Snoop Dogg in Web3
Discover how hip-hop legend Snoop Dogg became a major figure in the Web3 and NFT space. This guide covers his NFT collections, his creation of a virtual music label in the metaverse, his acquisition of Death Row Records, and his role in bringing mainstream culture into the world of crypto.
Introduction: The Unexpected Web3 Icon
Snoop Dogg, the legendary rapper, entertainer, and cultural icon, has emerged as one of the most surprising and influential celebrity proponents of Web3. Far from being a passive investor, Snoop has fully immersed himself in the NFT and metaverse space, launching his own projects, building virtual worlds, and using the technology to innovate in the music industry.
This guide explores Snoop Dogg's journey into Web3, from his early adoption of NFTs under the pseudonym "Cozomo de' Medici" to his ambitious plans to transform the iconic Death Row Records into the first major "NFT label."
From Hip-Hop Legend to NFT King
Snoop Dogg's career has always been defined by his ability to stay culturally relevant and adapt to new trends. From his early days as a gangsta rap pioneer to his evolution into a global media personality, he has consistently found new ways to connect with his audience.
His entry into Web3 was no different. He didn't just dip his toe in; he dove in headfirst. He saw NFTs not just as a new way to sell merchandise, but as a revolutionary tool for artists to reclaim ownership, engage with their fans directly, and build new creative economies.
Core Thesis: Ownership, Community, and the Future of Music
Snoop Dogg's approach to Web3 is rooted in his decades of experience in the music industry. He sees blockchain technology as a way to solve many of the problems that have plagued artists for years, particularly the lack of control and the unfavorable economics of traditional record deals.
1. Reclaiming Ownership for Artists
For Snoop, the most powerful aspect of Web3 is ownership. He views the traditional music industry as an extractive system where labels, publishers, and streaming services take the lion's share of the revenue, leaving artists with a fraction of the value they create.
- NFTs as a Direct-to-Fan Channel: He sees NFTs as a way to bypass these intermediaries. Artists can sell their music directly to their fans as NFTs, creating a direct economic relationship and retaining a much larger percentage of the revenue.
- Royalties on Secondary Sales: He has championed the power of smart contract-enforced royalties. With NFTs, an artist can earn a percentage of every future sale of their work on the secondary market. This is a game-changer compared to the traditional music world, where artists typically see no revenue from the resale of used CDs or vinyl records.
2. Building a Virtual Empire in The Sandbox
Snoop Dogg was one of the first major celebrities to partner with The Sandbox, a decentralized metaverse platform. He didn't just lend his name; he actively built a virtual world known as the "Snoopverse."
- The Snoopverse: This is a dedicated virtual space within The Sandbox where fans can explore Snoop's world, attend virtual concerts, play games, and interact with his digital avatar.
- Virtual Real Estate and Assets: He sold virtual "land" next to his own digital mansion and released several collections of NFT avatars (the "Snoop Dogg Avatars" and "The Doggies"), allowing his fans to own a piece of his virtual identity.
- A New Venue for Entertainment: This move demonstrated a forward-thinking vision of the metaverse as a new frontier for entertainment, where artists can host events and engage with a global audience without physical limitations.
3. The Cozomo de' Medici Reveal
In 2021, Snoop Dogg revealed that he was the person behind the pseudonymous NFT collector "Cozomo de' Medici." Under this name, he had quietly amassed one of the most valuable and respected NFT collections in the world, worth millions of dollars and including iconic pieces like CryptoPunks and Art Blocks.
This was a pivotal moment for the NFT space. It wasn't just that a celebrity was buying NFTs; it was that a major cultural figure had been a "degen" all along, participating anonymously and knowledgeably within the community. This lent enormous credibility to the space and showed that his interest was authentic, not just a fleeting marketing stunt.
Death Row Records: The First NFT Record Label
The culmination of Snoop's Web3 strategy came in early 2022 when he acquired Death Row Records, the iconic record label where he started his career. Shortly after the acquisition, he made a stunning announcement: he intended to transform Death Row into the first major "NFT record label."
His vision includes:
- Music as NFTs: Releasing new music from Death Row artists, as well as classic tracks from the catalog, as limited edition NFTs.
- Fan Ownership: Allowing fans to own a piece of the music and potentially share in its success. While the legal specifics are complex, the idea is to use tokens to align the incentives of the artists and their fans.
- A Metaverse-First Label: Using platforms like The Sandbox to host virtual concerts, release parties, and other exclusive experiences for Death Row token holders.
This move represents the most ambitious attempt by a major artist to fully integrate Web3 technology into the core business model of a record label. It is Snoop's ultimate play to prove that the future of the music industry will be built on the blockchain.
Conclusion: The Cultural Bridge
Snoop Dogg's impact on Web3 has been immense. He has served as a crucial cultural bridge, bringing the concepts of NFTs and the metaverse to a massive, mainstream audience that might otherwise have dismissed it as a niche for tech enthusiasts.
His authentic engagement, his willingness to experiment, and his consistent focus on empowering artists and fans have made him one of the most effective and respected ambassadors for the space. By transforming Death Row Records into an NFT label, he is not just participating in Web3; he is actively building its future, showing a new generation of artists how to take control of their careers and build their own digital empires.
Frequently Asked Questions (FAQ)
Q1: Who is Cozomo de' Medici? A1: Cozomo de' Medici is the pseudonym that Snoop Dogg used to collect NFTs. Before revealing his identity in September 2021, the Cozomo account had become famous in the NFT community for its high-value collection and insightful commentary.
Q2: What is The Sandbox? A2: The Sandbox is a decentralized, user-generated metaverse platform built on the Ethereum blockchain. Snoop Dogg partnered with them to create his own virtual world, the "Snoopverse," where he has hosted virtual concerts and sold virtual land and NFT avatars.
Q3: What does it mean for Death Row Records to be an "NFT label"? A3: Snoop Dogg's vision for Death Row Records is to use blockchain technology as its core operating model. This means releasing music as NFTs, giving fans a sense of ownership, and using the metaverse for promotion and events. The goal is to bypass traditional industry intermediaries and create a more direct connection between artists and fans.
Q4: What kind of NFTs does Snoop Dogg own? A4: Through his Cozomo de' Medici account, Snoop Dogg has collected a wide range of high-value NFTs, including multiple CryptoPunks, Art Blocks, and other generative art pieces. His collection is considered one of the most significant in the world.
Q5: Why is Snoop Dogg so interested in Web3? A5: As an artist who has navigated the traditional music industry for decades, Snoop Dogg sees Web3 and NFTs as a powerful way to shift the power back to creators. He believes it allows artists to have true ownership of their work, build a direct relationship with their fanbase, and control their own economic destiny.
