Rap icon Snoop Dogg’s outgoing personality has made him one of the most beloved characters in pop culture for three decades and counting. Beyond wowing listeners with his lyrical prowess and dominating the charts with a string of timeless hits, Tha Doggfather has tapped into various industries, as his brand of iron has been sought after for partnerships with various corporations and companies throughout the world. of his career. Among his latest endeavors is his recent acquisition of Death Row Records, the label he helped break ground as he became one of the biggest breakout stars in rap history. Having previously signed on to be Executive Creative and Strategic Consultant for the storied Def Jam Records, it’s clear that Snoop has evolved from mere promoter to bona fide boss and has taken his game from the booth to the boardroom.
However, while he’s been focusing more on the business side of things lately, being as calm, cool and collected as he is, Snoop continues to stick to projects that coincide with his personal hobbies, one of which is his love of video games. The multi-screenwriter recently teamed up with gaming company Activision to give fans the option to play as Snoop on mobile call of duty, call of duty: war zoneY Call of Duty: Vanguard. In April, the franchise introduced the Snoop Dogg Operator Bundle, which includes ten items, three of which are exclusive to Call of Duty: Vanguard – and a full Operator progression track.
Snoop, who was previously listed as an optional announcer on Call of Duty: Ghosts DLC, also made waves with his immersion in the world of cryptocurrencies, teaming up with Sandbox to build his own virtual world and even filming the music video for his latest single, “House I Built,” in the metaverse. His involvement in so many moving parts continues to keep the 50-year-old on his toes, as he shows no desire to rest on his laurels any time soon.
Snoop spoke to VIBE about his relationship and history with the Obligations franchise, paving the way for Hip-Hop within the metaverse, and their mission to rebuild Death Row Records from the ground up.
It recently partnered with Activision to release the Tracer Pack: Snoop Dogg Operator Bundle, which will allow gamers to play as Snoop Dogg on Call of Duty: Vanguard Y call of duty: war zone. How did the opportunity to work with Activision come about?
My family and friends play Obligations, so I’m always keeping up with what the game is doing and how it’s doing. When the opportunity presented itself on my table, it was an easy decision. I wanted all my people to see me in the game they play and love every day.
Previously, he helped develop a voice pack for Call of Duty: Ghosts a few years ago, which means you are already familiar with the COD franchise. When did you first discover Obligations And how did your love for the series develop?
I’ve been a gamer all my life, so I’m always familiar with what’s going on in this world. Walk around my compound and you might see a TV somewhere with someone playing COD. On console or phone. Everybody messes with that. You get an appreciation for something when the people closest to you love something, so you start playing it a lot yourself.
The Snoop Dogg Operator Pack comes equipped with its own voice lines as well as a progression path. How involved were you in the actual design and components of the package?
I was involved with everything. My team showed me the creative from day 1 and we all saw it through to launch. I have a say in everything I do. The best part was doing the motion capture session so I really understood what they were trying to achieve.
Appearing in countless video games over the years, in various guises, would you consider yourself a gamer? And if so, what would you say is on your Mt. Rushmore, in terms of the games you’ve played throughout your life?
I am a player. That’s why they put me in them. Authenticity, ya digg. I take everything with me when I’m traveling, so I can also play in hotels. My top 2 from above.. Call of Duty and Madden. The games wouldn’t be where they are without these two. Easy. Then GTA and FIFA.
Hip-Hop’s relationship with the world of video games dates back decades and has only grown over the years. How would you describe the love story between Hip-Hop and the gaming industry and how does it feel to see that connection continue with partnerships like the one between you and Activision?
Hip-hop used to be on top of the world in games with old Def Jam [fighting themed] play. We slowed down a bit, but our people got back up. These young artists grew up with games and the Internet, so it’s in their blood.
Can we expect more Snoop Dogg appearances in the Call of Duty franchise in the future?
You have to wait and see. Everyone loves surprises.
You also made quite a stir in the metaverse after entering that arena. What drew you to that world and made you want to get involved?
I am always trying to innovate. When you keep your mind open to new ideas every year, that’s when the good opportunities come. I didn’t get it at first, but once you get it, there’s no going back.
How would you describe the metaverse and how it works to someone who is not familiar?
The word metaverse is just a fancy word for virtual world. But it is built on the blockchain. You can be part of the community you want in this space.
You recently released the music video for your song “House I Built”, which was shot in the metaverse. As one of the first rap artists to merge those two worlds, what was that moment like and how would you describe the actual experience of making the video?
That was great. Like I said, I’m always part of the creative process in everything I do, so I love seeing how things are built from idea to execution. I trust my team to do a lot of the legwork, so I also give them a big thank you for what they did in that video.
What plans do you have to further infiltrate the metaverse in the future?
I can’t spoil any surprises. But we want to turn the whole industry upside down and make a lot of noise.
On the music front, you recently acquired Death Row Records, your first home as an artist. What are some of the moves he has made since taking over the label and what can we expect from the brand going forward?
For the first time in my career, I have now allowed my fans to monetize my work instead of me always taking from them. We work with all kinds of artists from all over the world. From underground to massive projects with the biggest names coming this year. We want to create a plan for things that have never been done before.
What’s next for Snoop Dogg, entertainment, business, or otherwise?
I want to pave the way not only for my children and grandchildren, but also for all other children who want to pursue their dreams. Pursue happiness above all else.