Snoop Dogg has joined Def Jam as a senior strategic advisor. The rapper, actor, and entrepreneur was appointed executive creative and strategic consultant, a new role that will allow him to strategically work across the label’s executive team and artist roster. Based in Los Angeles, he’ll report to Universal Music Group chairman and CEO Lucian Grainge and Def Jam interim chairman and CEO Jeffrey Harleston.
In a statement, Grainge said: “We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam.”
Harleston added: “I have had the pleasure knowing and working with Snoop Dogg for more than twenty years. Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know. Snoop has a genuine passion for the label and the culture, and we are all excited to have Snoop join the Def Jam Family.”
In the announcement video, Snoop discussed the role. “Now, you may wonder why, so late in my career, would I wanna work for Def Jam Records. Well lemme tell ya, as a young rapper, Def Jam was the holy grail of hip-hop.”
He added, “So when I got the opportunity, my main focus on Def Jam was to help the artists and give them love and wisdom and guidance and understanding, teach them some tricks that I learned in the game — to diversify their portfolios to be superstars.”
Snoop’s entrepreneurial spirit is one of the many things he plans to instruct the label’s young artists about. He not only executive produced the Netflix show Coach Snoop, GGN: Double G News, and the TNT game show Joker’s Wild, he garnered an Emmy nomination as executive producer for the hit VH1 show, Martha & Snoop’s Potluck Dinner Party. He also has made multiple investments and endorsements spanning the lifestyle, food/beverage, and cannabis industries, and founded the Snoop Youth Football League in 2005.