Iggy Azalea's Mother (MOTHER) token experienced a significant surge following an unexpected utility announcement tied to the relaunch of Azalea's telecommunications company.

Azalea revealed that holders of the Mother memecoin would have the opportunity to purchase mobile phones and monthly cellphone subscription plans using MOTHER or Sol, the native token of the Solana blockchain.

The announcement, made on June 9, sparked a notable rally in the price of the MOTHER token, which surged over 30% in the 24 hours following the news, reaching $0.1958, according to CoinMarketCap data.

Azalea also disclosed plans for an upcoming advertising campaign to promote the relaunch of the mobile company, expected to commence this week. The heightened social media exposure from this campaign could further boost interest in the memecoin and potentially drive its value higher.

While Azalea's MOTHER token saw a substantial increase in value, the broader meme token market experienced a decline in trading volume, signaling a temporary lull in retail interest. Many popular memecoins suffered double-digit losses over the past week, including Pepe (PEPE), Bonk (BONK), and Book of Meme (BOME) coin.

Unlike traditional cryptocurrencies, memecoins lack intrinsic utility or underlying value, often relying on social media hype to drive demand and price volatility.

While Azalea's MOTHER token bucked the trend of declining celebrity-launched memecoins, others like JENNER, launched by Caitlyn Jenner, and Timeless Davido (DAVIDO), launched by Nigerian singer David Adedeji Adeleke Oon, have seen significant losses since their all-time highs in late May.

JENNER's debut garnered attention from retail investors, briefly reaching a market capitalization of $30 million within the first 24 hours, but has since declined by over 75%.

Overall, Azalea's MOTHER token stands out as an exception in the current meme token landscape, benefitting from its association with the relaunch of her telecommunications company and the promise of real-world utility for holders.