After starring in the Super Bowl halftime show with Dr. Dre, Eminem, Mary J. Blige, Kendrick Lamar and 50 Cent, Snoop Dogg is turning his attention to his new acquisition, Death Row Records.
The Doggfather purchased the label last week, 30 years after making his recording debut in 1992 on Death Row with Dr. Dre on “Nuthin but a ‘G’ Thang” from Dre’s classic album The Chronic.
On Tuesday, Snoop, born Calvin Broadus, made a surprise appearance in a Clubhouse chat and revealed his plans for the company.
“Death Row will be an NFT label,” the 50-year-old rapper said. “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.”
Last week, Broadus partnered with the blockchain gaming company Gala Games for the release of his new album B.O.D.R. (Bacc on Death Row), which dropped on the blockchain as a stash box of NFTs.
Priced at $5,000, the Gala Music version of the album features one song as an NFT, as well as three exclusive bonus tracks.
“Blockchain tech has the power to change everything again and tip the table in favor of the artists and the fans, and we’re going to be right at the front of the pack with this Gala Music deal,” Snoop said in a statement.
In buying Death Row, Snoop said, “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. 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.”
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