Snoop Dogg is bringing Death Row Records into the metaverse.
After acquiring the legendary label, its new owner has announced that he wants to make Death Row the first major record company to operate as “an NFT label.”
During a Clubhouse chat hosted by Will Weinbach on Tuesday (Feb. 15), Snoop outlined his plans. “We will be putting out artists through the metaverse,” said the rapper, according to Billboard. “Just like [Death Row] broke the industry when we was the first independent to be major, I want to be the first major in the metaverse.”
Last week, Snoop announced that he had acquired Death Row from the Blackstone-controlled MNRK Music Group. The deal includes the label’s IP, trademark, name, and logo. It will also see Snoop acquiring the rights to the Death Row catalog.
“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,” said Snoop, who released his debut album Doggystyle on Death Row in 1993.
On Friday, the Super Bowl Halftime performer dropped his new album B.O.D.R. (Bacc on Death Row), which is available on the blockchain in partnership with Gala Games. Each of the 17 songs off the album can be purchased in the form of “Stash Box” NFTs for $5,000 apiece.
This is not Snoop’s first foray into the metaverse. In March 2021, he announced that he would be releasing his first NFT collection, “A Journey with the Dogg,” on Crypto.com. He is also partnering with The Sandbox on an NFT collection called “The Doggies,” comprised of 10,000 programmatically generated Snoop Doggs.