Snoop Dogg: 'I Don’t Work With Brands That Don’t Give Back'
At 53, Snoop Dogg—born Calvin Broadus—has worked to position himself as more than a rapper; he’s a serial entrepreneur.
In a recent TIME feature, he was recognized as not only an innovator but also a business-building machine that prioritizes equity and personal ownership above all else.
“If I don’t own it, I ain’t f***ing with it,” Snoop told TIME. His deals extend beyond personal gain; they are structured to benefit the communities that shaped him. “You can pay me, but that ain’t all we are doing,” he said. “We gonna make sure you take care of this community initiative that I have.”
This philosophy is evident in his creation of Doggyland, a children’s media platform featuring animated characters that promote positive affirmations. Despite his gangsta rap roots, Snoop’s voice now encourages kids with messages like “I get better every single day.” When Kidz Bop invited him to join a 65-city tour, he declined, citing insufficient community incentives.
Snoop’s attention to youth development is longstanding. He founded the Snoop Youth Football League in South Central Los Angeles, investing nearly a million dollars to provide an outlet for kids. The league has produced NFL players and helped over a thousand students secure college scholarships.
His business ventures are diverse, ranging from branded snacks and NFTs to a children’s toy line, but they all align with his core values. “Everything I do up here is family,” he said, referring to his studio, the Mothership. “God gives you the ability to have a family that you’re born with, and then he gives you the ability to create your own family. This is a family I created.”
Snoop was named on TIME’s 2025 TIME100 list, recognizing his pivot from rapper to a mogul.
