The legendary rapper fulfills a lifelong dream after being appointed to Def Jam Records as executive creative and strategic consultant.
Other than Shaquille O’Neal, no one is out here working quite like Snoop D-O-double-G. In a report from Variety, the Doggfather has joined Def Jam Recordings as executive creative and strategic consultant. This role will enable him to work across the label’s executive team and artist roster, focusing on “A&R and creative development,” according to the announcement. Snoop will remain in his native Los Angeles and report to Universal Music Group Chairman & CEO Sir Lucian Grainge as well as Def Jam interim Chairman and CEO Jeffrey Harleston.
Following the news, Snoop shared Wednesday, June 9, the appointment of his wife, Shante Broadus, to his executive team as his official manager. Broadus oversees Boss Lady Entertainment (BLE) and began her career by managing the early part of Snoop Dogg’s career. In her new role, she will expand Snoop Dogg’s already vast ventures, which include Tostitos, Corona, and General Insurance, as well as “cultivate and fortify” all upcoming partnerships deals across the cannabis, spirits, gaming, music, brand partnerships, touring, licensing and TV/film spaces.
In the announcement video below, Snoop—who champions his love for Def Jam, despite the issues his former label Death Row had back in 1990s— talks about the role. “Now, you may wonder why, so late in my career, would I wanna work for Def Jam Records,” he shares as Public Enemy’s “Fight the Power” plays in the background. “Well lemme tell ya, as a young rapper, Def Jam was the holy grail of hip-hop.
Recalling the storied legacy of the Russell Simmons and Rick Rubin founded label, Snoop spoke about its musical history, family vibes, and efforts outside music, like Def Comedy Jam.
“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,” he says. He says he will also dig into the label’s catalog to tell the “life stories of these great artists,” bring in new talent — “and maybe a Snoop album — you never know.”
In a statement Sir Lucian 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.” Jeffrey Harleston added: “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.”