The rap icon has officially joined Def Jam Records as Executive Creative and Strategic Consultant. In his new role, Snoop will strategically work across the label’s executive team and artist roster. As a senior strategic advisor, he will focus on A&R and creative development, reporting to Universal Music Group Chairman and CEO Sir Lucian Grainge and Def Jam interim Chairman and CEO Jeffrey Harleston.
“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,” said Grainge.
“I have had the pleasure knowing and working with Snoop Dogg for more than 20 years,” added Harleston. “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 a video message, the 49-year-old rapper–born Calvin Broadus Jr.–explained that he signed with Death Row, but he always wanted to be a part of the Def Jam legacy. “I always had a dream to be on Def Jam and to be in the place that hip-hop was originated,” said Snoop, who will serve as a mentor for Def Jam’s roster of talent.
“My main focus on Def Jam Records was to go and to help the artists and give them love and wisdom and guidance and understanding and teach them some tricks that I learnt in the game,” he explained. “To diversity their portfolios, to not just be rappers and not just be artists, but to be superstars, superheroes so to speak.”
In the future, Snoop said to expect “great music videos, TV shows, content, video games, and oh yeah, most important, hit records.”
Snoop, who will operate out of his hometown of Los Angeles (“Def Jam West, by the way”), even teased a new album of his own. “F**k around and get a Snoop Dogg record, you never know.”