A lot of people hear the name Snoop Dogg, and they think of ’90s rap, smoking blunts, and Long Beach, California. But what most people don’t know is that Snoop, whose real name is Calvin Cordozar Broadus Jr., is a prolific entrepreneur, always on the cutting edge of new technologies, and has invested in a handful big-name start-ups, including the telemedicine company, HIMS, that recently went public, through a SPAC, at $1.6 billion. Now, he’s getting into the NFT game, and plans to launch a collection of eight pieces, including an original piece of art that contains a Snoop Dogg track that no one has ever heard of before, which he wrote and produced just for this “drop.” I caught up with Snoop to get his thoughts on cryptocurrency, the insanity of NFTs, and how much weed he smoked during the pandemic.
Vanity Fair: How do you pass the time during the pandemic?
Snoop Dogg: It started real mellow: shut it down, regrouped, had some time to collect myself, and spend time with the family. But, also focused on business, all this new technology, and more recently, been turning out a ton of music, a new record, and now I’m looking forward to getting back on the road.
I’m assuming you also smoked a lot of weed while you were in quarantine?
And, you do know that.
Before we talk tech, wanna give us your quick thoughts on the new administration in the White House?
I feel good. I’m excited at the new energy in the building. But they still got a lot to prove to me. This ain’t a quick fix.
Alright. So, NFTs. Just a few weeks ago, most people hadn’t heard of NFTs, now it’s all everyone is talking about. Can you please explain what the hell is going on?
Yeah. True. The NFT explosion hit fast. There are still a lot of people out there who don’t know about it, or just don’t get it. They will though. It’s a big moment and a big technology that is changing the way artists do business and connect with our fans. I am excited about it, ya dig? I’m happy to participate in the movement. I’m definitely gonna bring more attention to the game. Cut me in, or cut it out.
You’re launching NFTs this week, “A Journey With the Dogg,” which even includes some original music (aptly titled “NFT”). What made you decide to enter this emerging crypto space?
I am! The drop is this Friday on Crypto.com. My drop features a beautiful look into my life. You have a talking portrait of a young Snoop, an original track called “NFT,” a Diamond Blunt, Some Snoop Dogge Coins, and few other pieces.
Wait, did you say Dogecoins with two g’s?
Yes, sir. Spelled like the d-o-double-g. With an e.
Do you really think NFTs are the next big thing?
Yes. I truly do. I always like to be on the cutting edge and my team stays ahead of the curve. We have been following the movement for a while so we were actually ahead of the pandemonium. When I saw that I could create original art, tell a story, and combine it with an original track I was all in.
How do you think this new asset, if you want to call it that, changes the game for the music industry?
It’s a direct connection to my fans and my community. Unlike when you buy one of my records, or download a song of mine, I can’t connect with you. You dig? With NFTs, I can. I plan to continue to engage with the fans who buy this artwork. There is no platform or middleman filtering my message anymore. They get to own an original and limited piece from the Dogg. They can collect, display, trade it. We just getting started.
What are your thoughts on crypto in general? Are you a Bitcoin believer? Or is it a fad for people to pass the time during the pandemic?
One hundred. I believe in it. I believe in the technology and I believe in the global connection it creates. I’m not too caught up in the value of the coin, because I’ve been around long enough to see things go up and go down, and I know it’s here to stay. The future is unfolding right before us. I don’t see it as a pandemic fad, the…