Snoop will be releasing music on “HIS” label Death Row Records.
Snoop Dogg has re-established himself with the record company that began his career. ‘B.O.D.R.,’ which is an abbreviation for “Back on Death Row,” is the title of a new record being released in conjunction with a slew of new NFT goods, which were unveiled Wednesday.
The Death Row Records brand has been bought by Snoop from MNRK Music Group, a company that is owned by private equity funds managed by Blackstone.
Founded by Dr. Dre, Suge Knight, the D.O.C., and Dick Griffey in 1992, Death Row was one of the music industry’s most prominent labels for most of that decade, releasing groundbreaking albums by Dre, Snoop Dogg, and Tupac Shakur, among others. Death Row is now owned by Universal Music Group. While a flood of litigation and criminal conduct followed, including some that involved co-founder Knight, who is now behind bars, an uproar erupted.
The Death Row Records label eventually filed for bankruptcy in 2006 and was bought at auction by WIDEawake Entertainment for $18 million three years later. Over the years, it has changed ownership a few times, eventually ending up with Blackstone and MNRK. Snoop Dogg claims that the brand has “immense” untapped potential in a statement.
According to MNRK Music Group’s president and chief executive officer, Chris Taylor, Snoop Dogg is the executive with long-term goals to “carry Death Row into its next 30 years.” For the singer once known as Snoop Doggy Dogg, the agreement comes at a very busy moment. On February 13, he will perform as part of the Pepsi Super Bowl Halftime Show at SoFi Stadium, with Dr. Dre, Eminem, Kendrick Lamar, and Mary J. Blige, among others.
His next album B.O.D.R. (an abbreviation that stands for “Bacc on Death Row”) will be released in collaboration with Gala Games, a blockchain gaming platform. As part of its introduction, the company revealed today that its newly-launched section, Gala Music, will be home to three additional songs from the B.O.D.R. album. As part of the launch, Snoop Dogg will also release a “Stash Box” of NFTs on February 9 at 4:20 p.m. PST on the company’s new Gala Music shop.