Snoop Dogg is adding a new role to his repertoire. The Long Beach rap legend has joined Def Jam Recordings as the label’s new executive creative and strategic consultant, Variety reported on Monday (June 7). The new role “will allow him to strategically work across the label’s executive team and artist roster,” an announcement adds.
According to Variety, Snoop will instruct and advise the label’s new artists with an emphasis on A&R and creative development. The 49-year-old will also serve as a senior strategic advisor at the label’s Los Angeles headquarters and report to Universal Music Group Chairman & CEO Lucian Grainge and Def Jam interim Chairman and CEO Jeffrey Harleston.
In an announcement video, Snoop explained why he chose to join the Def Jam team.
“Now, you may wonder why so late in my career would I wanna work for Def Jam Records?” he said. “Well, let me tell you, as a young rapper, Def Jam was the holy grail of hip hop.”
Though Snoop said he was interested in what Def Jam was creating in the 90s, he ultimately signed with Death Row Records, which at the time was in direct competition with the Rick Rubin and Russel Simmons-fronted label.
“So, when I got the opportunity, my main focus on Def Jam Records was to help the artists and give them love and wisdom and guidance and understanding; [to] teach them some tricks that I learned in the game; to diversify their portfolios to not just be rappers and not just be artists, [but] to be superstars,” he continued.
Snoop promised that his addition to the team will mean great “music videos, TV shows, video games and hit records” for fans. Furthermore, Snoop has also been tasked to dig into the label’s extensive music catalog and tell the “life stories of these great artists,” usher in new talent and maybe even release a new album himself.
In a statement, Grainge said, “We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam.”
“I have had the pleasure [of] knowing and working with Snoop Dogg for more than 20 years. 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,” Harleston added. “Snoop has a genuine passion for the label and the culture and we are all excited to have Snoop join the Def Jam family.”
Watch Snoop’s announcement video on Twitter below.