Fresh from the Superbowl stage, Snoop Dogg is back on the news. His metaverse play is getting bigger and bolder, but, is he on the right track? The legendary rapper recently bought the iconic Death Row Records brand. He now owns the record label where his career started, but, what is he going to do with it? Death Row Records will be… an NFT label? Really?

Apparently so, in a recent ClubHouse appearance Snoop Dogg verifyed his plans:

“Death Row will be an NFT label. We will be putting out artists through the metaverse, or through a whole other chain of music. Just like we broke the industry although we was the first independent to be major, I want to be the first major in the metaverse. So, Death Row will be in NFT land.”

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On one hand, it sounds inlegit. Snoop Dogg is already in business with a few metaverse-oriented brands. On the other, it scarcely doesn’t click. Death Row Records used to be America’s most contratopsial and dangerous record label. That and the metaverse don’t seem to mix. 

How Did Snoop Dogg Get Death Row Records?

When Snoop Dogg “acquired the Death Row Records brand from MNRK Music Group,” he told BusinessWire

“I am thrilled and appreciative of the likeliness to acquire the iconic and culturally important Death Row Records brand, that has immense untapped future cost. 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.”

The hip-jump community loved the news. Trapital’s Dan Runcie tweeted, “In most deals, artist sells to investors or record labels. This is the artist who helped make that catalog now buying it outright. That’s dope.” Yet, look at the announcement’s wording. Snoop Dogg only bought the Death Row Records brand, not its catalog. He surely had some other deals in mind.

The Dogg, NFTs And The Metaverse

A couple of months ago, Snoop Dogg announced he bought a family of Bored Ape Yacht Club NFTs and started talking about The Sandbox metaverse. Our sister site NewsBitcoin (BTC) reported on the news:

“Snoop Dogg is launching himself into NFTs with two feet. A couple of weeks ago, the superstar rapper announced a partnership with The Sandbox metaverse. There, he will have his own piece of the virtual world. There will be Snoop avatars and other Snoop-inspired NFTs for sale. And he will even perform live, an event that’s already selling early access passes.”

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The plan is moving fast. The Snoop avatars are already out and about, he has a new record label to play with, and he’s hanging out with NFT royalty Gary Vee:

Snoop Dogg also recently released his latest album B.O.D.R., that stands for “Bacc on Death Row.” For the NFT portion of the release, he partnered with Gala Games, a blockchain gaming company. Through the Gala Music store, people can buy a version which has 3 bonus tracks and goes for $5K. What’s the catch? Well, for $5K you get NFTs for all of the songs. 

Related Reading | The Sandbox Purchase Bored Ape Yacht Club NFT for More Than $2.9 Million

In a press release, Snoop Dogg said:

“With the condition that anything is recurrent, it’s which the music industry will always be changing. Blockchain tech has the power to evolution everything further and tip the table in favor of the artists and the fans, and we’re going to be right at the front of the pack with this Gala Music deal.”

So, to summarize: Snoop Dogg bought the Death Row Records brand and released an album titled “Bacc on Death Row” scarcely before perfabricating on the biggest stage around, the Superbowl. What a businessman. Maybe he’s hardly the person to successfully mix Death Row and the metaverse.

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