WME has signed Snoop Dogg in all areas, the agency announced Tuesday (Nov. 8).
The multi-hyphenate rapper, who previously worked with agent Bobby Dee, recently acquired his original label home Death Row Records from Blackstone-controlled MNRK Music Group in February, with plans to turn it into an “NFT label.” According to a press release, Snoop is handling all label and catalog-related business in music, film, apparel and merchandise for Death Row as well as signing new artists and re-releasing music that was put out under the original Death Row regime. He is additionally developing a Death Row TV series.
“WME is the only place that can handle the career I’ve built and grow it even further,” Snoop said in a statement. “I look forward to gettin’ it with the WME team to continue innovating across music, film, TV, business, and digital and break barriers across entertainment.”
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Snoop Dogg’s output extends far beyond music. Since breaking through with his multi-platinum 1993 debut album Doggystyle, his career has branched off into acting, producing for film and TV, esports, fashion, food and beverage, cannabis and Web3, among other ventures. Most recently, he starred in the Netflix original movie Day Shift opposite Jamie Foxx, launched the YouTube children’s show Doggyland and landed a spot on the board of directors at gaming and esports collective FaZe Clan. Earlier this year, he opened a storefront in Inglewood, Calif. called Snoop Dogg’s Clothing, with plans to open a Snoop-curated Funko store in the same plaza in early 2023. He also recently launched Broadus Foods, a family-owned food product company.
But the rapper has made some of his biggest splashes as of late in Web3. Over the past year, he’s launched multiple NFT collections, including Dr. Bombay (the name of his NFT character from Bored Ape Yacht Club) as well as his NFT album BODR (Bacc on Death Row) — a partnership with Death Row’s exclusive metaverse partner Gala Games — which reportedly grossed over $50 million. A recent trademark application suggests Snoop is planning a digital store that sells NFTs centered around cannabis, virtual clothing and more (with possible plans for a physical retail location as well). In April, he also partnered with metaverse platform Sandbox to create a virtual world called “Snoopverse.”
In the philanthropic space, Snoop has launched initiatives including the Snoop Youth Football League, which aims to provide opportunities for inner-city kids in football and cheer.
WME says it will leverage the Endeavor network to further Snoop’s work across a number of ventures.
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