How Snoop Dogg Bet Big On Himself

Forbes

The hip-hop legend has gone from parental advisory to family friendly. This fall, he’ll join The Voice and release a new Dr. Dre–produced album, all while looking for new joint ventures—including the kind you roll—that will keep his grandchildren set for life.  Read the full story on Forbes: https://www.forbes.com/sites/mattcraig/2024/09/27/snoop-dogg-interview-olympics-voice-cannabis-new-album/  Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1  Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:  https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript  Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes:  http://forbes.com  Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

Transcript

00:00Today on Forbes, how Snoop Dogg bet big on himself.

00:07Striding through the streets of Paris, the Olympic flame held high above his head, Snoop

00:11Dogg was surely the first torchbearer ever asked to do the Crip Walk, the hip-hop strut

00:17made famous in his Drop It Like It's Hot video, by an adoring fan.

00:22The 52-year-old rap legend happily obliged, much to the delight of the French crowd.

00:28Moments like that are why people of all ages, genders, and races feel as if they actually

00:33know Snoop, like a friend who has been in their lives for 30 years.

00:38During an interview as he kicks back in the private casino at his 25,000-square-foot workspace

00:42cum playground in Inglewood, California, that he calls The Compound, he tells Forbes, quote,

00:48I'm not distant, I'm like, touchable.

00:52That familiarity, combined with the unmistakable figure cut by his slender 6'4 frame and long

00:57braided hair, make it difficult for the rapper-born Calvin Brodus Jr. to go out in public without

01:03causing a scene.

01:05It's why he spends so much time at The Compound, which also features recording studios, an

01:10arcade, and a basketball court.

01:13Armed with a fresh blunt and a comically oversized ashtray, he attempts to explain why seemingly

01:18everyone wants a piece of the D.O.G. these days.

01:21He says, quote, I just think when you're organic and authentic to who you are, eventually the

01:27world will catch up.

01:29What I didn't do was try to follow the fads or the trends.

01:31I just stayed me the whole way.

01:35The public perception of Snoop has certainly come a long way since his early years in and

01:39out of prison and his emergence as a West Coast rap pioneer, beginning with 1993's Doggystyle.

01:46While sentiments around hip-hop and cannabis have shifted in the decades since, Snoop has

01:50also worked hard at reinvention, while staying true to who he is.

01:55Whether he's putting out a reggae or gospel record, appearing in movies such as Old School

01:59and Training Day, or producing an animated show for kids, Snoop's brand has morphed

02:04from parental advisory to family-friendly.

02:08Coming off his work for NBC at the Olympics, Snoop has never been more popular or more

02:13in demand.

02:14This fall, he'll debut as the newest coach on The Voice.

02:18And in December, he'll release Missionary, an album produced by his long-time mentor

02:22Dr. Dre.

02:24He also has a handful of entrepreneurial ventures he hopes will benefit from his newfound status

02:29as America's favorite stoner uncle.

02:33Snoop's latest turn as a so-called peace messenger, the moniker given to any Olympic

02:37torchbearer, is one he took very seriously in Paris.

02:41Whether he was swimming with Michael Phelps, dancing with Simone Biles, or watching dressage

02:46with his longtime friend Martha Stewart, he radiated a positivity and playfulness that

02:51resonated with viewers.

02:54Molly Solomon, executive producer and president of programming for NBC Olympics, says she

02:59hopes Snoop will return not only for the 2028 Summer Games in his hometown of Los Angeles,

03:04but also for the 2026 Winter Games in Italy.

03:08Despite his popularity surge and past as a pitchman for, among much else, Petco, Tostitos,

03:14and Corona, Snoop has recently shifted away from endorsements to ventures in which he

03:18can participate in profits or get equity stakes.

03:22In 2020, he struck a licensing deal with 19 Crimes to launch a red wine with his face

03:27on the label, which the company says hit its 12-month sales target in the first six weeks.

03:33Dr. Bombay Ice Cream, a 50-50 joint venture with Happy Foodie, reported $10 million in

03:39sales since launching last August.

03:42In the cannabis world, to which Snoop has been connected since he reportedly sold weed

03:46to high school classmate Cameron Diaz, he is so influential that a publicity stunt late

03:51last year in which he announced he would, quote, give up smoke, caused publicly traded

03:56cannabis stocks to plummet, until he was later revealed to be promoting a smokeless fire

04:01pit.

04:02While he has ended his involvement with Casa Verde, the $350 million in 2024 assets under

04:08management cannabis-focused venture capital fund he co-founded in 2015, his Death Row

04:13Cannabis brand launched last year with stores in Los Angeles and Amsterdam.

04:18And last week, music catalogue collector Reservoir Media announced a new publishing

04:23deal for Snoop's past catalogue and future works, as well as the publishing catalogue

04:28of the Death Row Records label, which Snoop owns.

04:32For full coverage and to see our video interview with Snoop Dogg, check out Matt Craig's

04:37piece on Forbes.com.

04:40This is Kieran Meadows from Forbes.

04:42Thanks for tuning in.

04:48Transcribed by https://otter.ai

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