, it is small compared to the value that briefly existed at peak trading. The mistake most people make is assuming the celebrity personally profits from the entire run-up.
In many memecoin launches, the biggest gains are concentrated with early developers and large holders (“whales”), while the public-facing promoter is paid a fixed fee.
Why did the $HAWK coin collapse so quickly?
The $HAWK coin collapsed after a rapid sell-off, the kind of move often described as a liquidity crunch. At its peak, the coin reached a market capitalization of $490 million, then fell to $41.7 million within hours, according to Fox Business coverage.
This pattern typically happens when early holders dump large positions into rising demand. That selling pressure can trigger panic among smaller retail investors, and price can spiral downward quickly once momentum flips.
In the case of $HAWK, the launch entity was hit with a lawsuit after investors alleged the project was unfairly managed.
Was Haliey Welch cleared by the SEC?
Yes, Welch was cleared by the SEC in 2025. After the crash, many observers questioned whether she would face the same type of enforcement issues as other celebrity crypto promotions.
A SEC ruling via Tubefilter confirmed that Welch was cleared of wrongdoing. The investigation indicated that Welch’s conduct did not violate federal securities laws in the same way the project’s creators allegedly did, which shifted legal attention toward the developers.
How does viral fame impact crypto volatility?
Viral fame can inflate prices quickly, because it can pull in large numbers of buyers at the same time. When a celebrity mentions a coin, retail investors may pile in out of fear of missing out (FOMO), even if nothing about the token’s fundamentals has changed.
The catch is that viral attention is temporary. When hype fades or the influencer stops posting, demand can evaporate and prices often fall back toward zero.
Is investing in celebrity-backed coins safe for beginners?
Celebrity-backed memecoins are among the riskiest assets in the financial market for beginners. Unlike stocks or established cryptocurrencies like Bitcoin, these tokens often have no business model or long-term utility, and price is driven mostly by attention.
If you are considering a celebrity-backed crypto, these checks matter most:
- Check for Disclosures: Look for labels like “#ad” or “Sponsored” to see if the celebrity was paid to promote the coin.
- Verify the Developers: Research the team behind the token, not just the famous face promoting it.
- Only Invest What You Can Lose: Because volatility is extreme, these assets should not be a meaningful part of your savings or retirement plan.
- Beware of “Airdrops”: Scammers often use a celebrity’s name to trick you into connecting your wallet to malicious sites.
To minimize risk, beginners should stick to established exchanges that provide a wider range of vetted assets and transparent fee structures.
| Exchange | Supported Coins | Spot Trading Fees | Learn More |
|---|---|---|---|
| Coinbase | +250 | $0.99 - 2.00% (Standard), 0.05% - 0.60% (Advanced Trade)
For transactions above $200 (standard account): 1.49% fee for using a bank account or USD wallet, 3.99% fee for using a debit or credit card. For Coinbase Advanced Trade: 0.60% for taker trades and 0.40% for maker trades. The more you trade, the lower the fees - can decrease to as low as 0% - 0.05%. |
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| Crypto.com | +350 | 0.075%
For both maker and taker orders. The more you trade, the lower the fees - can decrease to as low as 0% - 0.050%. Holding and staking CRO tokens, Crypto.com native token, unlocks additional fee discounts. |
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| Kraken | +300 | 0.40% - 0.25%
0.40% for taker trades and 0.25% for maker trades. The more you trade, the lower the fees - can decrease to as low as 0% - 0.10%. Using GT tokens to pay trading fees offers a 10% discount |
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The Bottom Line
Haliey Welch reportedly earned $125,000 from promoting the $HAWK memecoin, while the project’s collapse left many retail investors with significant losses. Welch was cleared of legal wrongdoing, but the broader takeaway remains the same – celebrity endorsements are not a safety signal.
Prioritize due diligence over viral hype if you decide to buy any token tied to a public figure.
