Snoop Dogg to launch artists “through the metaverse” with Death Row Records

Snoop Dogg is taking Death Row Records virtual.

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Snoop Dogg to launch artists “through the metaverse” with Death Row Records


Future. Snoop Dogg is taking Death Row Records virtual, announcing that it will become an NFT label and launch artists on the blockchain. What that means exactly is yet to be determined, but Snoop’s move may signal a shift. One day, releasing music on the blockchain could be a more profitable avenue for artists than Web2 platforms like Spotify and Apple Music.

Dadadadada… Snoop Dogg gettin’ in on the N-F-Ts
Snoop Dogg has some virtual plans for his newly-acquired Death Row Records (which launched his career back in the 90s).

  • After joining a Clubhouse room named “I’m Not Leaving This Room Until Snoop Dogg Joins” (amazing that it worked), Snoop said that Death Row would become an NFT label.
  • He also said that he would be “putting out artists through the metaverse.”

“Just like we broke the industry when we was the first independent to be major, I want to be the first major in the metaverse,” said Snoop.

Meet me at the crypto crib
Snoop Dogg’s plans for Death Row shouldn’t be a surprise to anyone who’s been following the crypto-happy rapper.

  • Last year, he released his first NFT collection on
  • He released his last album, B.O.D.R., on the Gala Games blockchain and a corresponding “Snoop Stash Box.” — each contained one of the songs as an NFT.
  • He teased the idea of a “Snoopverse” in The Sandbox metaverse platform, where he also paid a pretty penny to virtually recreate his mansion.

While Snoop wants to make Death Row the first major label on the blockchain, he may have some competition. Warner Music Group partnered with avatar tech company Genies last year to create avatars of its artists for digital use. Let the virtual battle of the labels begin.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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