When Snoop Dogg isn’t securing a new deal for himself, he’s helping to put other creatives on.
AfroTech previously shared that the emcee turned executive creative and strategic consultant for Def Jam discovered voiceover artist L. Michelle and placed her throughout his latest album, “Algorithm.”
Now, Snoop has revealed how he lent a helping hand to fellow rapper Benny The Butcher.
In an interview with Hip-Hop journalist Elliott Wilson, he spoke about helping the Buffalo, NY native snag a better deal with Def Jam that properly measured up to the successful lane he’s created in Hip-Hop, according to Revolt.
“He’s like, ‘Oh man, they lowballed me.’ I said, ‘Lowballed you? They don’t know who you is?’” Snoop said.
He continued: “I’m going to call the boss. You’re going to tell the boss what you want, and he’s going to give you what you want and you’re going to sign.”
The OG guiding Benny to put his foot down led to him signing a deal with more dollar signs behind it, according to reports.
Paving The Way For Today's Artists
Cognizant of the ins and outs of the industry as an artist himself, Snoop’s time under Def Jam is all about mentoring the label’s new artists to become superstars, as well as push them to fight for what they deserve.
“You can bring me in to do executive shit, but remember I’m an artist, so I’m going to always pattern it for the artist. Especially hip hop artists…,” he told Wilson, according to Revolt. “You never know what you’re worth until you overcharge. That’s what we need to know. A lot of times, we be scared. I go in and overcharge.”
Death Row Records
Snoop is a man who wears many hats and he put on another one as the owner of Death Row Records. In addition, as previously reported by AfroTech, the executive is in the works of supporting artists in the virtual world.
“Death Row will be an NFT label,” he said on Clubhouse. “We will be putting out artists through the metaverse. Just like we broke the industry when we was the first independent [label] to be major, I want to be the first major [label] in the metaverse.”