Snoop Dogg will work with label staff and artists as an executive creative and strategic consultant.
On Monday, Def Jam and Universal Music Group announced a shift in the ranks through a high-profile acquisition. The legendary Snoop Dogg will now serve as the label’s Executive Creative and Strategic Consultant. The role will allow Snoop to work with the Def Jam/Universal executive team and artist roster.
“You may wonder why, so late in my career, I would want to work for Def Jam Records,” Snoop explained in a video statement. “As a young rapper, Def Jam Records was the holy grail of hip-hop. It was the label where all of the artists communicated and connected, put out great music, great videos, movies, and they were always on tour together…they were like a family.”
As a senior strategic advisor, Snoop will primarily focus on artists and repertoire and creative development.
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“I have had the pleasure knowing and working with Snoop Dogg for more than twenty years,” said Def Jam Interim Chairman and CEO Jeffrey Harleston. “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.”
Snoop promised to return Def Jam to its long history of broadcasting Black culture through multiple mediums, like Def Comedy Jam and Def Jam Vendetta.
“When I got the opportunity, my main focus on Def Jam Records was to help the artist,” Snoop continued. “[To] give them love, give them wisdom…teach them the tricks that I learned in the game. To diversify their portfolio, to not just be rappers and not just be artists, but to be superstars, superheroes, so to speak.”