Tezos' price is a market price, defined by the buyers and sellers on exchanges. Like most cryptocurrencies, it is highly volatile and unpredictable. But there are other unique factors that may work to push the price of the tokens up. For example, Tezos’s partnership with high-profile Formula 1 teams, like Red Bull Racing Honda and McLaren, might push up demand for the currency. This is because collectibles are set to be developed, which would only be purchasable through the Tezos token. Endorsements from celebrities like Quincy Jones might also help to bolster the coin’s visibility in the mainstream media.