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Snoop Dogg Brings NFTs and Metaverse to Music Through New Album, Label and Sandbox

Hip-hop legend Snoop Dogg is pioneering crypto, metaverse and NFT adoption through his new album, Death Row record label and Sandbox.

Hip-hop legend and freshly minted music mogul Snoop Dogg has released his 20th studio album, B.O.D.R (Back on Death Row) with a major new twist. The album is not only available on major streaming services, but now also on the blockchain in the form of NFTs. 

The metaverse and crypto-loving musical trendsetter partnered with innovative Gala Games, a crypto gaming platform, to launch the STASH BOX NFT. Limited to 25,000 copies, each box went for sale for $5,000 and includes one of the album’s 17 songs. Holders of the NFT box can expect a lot of extras that include images, touring, films, comics, merchandise, and an opportunity to attend concerts.

Snoop Dogg’s STASH NFT BOX grossed him over $50 million, and had he sold out the entire collection, he would have made $125 million.

February was an interesting month for the music icon as he made major moves within the music industry.

Snoop Dogg initially informed the world through the social media platform Clubhouse that he had acquired the record label Death Row Records. He went on to lay down his NFT ambitions for the label. This may have surprised a few people given his history in the NFT sector.

Snoop Dogg is Not New to crypto and NFTs

The legendary musician is not a stranger to the world of decentralized finance and non-fungible tokens. Dogg previously publicly supported Dogecoin in its crazy 2021 pump that also saw it backed by Elon Musk and Mark Cuban. In September 2021, he claimed that he was the person behind a mysterious Twitter user called Cozomo de’ Medici. However, this has yet to be independently verified. 

The mysterious Twitter user holds an NFT collection worth more than $17 million, including an NFT bought for $3.9 million in Ether. Before Snoop Dogg’s reveal, several people believed that the person behind the mysterious Twitter account was either US politician Alexandra Ocasio-Cortez, George Clooney, or the eccentric Tesla founder Elon Musk. For now, the consensus is that Dogg could be Cozomo de’ Medici.

Snoop Dogg dropped his first-ever NFT collection entitled “A Journey with the Dogg” in April 2021. Released in partnership with Crypto.com, the NFT collection commemorates the singer’s formative years. A portion of the proceeds from the sale of the NFT collection was used to support upcoming crypto artists and Snoop’s Youth Football League.

Snoop Dogg’s fame came through music, and for a brief moment, it seemed that the famed musician was focusing on NFTs and the technologies around them. With the acquisition of Death Row Records and his ambitious plans for it, he wants to show the world that there is enough room to bring music and NFTs under one roof.

Snoop Dogg’s Metaverse Plans for Death Row Records

Source: Twitter, Snoop Dogg

The legendary musician has not minced his words about his intention to turn Death Row Records into an NFT label. Born Calvin Brodus Jr., Snoop Dogg said the label will put artists through the metaverse. His goal is to become the “first major in the metaverse” the same way the label was one of the most successful record labels during its time.

The record could mean a lot to Snoop Dogg given that he started his career there. Death Row Records was founded in 1991 by Dr. Dre, Suge Knight, the D.O.C., and Dick Griffey. Snoop Dogg and fellow artist Dr. Dre performed at the 2022 Super Bowl alongside fellow yesteryear music giants that included Eminem, 50 Cent, Mary J. Blige, and Kendrick Lamar.

Death Row Records has been associated with successful artists such as Tupac, MC Hammer, and Left Eye, among others. At its peak, the record label made over $100 million a year. Over the decades, the label has struggled under different owners. And now, Snoop has purchased it to revive the business, using NFTs and the metaverse as vehicles for its resurgence.

If the label is restored to its former glory, it could be a magnet for the next generation of artists, who according to Snoop’s ambitions, will be exposed to NFTs and the metaverse. In 2018, hip-hop music accounted for 21.8% of music consumption in the United States. This will likely expose more people to the metaverse and NFTs.

Snoop Dogg and Death Row Records are respected names within hip-hop history, and their foray into the metaverse could be a game-changer for the industry.

Death Row Records coming to Blockchain?

Snoop Dogg has been in the music industry for a long time, and it takes something special for him to remain relevant for as long as he has. If his influence behind the mic is replicated in his ambition to turn Death Row Records into the first metaverse brand, this could be one of the most important moments for the sector.

It is not just about his ambition to be the first but his belief in what blockchain could truly offer artists. He says that blockchain has the potential to change everything and tilt the scales in favor of artists and fans.

As the Doggfather builds the next chapter of Death Row Records using the metaverse, many will wonder if artists will be able to earn more money by venturing into the sphere.

Doggfather ready to rule the Metaverse

The popular rapper owns property in the Sandbox, a metaverse based on the blockchain, and actively promotes it, throwing concerts and parties in the digital world. The Sandbox capitalized on Dogg’s property ownership and sold property adjacent to his for $450,000 in Ethereum. 

It is clear that Snoop Dogg has seen the potential of NFTs and the metaverse first-hand and as a natural promoter, he is taking the initiative to bring these worlds and the music industry together. He now wants to harness his experience to bring others to the fold, using music, because it was through music that he became who he is today. 

With artists demanding more control over their music and fair compensation in the form of royalties, what better way to do this than through crypto and of course NFTs, which already offer built-in perpetual royalties for creators through innovative smart contracts? While Snoop may have made his fame and fortune as a musical pioneer, it might just ultimately be his trailblazing efforts as a crypto and NFT trendsetter and pioneer that he will be most remembered for one day!

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