Snoop Dogg plans to turn Death Row Records into “an NFT label”

Snoop Dogg is making revered hip-hop imprint Death Row Records “an NFT label”.

Last week, the US rapper announced that he had acquired the legendary label. “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,” he said at the time. “It feels good to have ownership of the label I was part of at the beginning of my career and as one of the founding members… I’m looking forward to building the next chapter of Death Row Records.”

He shed light on his plans for the label during a discussion on social audio app Clubhouse on Monday (14 February). The artist revealed he wants to take the imprint into the realms of non-fungible tokens, or NFTs.

“We will be putting our artists through the metaverse and through a whole other chain of music,” he announced. “Just like how we broke the industry when we was the first independent to be major… I want to be the first major in the metaverse so Death Row will be an NFT.” [sic]

Snoop Dogg’s own industry breakthrough occurred while signed to Death Row, which was founded in 1992 by Dr Dre, Suge Knight, the D.O.C., and Dick Griffey. The artist released his hit records Doggystyle and The Doggfather via the imprint before moving to No Limit Records in 1998. 

His latest album, BODR (Bacc on Death Row), was released on 11 February. During the Clubhouse session, Snoop revealed that it will be available on the blockchain in partnership with gaming platform Gala Games.

Over the weekend, Snoop performed at the 2022 Super Bowl halftime show alongside Death Row Records co-founder Dr Dre, plus Eminem, Kendrick Lamar, 50 Cent and Mary J Blige.

Read: The untold story of Snoop Dogg’s nostalgic Neva Left cover.