Fresh from a trending Super Bowl performance, Snoop Dogg announced that he is launching newly acquired Death Row Records as an NFT label. The iconic hip-hop artist turned NFT creator said, “we will be putting out artists through the metaverse.”
Death Row Records was a sensational record label founded in 1991. It rose in popularity thanks to multi-platinum hip-hop albums by West Coast-based artists such as Dr. Dre, Snoop Dogg, Tha Dogg Pound and Tupac. Unfortunately, it began to decline and later declared bankruptcy. Then, Snoop Dogg bought Death Row from MNRK Music Group last week, intending to revive the label.
Death Row Records: Future NFT Label
Snoop Dogg unveiled his plans as the new owner during a Clubhouse chat last Tuesday, February 15. He wants Death Row Records to be an “NFT label” and the first major record company to operate in the metaverse. He added, “Just like [Death Row] broke the industry when we were the first independent to be major, I want to be the first major in the metaverse.”
Interestingly, Snoop Dogg revealed his big plans during a conversation hosted by Will Weinbach. The Clubhouse creator created a room titled “I’m Not Leaving This Room Until Snoop Dogg Joins” on Monday, a day after the rapper performed at the Super Bowl Halftime Show. Finally, Snoop Dogg joined the room 14 hours later.
Snoop Dogg made it clear in the past that he wanted to run a label. He wanted to be Def Jam CEO but took an executive consultant role instead. So things actually aligned when he bought Death Row Records because of its rich history and personal connection to him. Aside from running a label, he wants to do it all. So we can expect music, merch, movies, re-releases, back catalog and documentaries from the NFT label.
The parties have not disclosed the terms of the deal around the purchase of the label. However, a source told Billboard that the agreement on the use of the Death Row brand – including the label’s IP, trademark, name and logo – had been finalized. Meanwhile, the purchase of the Death Row recording catalog is in its final stages.
Snoop Dogg’s NFT Journey
Snoop Dogg is deep into NFTs both as a creator and investor. He started his journey last March 2021 when he dropped his first NFT collection, “A Journey with the Dogg,” on Crypto.com. He is also recognized as NFT thought leader after revealing that he runs Twitter account @CozomoMedici, giving NFT insights and market speculations. In addition, he owns virtual real estate on The Sandbox.
How successful is he in his NFT ventures? Well, he just sold $44 Million worth of NFTs in five days! The legendary artist literally returned to his roots for his 20th NFT Album. Fans bought BODR (Bacc on Death Row) album in the form of “Stash Box” NFTs for $5000 each.
According to his partner, blockchain gaming platform Gala Games, the NFT holders will receive “exclusive drops,” including films, comics, images and unique concert opportunities.
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