These LEDs are clearly not designed for 12V operation as they get terribly hot at full brightness. They probably won't last that long. Yet they still shine just as bright at 7V even with less current and less heat. They start to dim at around 6V so 7V works best. So if you can use a variable power supply or use a buck this is one Option, otherwise just use 5v tubes like ws2812 or 2813 as they last longer and won't cause a fire.
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