Snoop Dogg bringing his West Coast swag to Def Jam

Snoop Dogg bringing his West Coast swag to Def Jam
Snoop Dogg (Photo credit: Bang Media)

Rapper Snoop Dogg is getting ready to embark on a new role at Def Jam Recordings. He’s joining the label as an executive creative and strategic consultant. Def Jam announced Monday, June 7, 2021, that the newly created role for the rapper will allow Snoop to strategically work across the label’s executive team and artist roster. Acts signed to the label include Kanye West, Nas, Justin Bieber, Big Sean, Logic, Jadakiss, 2 Chainz, Jeezy, Jhené Aiko, Bobby Sessions and late rapper DMX. Def Jam is a division of Universal Music Group and also home to Interscope Geffen A&M, Capitol Records and Republic Records.

In his announcement video, Snoop, who also alludes to the fact that Def Jam and his former label, Death Row, were deadly rivals in the 1990s — talks about the role.

“Now, you may wonder why, so late in my career, would I wanna work for Def Jam Records,” Snoops says as Def Jam artists Public Enemy’s 1989 classic “Fight the Power” plays in the background. “Well lemme tell ya, as a young rapper, Def Jam was the holy grail of hip-hop.”

Snoop said he plans to highlight the label’s current roster of recording artists, bring in some new talent and maybe even drop new music of his own.  He will be based in Los Angeles and report to Universal Music Group’s CEO and Chairman Lucian Grainge as well as Jeffrey Harleston, Def Jam’s interim chairman and CEO.

Grainge added that he’s excited that Snoop is “bringing his deep industry experience, strong relationships, boundless creativity, and infectious energy to Def Jam.”

The new role should be fairly easy for the legendary rapper, whose impressive catalog includes music produced by Dr. Dre and released on Suge Knight’s Death Row Records. Snoop has become a multifaceted entertainer, having appeared in several films, launched businesses and even earned an Emmy nomination alongside Martha Stewart in 2017 for “Martha & Snoop’s Potluck Dinner Party.” He’s also released gospel and reggae albums.

Listen to Snoop describe his new role and plans in the video below.

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