Snoop Dogg is making boss moves as he recently acquired the rights to Death Row Records, a label he used to be signed to back in the ‘90s. The label was co-founded by Dr. Dre and Suge Knight and was auctioned off in 2009 for $18 million with WIDEawake Entertainment Group gaining the rights before falling into Uncle Snoop’s hands.
The deal was sealed before the rapper dropped his 19th studio album, B.O.D.R (Back On Death Row), and his performance at the Super Bowl.
“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,” he shared in a statement. “I’m looking forward to building the next chapter of Death Row Records.”
To promote the new album, the entrepreneur released a 43-minute short film featuring songs from the album as well as a personal conversation he shared with Diddy. In the conversation which begins at 29:00, you see the two artists embrace as they celebrate Snoop owning the record label.
“Congratulations King,” the Bad Boy CEO tells Snoop, before proceeding to call the Doggystyle rapper “one of his greatest students."
Insert video here: https://www.youtube.com/watch?v=lyg3lFf28no
During the exchange with Sean Combs, the 50-year-old emcee expresses that he and Combs can now do what they always wanted to do collaborating Death Row Records and Bad Boy Records - with Combs responding “let’s do it.” The Ego Trippin’ said he’s going to “put it in the air,” meaning only time will tell when and what the collaboration will look like.
For folks wondering about any updates on Death Row Records, Snoop Dogg hopped on Clubhouse fresh off of his Super Bowl performance and shared that the label will be entering the NFT space. He says he also wants to make the record label a digital one Revolt reported.
“Death Row will be an NFT label. We will be putting out artists through the metaverse,” he shared. “Just like we broke the industry when we were the first independent [label] to be major, I want to be the first major [label] in the metaverse.”
His current album Bacc On Death Row is currently available as an NFT.