In last week’s social media post shared around the world, weed connoisseur Snoop Dogg said he was giving up smoke.

I’m giving up smoke. pic.twitter.com/DDVl9Syixw

— Snoop Dogg (@SnoopDogg) November 16, 2023

The post garnered massive media attention, and today we learn the punchline: Snoop has become the official “smokesman” for Solo Stove’s smokeless fire pits.

Like the rest of us, Snoop enjoys sitting around a pit without “coughing and having his clothes smelling all sticky icky.”

A :30 from The Martin Agency opens with a serious Snoop parting ways with smoke. The camera pulls back to reveal the rapper sitting in front of his smokeless fire pit. It ends with Snoop roasting a marshmallow—and you can feel his joy.

“Snoop is one of the best improv talents I’ve ever worked with, so the BTS/outtakes were amazing,” says Chase Zreet, senior copywriter at Martin. “You can see it when he’s roasting a marshmallow (actually for the first time in his life). We figured the [social media] concept would work better if the Solo Stove ‘smokeless’ partnership was in answer to something. So we had to create the question—’Why did Snoop Dogg stop smoking?’ Thus, a very obscurely worded quote image was born.”

A limited-edition Snoop fire pit bundle, based on the brand’s existing Bonfire Fire Pit launches today at a cost of $349.99. The fire pit is matte black, features Snoop’s initials and dog paws and signature at the bottom of the stove. The bundle also includes a fire pit stand, a Snoop bucket hat and a sticker pack.

“The more we got to thinking about it, Snoop is such an unexpected spokesperson for a fire pit brand, it just got sillier and sillier (in the best way),” says Allison Apperson, agency ACD/art director. “We wanted to keep this thing as far from an ad as possible. We know it’s an ad, but the goal the whole time was to make it more like a confessional and play the rug pull joke straight. Snoop was a natural for this. Anyone else going ‘smokeless’ felt small. He’s made smoke his whole identity. For him to say he’s giving it up is kind of a big deal.”

CREDITS

Solo Stove
Brand Team
John Merris, Chief Executive Officer
Chris Johnson, Director of Brand
Justin Lake, Creative Director

The Martin Agency
Danny Robinson, Chief Creative Officer
Mik Manulik, VP/Creative Director
Allison Apperson, ACD/Art Director
Chase Zreet, Senior Copywriter
Judd Burnette, VP/Design Director
Tasha Dean, Chief Revenue Officer
Katie White, VP/Account Director
Brett Alexander, MD/Head of Production, Executive Producer
Jacob Munson, Senior Content Producer
Jenn Clark, Sr. Project Manager
Alana Gleason, Senior Brand, and Social Strategist
Lauren Brennan, VP/Head of PR Cultural Impact Lab
Maggie Burke, Cultural Impact Director
Jake Rosenblatt, Influencer Partnerships Director
Sofie Diskin, Manager of Brand Comms 
Jamie Dollins, Senior Print Producer
Maria Rougvie, VP/Director of Business and Financial Affairs
Elizabeth Moore, Associate Director, Financial Affairs
Debbie Douglas, Broadcast Traffic Director
Kati Pond, Traffic Manager

Even/Odd, Production
Director, Chioke Nassor
Photographer, Baldomero Fernandez
Founder & ECD, Malcolm Pullinger
Founder, Mohammad Gorjestani
Executive Producer, Justin Lomax
Head of Production, Taylor Feltner
Line Producer, Kimberly Estrada

Friends & Family, Production
Managing Director, Scott Kaplan
Executive Producer, Jed Herold

SuperJoy, Post-Production
Editor, Brian Gregory
Assistant Editor, Tony Schaffner
GFX Motion Artist, Lyly Nguyen
Flame Artist, Paul Wiederholt
Colorist, Roslyn Di Sisto
Executive Producer, Brian Fox
Senior Producer, Chris Frendo

Royal Muster, Color
Colorist, Roslyn Di Sisto
Color Assists, Zack Wilpon & Esli Israel
Executive Producer, Thatcher Peterson
Head of Production, Diane Valera

Overcoast, Audio
Mix Engineer, Jonathan Waller
Producer, Andrew Carter

Agencies
The Martin Agency

If you want to get higher, Snoop Dogg’s your man.

In overseas markets, he’s helped Grubhub parent Just Eat elevate its image for years. Today, a retooled version of Snoop’s campaign hits the U.S., where Grubhub has struggled to grow amid fierce competition.

The push is centered around “Did Somebody Say,” a 2020 initiative devised by McCann London. Segments find the legendary rapper dancing on a Soul Train-type show (renamed Soul Food) and bouncing on a giant burger. He also shares a bubble bath with a cartoon pizza slice.

Most importantly, dude brings a fun track to life with his trademark drawl, name-checking meals and snacks one might order through Grubhub’s restaurant delivery service.

The U.S. version makes a few edits. The Grubhub name replaces Just Eat’s branding. But it’s basically the same commercial.

“This campaign has been on a ‘global tour’ since 2020, and to this day, people are still singing the track in the streets,” Ariella Kurshan, Grubhub SVP growth and marketing, tells Muse. “In the first three days of the launch in the U.K., the video was viewed 4 million times and hit a record-breaking 98 percent net positive sentiment.”

Globally, the work has appeared in 20 markets, earning more than 1 billion impressions across all platforms.

“In an increasingly competitive landscape, the battle to stand out and stay top of mind is more important than ever,” Kurshan says. “Snoop performs the catchy food-filled song you can’t get out of your head—in a way only Snoop can.”

Snoop’s massively overexposed these days. But that doesn’t matter. He brings effortless chill and best-in-breed style to his many marketing and media gigs.

What say you, Dogg?

“See the crowd go nuts
In the middle of the show for some donuts.
Anytime any zone—Grubhub!

What you gonna do, boo?
Chocolate fondue right on cue.
Even dipping in the sea
I see food, seafood sees me.
G-R-U-B-H-U-B!”

Snoop knows exactly what money is. He’s money! Pure gold in every commercial. Dogg cannot be overexposed or typecast. His lovable laid-back presence and definitive drawl are absolutely alpha.

Here, in a nostalgic nod, he reprises the human-to-beast transformation from his 1993 video for “Who Am I? (What’s My Name?).”

“We recognize that pet parents want to get the most for their dollars and are seeking compelling deals for high-quality products wherever they can,” says Petco CMO Katie Nauman. “Seeing this value through the eyes of the ultimate dog and dog dad—’Tha Doggfather’ himself, Snoop Dogg—gives pet parents a fresh perspective on our comprehensive health and wellness offering at a value they can feel good about.”

Snoop says: “My pets gotta look good, feel good, smell good. But it’s hard to know how to keep our pets healthy and happy when they can’t tell us what they need. When I shop at Petco, it’s all there.”

That includes his pet product line, Snoop Doggie Doggs, with snacks called “Munchies” (for some mysterious reason), plus beds, bowls, apparel and travel gear.

“Snoop was a big fan of his co-stars Daisy and Rocky, the two Doberman siblings,” recalls Tara Lawall, executive creative director at Droga5, which developed the work. “Yes, we had two dogs playing the dog role, very Mary Kate and Ashley. Every line Snoop delivers sounds so good and he was effortlessly funny. Every take was usable.”

Breaking today, the ad flies under the banner of Petco’s long-running “It’s What We’d Want If We Were Pets” campaign.

Jack Box feat. Snoop Dogg. This jam had to happen!

Everyone’s fave rapper/marketing maestro gets the late-night munchies. Can’t imagine why. Anyhoo, Jack in the Box and its freaky mascot are on hand with a new menu, including “Snoop’s Munchie Meal.”

Fresh off his Mint Mobile collab with Ryan Reynolds, Jack hangs with Snoop in fresh spots from TBWAChiatDay L.A. These check all the righteous boxes. We get the artist’s trademark drawl, rap-culture humor, an aura of getting nicely toasted (like bread?), plus some Easter eggs.

At one point, SD dons Box’s big plastic head. That’s worth the price of admission!

It’s a campaign made to order, with all the stuff fans crave. Except maybe Dogg bestie Martha Stewart. (Though it’s probably best to keep her far away from kitchen prep these days).

“Snoop’s no stranger to late-night food cravings,” Jeff O’Keefe, TBWACD creative director, tells Muse. “But that’s not the only reason he made sense as a partner here. He’s an iconic personality, with a sense of integrity and a sense of humor. He’s totally comfortable in his own skin and naturally associated with late night and hanging out.”

Put another way: “Everything about him matches well with the way the brand behaves. He also has an authentic connection to Jack in the Box, having grown up with it as a kid.”

Turns out Martha may have good reason to be jealous.

“In between shots, Snoop and Jack just kept talking in this laid-back way,” O’Keefe recalls. “We kept the camera rolling and got some great footage of them goofing around, reminiscing, digging on each other, etc. They were like a couple of A-listers making a movie. It wasn’t Snoop and an actor but Snoop and Jack.”

As for the soundtrack. “It was really important to us that we use a classic Snoop song across all the elements of the campaign, to tie it together and deepen that sense of familiarity,” he says. 

“‘Who Am I (What’s My Name)?’ from his classic album Doggystyle fit the bill perfectly. In a nice little bit of serendipity—Doggystyle is about to have its 30th anniversary.”

Hip-hop itself turns 50 this year, with Sprite, Wendy’s, Pepsi x Apple Music and more inviting rappers like Nas, T-Pain and Bad Bunny to the brand-boosting celebration.

CREDITS

Client: Jack in the Box
Chief Marketing Officer: Ryan Ostrom
VP of Marketing + Communications: Sheena Dougher 
Senior Manager, Brand Marketing: Jessica Deprizio 
Associate Brand Communications Manager: Ashley Rhorer 
Director, Social Media & PR: Morgan Higgins
Social Media Manager: Ciara Austin
Associate Public Relations Manager: Casey Middleton 
Social Media Coordinator: Makenzie Abuyen-Nuestro 
Head of Media: Daniel MacDonald
Media Manager: Jason Climaco 

Agency: TBWAChiatDay
Chief Creative Officer: Renato Fernandez 
Chief Design Officer: Bruno Regalo
Executive Creative Director: Jason Karley 
Creative Director: Bert Marissen
Creative Director: Jeff O’Keefe
Art Director: Bern Dalla
Copywriter: Jon Ollom
Designer: Andrea Nazario
Executive Producer: KimLara King
Producer: Aubrey Larson
Associate Producer: Linnea Goodman
Art Producer: Ted Copeland
Activation Producer: Amanda Azoroh 
Production Coordinator: Daysi Centeno
 Business Lead: Alison Kaplan
Brand Director: Alexandra Arroliga 
Management Supervisor: Simran Devidasani 
Account Executive: Chase Munroe
Account Executive: Marcela Carbajal
Group Operations Director: Claire Lynch 
Project Manager: Shubha Chakravarty
Project Manager: Scharlotte Storey
Group Strategy Director: Jeremy Davis 

Strategy Director: Corey Kindberg
Senior Strategist: Hannah Schweitzer
Head of Connections Strategy: Stephanie Ehui 
Director of Business Affairs: Robin Rossi 
Senior Business Affairs Manager: Allison Fasano 
Talent Manager: Adele Orsen
Director of Traffic Operations: Dessiah Davis
Traffic Manager: Julia Sen 
Client Finance Budget Manager: Ashleigh Millette 
Budget Manager: Marcus Tom 

Production Company (Live Action): O-Positive 
Director: Brian Billow
Director of Photography: Sebastian Pfaffenbichler 
Line Producer: Grayson Bithell 

Production Company (Food): Camp Lucky 
Director / DP: Tom Ryan
CEO / Partner: Tammie Kleinmann 
Executive Producer: Brandon Tapp 
Producer: Chelsea Sevadjian 
Producer: Evan Murphy 

Editorial: Arcade Edit
Editor: Geoff Hounsell
Editor 2: Fernando Raigoza
Assistant Editor: Paulo Miramontes 
Producer: Wendy Umanzor
Executive Producer: Crissy DeSimone 
Head of Production: Megan Dahlman 

VFX: Timber
Flame Lead: Brian
Flame support: Chris de Cristo 
Flame Assist: Adam
Nuke Comping: Aryel Melek-Shalom 
After Effects: Gabe
Head Of Production: Ryan Dahlman 
Producer: Wendy Umanzor 

Color: CO3
Senior Colorist: Stefan Sonnefeld 
Senior Producer, Color: Blake Rice 

Sound Design + Mix: LIME Studios 
Mix Engineer: Sam Casas 
Assistant Mix Engineer: Collin Thomas 
Assistant Mix Engineer: Meg Ochs 
Associate Producer: Cassie Underwood 
Executive Producer: Susie Boyajan 

Music (TVC + OLV):
Track: “Who Am I? (What’s My Name?)”
Artist/Composer: Snoop Dogg 
Track: “Early Word”
Composers: Beacon Street Studios 
Adrea Lavezzoli – Executive Producer 

Dogg in the Box Activation 
Production Partner: BeCore Executive 
Producer: Preeya Patel
Producer: Hannah Reeder
Producer: Casey Mitchell

Adidas and Run DMC – 1986

A defining moment for hip-hop and pop culture broadly, wherein the rap group and their savvy business representatives leveraged Run DMC’s genuine love of Adidas sneakers (see: “My Adidas”) into a major and recurring product-and-marketing partnership with the brand. (A 2014 study also found it to be the most popular music ad of all time). 

St Ides feat. Notorious B.I.G. – 1995

Among the earliest brands to hitch its wagon to hip-hop, malt liquor company St. Ides featured a number of West Coast and East Coast rappers in commercials throughout the late ’80s and ’90s, including this classic starring Biggie. (While the brand’s marketing run was relatively short-lived—and controversial—it arguably laid the groundwork for future moments like Jay-Z’s 2003 high-life number for Heineken and Kanye West’s 2010 bit for Absolut Vodka).

Sprite ‘Five Deadly Venoms’ Campaign – 1999

Sprite’s deep history with hip-hop actually dates back to 1986, when it hired Kurtis Blow to pitch its lagging lemon-lime soda to Black youth in one of the earliest national TV ads featuring a rapper. That led to a string of ads in the ’90s featuring HeavyD, KidNPlay, A Tribe Called Quest and Missy Elliot—and, later, the likes of Drake. The association persists to this day, with Coi Leray starring in a 2022 global marketing push from the brand. But this 1999 Kung Fu-themed campaign—featuring Eve, Angie Martinez, Mia X, Amil, and Roxanne Shante battling a villainous Kool Keith—stands out for a mix of reasons, including its relatively rare focus on women MCs, and as a sequel of sorts to Sprite’s 1998 Voltron-themed ensemble effort (which saw Goodie Mob, Fat Joe, Common, Mack 10, and Afrika Bambaataa join forces to defeat an alien invader). The “Five Deadly Venoms” ad, though, resulted in a lawsuit against the brand from the Deadly Venoms—a separate group of women MCs operating as part of the Wu Tang extended family. 

Gap feat. LL Cool J – 1999

LL Cool J’s energetic a-capella freestyle for Gap still feels raw and fresh almost a quarter of a century after its airing—a rare feat for any ad. That might have something to do with a bit of subterfuge on his part. The artist’s cap repped a then-little known Black-owned streetwear brand named FUBU, and his lyrics referenced the acronym’s titular phrase, “for us by us, on the low.” As FUBU founder and Shark Tank investor Daymond John recounts it, Gap didn’t catch wind of the gambit until after the ad started airing and kids began showing up at its stores asking for FUBU caps. But it ultimately worked to the extraordinary benefit of all parties—in what John describes as “probably history’s biggest advertising coup.”

Boost Mobile feat. Kanye West, Ludacris, The Game – 2004

This iconic ad, the “Boost Mobile Anthem,” tapped three of its moment’s top talents—Kanye West representing Chicago, Ludacris representing Atlanta, and The Game representing Compton—to generate one of the best original songs to ever come out of a commercial, period. Sadly, it was never widely released as a standalone track. (But in related hip-hop history, the ad also proved far less controversial than Pepsi’s notable 2002 joint starring Luda, which found the soda giant backpedaling in the face of a thinly-veiled racist backlash from now-disgraced Fox News host Bill O’Reilly and his pearl-clutching minions). 

HP feat. Jay Z – 2006

A deft illustration of Hov’s famous line, “I’m not a businessman—I’m a business, man,” this number from the computing giant featured Jay-Z narrating how he uses his HP laptop to manage his many ventures (all without showing his face—part of the multi-celebrity campaign’s broader gimmick). It inspired another great lyrical quip about the brand “spendin’ 10 million in media on my hands.” (Another icon featured in the same campaign: Pharrell Williams). 

Vitaminwater feat. 50 Cent – 2007

“I took quarter waters, sold it in bottles for two bucks, then, Coca-Cola came and bought it for billions—what the f*ck?,” says 50 Cent in 2007’s “I Get Money.” The rapper’s relationship with Vitaminwater’s original owner Glaceau began in 2004 when he plugged the product in a Reebok ad. As opposed to a typical endorsement-for-cash deal, the rapper negotiated for a minority equity stake that resulted in this classic tongue-in-cheek ad featuring 50 conducting a symphony playing “In Da Club.” The deal also famously netted him an estimated $100 million when Coca-Cola acquired Glaceau in 2007—and set a new gold standard for rappers in brand deals. 

Nike Skateboarding feat. Ice Cube – 2009

This chill ode to L.A.—set to Ice Cube’s track “It’s a Good Day”—shows celebrated skater Paul Rodriguez cruising past the city’s vistas and icons (shout out Kobe Bryant), while flouting the cops and exuding a vibe of effortless cool. It’s a standout example of Nike’s own hip-hop investments—other classics include its Jordan brand’s 2001 video for Mos Def’s “Umi Says” and Rick Ross’ very of-the-moment iced-out 2010 spot—and includes to an amusing cameo from Ice Cube himself, with no small measure of mean-mugging nostalgia.

Chrysler feat. Eminem – 2011

Leaning on the riff from the 2002 hit “Lose Yourself,” this epic Super Bowl ad used Eminem’s Motor City credentials to introduce the Chrysler 200 with the tagline “Imported from Detroit.”

Lucky Charms feat. Biz Markie – 2015

In a less epic, more endearing example, this quirky psychedelic reworking of the late great Biz Markie’s 1989 classic “Just a Friend” (which interpolates Freddie Scott’s 1968 song “(You) Got What I Need”) finds Biz informing viewers of their chance to win a box of all-marshmallow Lucky Charms (because who wouldn’t want that). It’s a comedic bit, on brand with his playful career and enduring reputation as the “clown prince of hip-hop.”

Apple feat. Drake – 2016

With hits like “One Dance”—2016’s official song of the summer, per Billboard—and his 6x platinum album Views, this was one of Drake’s biggest years. This ad from Apple saw the artist use his platform as one of hip-hop’s towering contemporary stars to cut off his own music and instead pump iron to Taylor Swift (enjoying her own moment as one of the world’s biggest pop stars). Overall, a fun sendup of rap bravado and a charming time capsule of some of 2016’s cultural priorities. 

Pepsi feat. Cardi B – 2019

Pepsi is arguably the biggest name in pop music branding. Over the years this has included collabs with rappers—in addition to the aborted Ludacris campaign, there was its 2005 ad featuring Late Registration-era Kanye West, and its 2012 spot leaning into the bubblegum dance pop side of Nikki Minaj’s aesthetic (as opposed to her rapping chops), and its 2021 pop-R&B remake of Grease starring Doja Cat. The brand’s 2019 Super Bowl ad, though, starring Steve Carell, Lil Jon and Cardi B, leveraged the latter’s show-stealing personality and Latin trap chart-topper “I Like It” right on cue with a new era of visibility and commercial dominance from women rappers.

McDonald’s feat. Travis Scott – 2020

While MC Hammer might’ve paved the way with his 1991 parachute pants stunt for Taco Bell, Travis Scott’s 2020 deal with the Golden Arches is notable for its scale of integration. It featured not only a Scott-branded meal (including a Sprite) but also merchandise like a $98 body pillow and a $128 work jacket. All that helped Scott earn a reported $20 million, per Forbes—also just a fraction of his end from various corporate collabs. It was also fortuitously timed for McDonald’s, arguably catching Scott at the apex of his moment—a year before the high-profile and controversial Astroworld tragedy tarnished his popular image.

Uber One feat. Diddy – 2023

This year’s Super Bowl was a big one for meta hip-hop ads. There was Snoop Dogg riffing on being Snoop Dogg for Skechers (with a cameo from bestie Martha Stewart, part of their ongoing bit-meets-genuine-friendship). There was Doritos inspiring relative newcomer Jack Harlow to quit rapping and play a (chip-shaped) triangle, against the advice of Missy Elliott, and only to be shown up by Elton John. But perhaps the most apt demonstration of the long-reified bond between hip-hop and pop music came from Uber One’s spot, wherein mainstay mogul P. Diddy anchors a historical survey of varied hit records—also starring Montell Jordan, Donna Lewis, Kelis and Haddaway—in search of an appropriate musical promo for the ridesharing app. The upshot? Commercial performance is king, regardless of genre—but good taste always comes before the bag.

Rapper. Innovator. Cultural Icon. Entrepreneur.

From the time we first laid eyes on him, and heard that silky smooth SoCal drawl, it was obvious that Calvin Cordozar Broadus Jr., aka Snoop Dogg, was the real deal. How real? There are billion-dollar brands that would kill for his credibility, authenticity and staying power as a generational influencer across multiple decades.

He did it, of course, with smart moves, hard work and personality as big as the Pacific. As a result, we’re going on 30 years of watching Snoop wield the kind of influence that comes with always being the coolest person in the room.

Who knew that all those times we thought Snoop’s mind might be getting a little … hazy, he was turning his love of technology into an expansive portfolio.

His appearance in numerous video games was the opening act to Snoop’s emergence in almost every key area of web3, along the way picking the right projects, buying the hottest virtual properties, and understanding how to sweeten his own NFT collection with utility that is genuinely priceless.

Let’s break down some highlights from his other career.

Play On Playa One

The number of video games in which Snoop has appeared is just insane. But even more impressive is how many game genres the man has covered during his time inside our PCs and consoles. It’s a deep roster of game styles, including: fighting (Tekken Tag Tournament 2, Def Jam: Fight for NY, UFC 3), football (Madden NFL 20), life simulator (The Sims 4), mobile gacha (Family Guy: The Quest for Stuff), open world action-adventure (True Crime: Streets of LA), eponymous-rhythm-side-scroller (Way of the Dogg) … the list goes on and on.

And that doesn’t even include Snoop’s greatest coup, and the most original idea to come out of EA Sports in a good long while:

For most, this would have been mere wish fulfillment—a famous person who loves video games getting to be in them. But Snoop’s deep roots in the game industry helped him build his network, as he rubbed elbows with tech’s best and brightest. Many of whom would go on to build the foundation of the metaverse, introducing the masses to NFTs and other innovations-in-waiting.

He’s Just Going Through a FaZe

With all due respect to the world’s most famous esports lifestyle crew, bringing Snoop on board into FaZe Clan as a content creator instantly raised the organization’s cool factor. The partnership was a smart move for both parties. FaZe got the credibility of working with an artist who has been connected to pro and college sports for decades (helping position them, and esports in general, as a “real” sport), and Snoop got a chance to connect directly to the next generation of DOGG Pound residents. Win-win.

They Call Him Cozomo (Cozomo the NFT Whale)

It was late summer 2021 when Twitter began buzzing about the feed of a wealthy European crypto-enthusiast who went by the absolutely wonderful name Cozomo de’ Medici.

Charming and opinionated, Cozomo quickly won the hearts and minds of digital art lovers with his witty takes on web3, and more importantly, his highly impressive collection of NFTs, which at the time was valued at over $17 million.

As we now know, keeping a secret in a decentralized world is pretty much impossible. So it didn’t take long for sleuths to trace the multimillion-dollar collection to its wallet owner, learning that Snoop has a life outside of music and discovering that his moonlighting gig includes amassing a highly impressive collection of NFTs.

(If you’re like us, you’ve wondered what Snoop’s private life is like. And now you know—it’s settling in for the night, clicking furiously all over OpenSea until the sun comes up … all while wearing a silk robe, ascot and velvet slippers.)

Viewing the Cozomo wallet also revealed a passion for the work of Larva Labs, with rare Cryptopunks and Meebits accounting for most of the $17 million value.

So once again we discover that Snoop is the OG 24/7/365.

The Pixelated Promoter

Snoop Dogg’s 2021 partnership with The Sandbox started out innocently enough. But then came word that Snoop Dogg was building a Snoopverse. It would be an immersive digital world that embodied the man’s lifestyle—and YOU could be a part of it. Yes, You!

This then got crazy—1,000 NFTs were minted, with owners receiving VIP access to the Snoopverse launch party, and a digital taste of the Snoop lifestyle, which included a chance to have your avatar in the video for Snoop Dogg’s metaverse music video release, “House I Built.” The video, incidentally, was a tribute to his own success inside the metaverse and was shot entirely inside The Sandbox. A first for the music industry.

Of course, celebrities and music artists had been holding events in VR, Fortnite and Roblox for a while, but this was so much more ambitious. It served as further evidence of the man’s commitment to web3 … and that he just gets things done.

This was Snoop doing the things that everyone was still only talking about. With this idea, he took multiple core elements of web3 — NFTs, the metaverse, avatars, digital ticketing—and seamlessly blended them together for an event that many believed was still years away. 

Like a Good Neighbor, Snoop Dogg Is There 

When Snoop Dogg put down stakes inside the growing virtual world The Sandbox, the land owners were justifiably excited. With a global superstar like Snoop on board, it would bring more attention to the project, and might even drive up the price of SAND, the currency used in-world/in-game.

Always the entrepreneur, Snoop almost immediately began selling parcels of land within his Sandbox property (which had by now been dubbed “the Snoopverse”), including MIGOS, who uses the space to house and exhibit his Apes in Space NFT project, and Aoki’s Playhouse, the brainchild of music producer Steve Aoki.

The timing of all this Snoop-related activity couldn’t have been better for The Sandbox, who were locked in a fierce rivalry with the other main world in the metaverse, Decentraland (home of the high-profile Metaverse Fashion Week).

A Newly Minted Record Mogul Looks to NFTs

When the news broke that Snoop had purchased Death Row Records, the label that helped launch his career, it made for a feel-good story. Not just because it was the rebirth of one of most beloved independent music companies in hip-hop history, but because it felt like the end of a true rags-to-riches story that brought a beloved artist’s life full circle.

But there was another surprise in store for hip-hop fans. With Snoop in charge, it was going to be anything but business as usual at Death Row, tossing out the old system  and turning the company into an NFT record label.

Snoop says becoming an NFT-based label is a chance to give something back to the fans via exclusive VIP experiences, artist meet-and-greets and early access to new music. As for the artists themselves, there’s a chance to cut out the traditional publishing model that cannibalizes artists’ royalties and other vital sources of revenue, giving them greater control and compensation for their creative efforts.

Snoop was the man in control, and he wanted to share that control with young artists on the rise.

VMApes

Most recently, Snoop took to the stage alongside fellow rap legend Eminem, with a metaverse-focused performance at the 2022 MTV Video Music Awards. No great surprise that they would pop up at the VMAs—the pair had a new single to plug, and were still basking in the retro, KDAY Back in the Day love generated by the Super Bowl halftime show in February.  What did create all kinds of buzz was how the pair incorporated their Apes—Bored Apes, that is.

The hip-hop duo first appeared on stage, filling the Prudential Center with copious amounts of weed smoke, just chatting about their day. Then, in a flash, Snoop and Em were on screens in homes around the world, but now they were animated—transformed into the simian stars of the Bored Ape Yacht Club. The same Bored Apes each just happens to own. They did their entire performance as Apes from this point on. Impressive.

Reviews of the performance ran hot and cold, but there was near universal agreement that the VMAs proved a point … while most NFT projects continue to play checkers, the BAYC is busy mastering 5-D chess, with original content and high-profile performances to a global audience. And on the night of the VMAs, Snoop would deliver a cultural moment for the BAYC community, and NFTs in general. And water cooler moments like the VMAs are simply invaluable.

Here to Stay and Play

Snoop’s not here to simply cash in on a trend, moving on to the next thing the moment his paycheck clears. Instead, he is playing a vital role in building the industry—using his creativity, fame and reputation to shape the future of gaming, esports, entertainment, web3 and whatever the Dogg believes is next.

You’d better not pout … Snoop Dogg’s coming to town! Again!

Fresh off his chill holiday outing for SodaStream, the rap icon orders seconds from Just Eat, cutting a Christmas commercial and track for the U.K. food delivery service through McCann London.

Snoop’s first team-up with the brand featured the legend himself in a funky spot. This time, however, a puppet pooch stands in for the artist, and boy, that doggie’s got style:

Jerk-chicken stocking stuffers? That’s gonna stain! Also, they claim that pup’s a Doberman, but it looks more like a Labradoodle. Good dogg!

In case you’re up for checking it twice, here’s the full-length “Doggy Dogg Christmas” on Spotify.

“We all need a little joy at Christmas. This year, we need it more than ever,” say McCann creatives Rob Webster and Alexei Berwitz, with developed the spot with directors Chloe Hughes and Emil Nava. “We’re hoping for a Christmas hit to rival East 17, Robbie and Mariah.”

La Carey’s probably not shaking in her sequined gown over that one, dudes.

“It’s been a very challenging year for our customers and restaurant partners, but Snoop really seemed to strike a chord in the summer, helping to deliver a little joy when it was needed most,” says client CMO Susan O’Brien. “So, with Christmas fast approaching, we’re delighted to welcome him back again for a large helping of festive cheer.”

Kick it: