Snoop Dogg has joined Def Jam as Executive Creative and Strategic Consultant. 

The legendary rapper will “strategically work across the label’s executive team and artist roster,” according to a video announcement posted to social media yesterday, Monday 7th June. 

Snoop’s new job is based out of Los Angeles, and will see him report to Universal Music Group Chairman & CEO Lucian Grainge and Def Jam’s interim Chairman and CEO Jeffrey Harleston. The role will be heavily focused on A&R and creative development for a roster that already includes Kanye West and Justin Bieber. 

“We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam,” Grainge said in a statement. Harsleton added: “I have had the pleasure knowing and working with Snoop Dogg for more than 20 years. Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know.”

The move is the latest evidence of the hip hop icon’s shrewd business acumen. Alongside extensive production credits in music and TV, he has involvement in the legal cannabis industry and has been the face and smooth voice of food delivery giant JustEat for several years. In 2005, he also founded the Snoop Youth Football League. 

Monday 7th June saw a new remix of Justin Bieber’s ‘Peaches’ land featuring Snoop Dogg, Ludacris and Usher. Meanwhile, Snoop’s 18th studio album is forthcoming, and Def Jam recently dropped DMX’s post-humous album, ‘Exodus’, marking the rapper’s first work for the imprint in 18 years.