By Austin Simmons
Snoop Dogg, the renowned rapper and entrepreneur, has emerged as an unlikely hero in the world of technology, specifically within the NFT (non-fungible token) space and the metaverse. Known for his contribution to the music industry, he has now successfully turned his attention to the burgeoning world of digital assets and virtual realities, becoming an integral part of the tech space.
The rapper's foray into the metaverse was prominently featured in his music video for the song "House I Built", which takes place entirely within The Sandbox's metaverse platform. The video starts with a pixelated version of Snoop asking a man named “Nick” about his Sandbox cryptocurrency holdings, which according to the video have leaped from $300,000 to $4.8 million. The video showcases the rapper's "Snoopverse", a virtual world within The Sandbox’s metaverse platform created by the musician, which is currently only open to buyers of an “early access pass” selling for nearly $2,000. The song also references Snoop’s increasing activity in the metaverse and involvement with cryptocurrencies1.
Snoop Dogg’s presence in the NFT space came to light when he revealed himself as the NFT kingpin “Cozomo de’ Medici” on Twitter, with an estimated $17 million in NFTs. He also launched a Snoopverse in partnership with The Sandbox, and someone paid nearly half a million dollars to be his virtual next-door neighbor1.
The rapper's involvement in the tech space took a significant leap when he acquired Death Row Records in February and announced plans to pivot the label to incorporate NFTs and the metaverse. "Death Row will be an NFT label," Snoop Dogg announced. "We will be putting out artists through the metaverse... Just like we broke the industry when we were the first independent to be major, I want to be the first major in the metaverse," he added12. This is a significant move given that Death Row Records, founded by Dr. Dre and Marion "Suge" Knight, was instrumental in launching Snoop Dogg's music career in the 1990s2.
Snoop Dogg has also demonstrated his belief in NFTs as a game-changing element for the music industry. He recently released his latest album "B.O.D.R," short for Bacc on Death Row, on the blockchain and made one of the songs available as an NFT2. "Blockchain tech has the power to change everything again and tip the table in favor of the artists and the fans," he said2.
Snoop Dogg's journey into the NFT space and the metaverse has made him a prominent figure in the tech industry, illustrating the potential of these technologies. Despite his unexpected transition from music to tech, he is pioneering a path for other artists to follow.