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

The rapper acquired the legendary label earlier this month, and signalled its "next chapter"

By Tom Skinner

a still from Snoop Dogg's 'Coming Back' official video
Snoop Dogg – 'Coming Back' official video. CREDIT: Press/Still

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

The rapper officially became the owner of the iconic hip-hop label earlier this month. He released his first two studio albums – 1993’s ‘Doggystyle’ and its 1996 follow-up ‘Tha Doggfather’ – through the company before joining Master P‘s No Limit Records.

Speaking in a Clubhouse chatroom session on Monday (February 14), Snoop said that Death Row Records “will be putting our artists through the metaverse and through a whole other chain of music”.

He continued: “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 label.” You can check out the clip below.

Snoop Dogg released his 19th studio album, ‘BODR’ aka ‘Back On Death Row’, through the label last Friday (February 11). The collection features collaborations with the likes of DaBaby, Wiz Khalifa, Nas and The Game.

Snoop also dropped the 18-track record on the blockchain in partnership with the platform Gala Games. The NFT LP version of ‘BODR’ boasts three exclusive bonus tracks.

Upon acquiring Death Row Records – which was co-founded by Suge Knight and Dr. Dre in 1991 – Snoop explained: “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. This is an extremely meaningful moment for me.

“If anything is constant, it’s that the music industry will always be changing. Blockchain tech has the power to change everything again and tip the table in favour of the artists and the fans, and we’re going to be right at the front of the pack with this Gala Music deal.”

He added: “I would like to personally thank the teams at Blackstone, MNRK, and especially David Kestnbaum, who worked collaboratively with me over several months to make this exciting homecoming a reality.

“I’m looking forward to building the next chapter of Death Row Records.”

Meanwhile, Snoop Dogg appeared during last Sunday’s star-studded Super Bowl halftime show alongside Eminem, Kendrick Lamar, Mary J. Blige and Dr. Dre.

The performance also included a surprise guest spot from 50 Cent, who delivered a rendition of his hit single ‘In Da Club’. Elsewhere, Anderson .Paak played drums during Eminem’s live airing of ‘Lose Yourself’.