Snoop Dogg is once again making history.
In a Clubhouse room hosted by Will Weinbach, Snoop Dogg announced that Death Row Records will be the first record label in the metaverse. The “Doggystyle” rapper confirmed that the classic West Coast Hip-Hop label will be an NFT label.
“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.”
“I am thrilled and appreciative of the opportunity to acquire the iconic and culturally significant Death Row Records brand, which has immense untapped future value,” the 50-year-old Snoop Dogg said in a statement to NPR. “It feels good to have ownership of the label I was part of at the beginning of my career and as one of the founding members. This is an extremely meaningful moment for me.”
But in 2021, it looked like the tide was turning that way anyway. The New York Post reported that Snoop Dogg was named as the executive creative and strategic consultant for the label. And this prompted the rap legend to tell Barstool Sports that he had his mind, set, ultimately, on owning the label itself.
Suge Knight's Son Reacted To Snoop Dogg's Business Moves
Following the announcement that Death Row would be making headway in the metaverse, Suge Knight Jr. — the son of the former label owner — told TMZ that the move was actually a positive one.
“I’m happy just like everybody else,” he said in the clip. “I kind of knew already beforehand that this was going to happen.”
He continued: “This, to me, is like a silent victory because I spoke to all of these executives myself and pitched the ideas to do the merchandising and rebranding. Now to see it fall in the hands of Snoop — I’m just happy it’s coming back to the West Coast. Now, hopefully, we can start winning.”
He also spoke on the business side of things as well in the video.
“We just gotta do business right and just start winning. Hip-Hop is like the WWE, it’s the fans that create that narrative,” he said. “Eazy-E and my pops were cool, Snoop and my pops were cool, a lot of people are cool in the industry. People just don’t understand that. Hopefully, people will just realize we’re not punching the air, we all working. Hopefully, we all on the same page.”