Snoop Dogg

Snoop Dogg: Cultural Icon Bridging Music, NFTs, and the Metaverse

Calvin Broadus Jr., globally renowned as Snoop Dogg, is a multifaceted American entertainer – rapper, songwriter, media personality, actor, and entrepreneur. Beyond his legendary status in music, Snoop Dogg has emerged as a highly visible and influential figure within the cryptocurrency, Non-Fungible Token (NFTs), and Metaverse ecosystems. His early adoption, significant investments, high-profile projects, and exploration of Blockchain technology for the music industry have positioned him as a key bridge between mainstream culture and the burgeoning world of Web3.

Early Engagement with Crypto and Bitcoin

Snoop Dogg's awareness of digital assets dates back relatively early. An often-cited example is a perhaps playful tweet from 2013 suggesting he might accept Bitcoin as payment for his next album. While not a deep dive initially, this indicated an early curiosity about the technology that would later blossom into significant involvement, particularly as the NFT space gained momentum in 2020 and 2021.

Pioneering NFT Initiatives and Collections

Snoop Dogg became a major force during the NFT boom, launching successful projects and establishing himself as a serious collector:

• "A Journey With the Dogg" (March 2021): His debut NFT collection, released on Crypto.com, featured original tracks, exclusive art, and glimpses into his life. The collection reportedly saw substantial sales, demonstrating the power of celebrity involvement in the nascent NFT market and bringing significant mainstream attention.
• Cozomo de' Medici Persona: In September 2021, Snoop Dogg revealed he was the figure behind the influential pseudonymous Twitter account "Cozomo de' Medici." Operating under this alias, he had already amassed a highly valuable collection of early and significant NFTs (including CryptoPunks and Art Blocks) and gained respect for his commentary on the digital art scene. This move showcased a deeper engagement than typical celebrity endorsements. In 2023, the Cozomo de' Medici collection donated 22 NFT artworks to the Los Angeles County Museum of Art (LACMA), marking a significant moment for institutional recognition of digital art.
• Ongoing Activity: Snoop Dogg has continued to participate in the NFT space through various drops, collaborations (like the Snoop Dogg Passport Series for tour access), and utilizing platforms primarily built on the Ethereum blockchain.

Metaverse Ventures: The Snoopverse in The Sandbox

Snoop Dogg made a significant entry into the metaverse through a major partnership with The Sandbox, a popular voxel-based, user-generated virtual world platform:

• The Snoopverse: This collaboration involved the creation of dedicated virtual land experiences themed around Snoop Dogg. Plots of virtual land adjacent to his were sold as NFTs, some fetching high prices during the peak market enthusiasm.
• Avatars and Events: Official Snoop Dogg voxel avatars were released for players to use within The Sandbox. He has also hosted virtual events and concerts within his Snoopverse space, offering unique interactive experiences for fans. While the broader metaverse land market has cooled since its peak, Snoop Dogg's presence remains a notable feature within The Sandbox ecosystem.

Death Row Records: Web3 Music Ambitions

A potentially transformative move came in February 2022 when Snoop Dogg acquired Death Row Records, the iconic record label where his career began. Shortly after the acquisition, he announced ambitious plans:

• The "NFT Label" Vision: Snoop stated his intention to relaunch Death Row Records as "the first NFT label in the Metaverse," aiming to utilize blockchain technology for music releases, potentially giving artists more control and fans new ways to engage and own music content via Web3 principles.
• Implementation Efforts: He subsequently partnered with blockchain gaming company Gala Games (via Gala Music) to release his album "B.O.D.R. (Bacc on Death Row)" as a collection of track NFTs. Other Death Row artists have also released NFT tracks through such partnerships.
• Current Status: As of early 2025, while Death Row has engaged in various NFT music drops and collaborations (including recent partnerships with platforms like Tune.FM on the Hedera Hashgraph blockchain), the full realization of it operating primarily as an "NFT label" appears to be an ongoing exploration rather than a completed transformation. It signifies his continued interest in testing blockchain-based music distribution models.

Views and Industry Engagement

Snoop Dogg generally presents a positive outlook on the potential of crypto, NFTs, and the metaverse, particularly as tools to empower artists and create new forms of interaction between creators and fans. His engagement spans multiple platforms and technologies, indicating an openness to experimentation within the space.

Regarding environmental concerns, which were heavily directed at Ethereum-based NFTs during the Proof-of-Work era, it's relevant that Ethereum's transition to Proof-of-Stake in September 2022 significantly reduced the network's energy consumption, addressing much of the criticism related to the environmental footprint of activity on that specific chain. See: Crypto and the Environment.

Impact and Legacy in the Digital Asset Space

Snoop Dogg's involvement has had a considerable impact on the perception and adoption of NFTs and related technologies:

• Mainstream Bridge: As a globally recognized cultural icon, his active participation brought enormous mainstream visibility to NFTs and the metaverse, introducing these concepts to audiences far beyond the crypto-native community.
• Cultural Validation: His engagement provided a significant cultural endorsement for NFTs during their rise, lending credibility and appeal to the space.
• Artist Empowerment Narrative: His focus on using Web3 tools for music (via Death Row) highlights the ongoing exploration of how blockchain might disrupt traditional industry models to benefit artists directly.

Conclusion: A Cultural Bridge to Web3

Snoop Dogg has firmly established himself as one of the most significant cultural figures embracing and experimenting with cryptocurrency, NFTs, and the metaverse. From his early Bitcoin curiosity to becoming a major NFT collector (as Cozomo de' Medici), launching successful digital collections, building a presence in The Sandbox, and pursuing innovative Web3 strategies with Death Row Records, he has consistently engaged with the cutting edge of blockchain technology. His involvement has been instrumental in bridging the gap between mainstream entertainment culture and the digital asset world, driving awareness and demonstrating potential use cases, particularly for artists and creators. Snoop Dogg remains a key ambassador, shaping how blockchain technology intersects with music, art, and entertainment.