Snoop Dogg becomes Def Jam’s creative and strategic consultant


Snoop dogg now has an office at the Def Jam Recordings office in Los Angeles.

The Dogg Father was officially announced as the label’s new creative and strategic executive consultant on Monday, June 7.

Snoop, born Calvin Brodus Jr., will take on a role “that will allow him to work strategically within the label’s management team and artist roster.” With an immediate focus on A&R and creative development, Snoop Dogg joins Def Jam as Senior Strategic Advisor. , based in Los Angeles and reporting to Universal Music Group CEO Sir Lucian Grainge and Def Jam Interim CEO Jeffrey Harleston. “

In a video ad, Snoop Dogg shares that he always wanted to be part of the Def Jam family as an artist, but because of his signing at Suge Knight’s Death Row Records in the early 1990s, this movement was not possible for him. However, the opportunity has presented itself decades overdue and it is set to bring a new flavor to the label.

“Now you might be wondering why so late in my career would I want to work for Def Jam Records?” Snoops said before answering the question. “Let me tell you why. As a kid, young rapper, Def Jam Records was the holy grail of hip-hop. It was the label where all the artists were communicating, hooking up, playing great music, great videos, movies and they were always on tour together. They always did things together. They were like family. “

He adds: “When I had the opportunity, my main goal on Def Jam Records was to go and help artists and give them love, to give them wisdom, advice, understanding. and teach them a few tricks that I learned in the game to diversify their portfolio. Not just rappers, not just artists, but superstars, superheroes, so to speak.

Snoop later claims his plan is to step into Def Jam’s vast catalog to revitalize it and also resurface the life stories of artists formerly signed to the label while also bringing in new talent.

The two-and-a-half-minute visual features cameos from Def Jam signers such as Slick Rick, Redman and Method Man, Public Enemy, DMX, LL Cool J, Warren G, Ja Rule, Jay-Z, Beastie Boys, Foxy Brown And much more.

Sir Lucian Grainge, President and CEO of Universal Music Group (UMG), said of the Long Beach, Calif., Native who has joined the Def Jam team: “We are delighted that the one and only Snoop dogg brings his deep industry experience, strong relationships, limitless creativity and infectious energy to Def Jam. “

Jeff Harleston, Interim CEO of Def Jam and General Counsel, EVP Business and Legal Affairs at UMG also shared a statement about the new position of the veteran West Coast rapper: “I had the pleasure of knowing and working with Snoop Dogg for over twenty years. Not only does Snoop understand what it takes to be a successful artist, he’s one of the most creative, strategic and entrepreneurial people I know. Snoop has a real passion for the label and the culture, and we are all delighted that Snoop is joining us. the Def Jam family. “

Back in February 2020, Paul Rosenberg stepped down as CEO from the label to oversee a joint venture with Universal Music Group and Goliath Records. At the time, reports indicated that Rosenberg would still work with Def Jam as a consultant. He is also still a longtime director for Eminem and president of Em’s Shady Records.

Snoop Dogg, however, is not the first hip-hop artist to land a position in the Def Jam offices in the past year. Last November, Jeezy was announced as the label’s senior advisor to Acting CEO Jeff Harleston.

Snoop has contributed to many facets of hip-hop culture over the years. He has 16 Grammy nominations, eight RIAA certified platinum albums, two gold albums, six platinum hits, a host of Billboard records and more.

He also received a Emmy nomination in 2017 for its VH1 program, Martha and Snoop potluck.

Congratulations to the great Snoop Dogg.

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