Ahead of his historic Pepsi Halftime Performance at this weekend's big game alongside icons Dr. Dre, Eminem, Kendrick Lamar and Mary J. Blige, cultural pillar Snoop Dogg has announced a homecoming of a different kind.
In a deal with MNRK Music Group, which is controlled by private equity funds managed by leading global investment firm Blackstone, Snoop Dogg has acquired the cultural-shaping legacy brand Death Row Records. The label was co-founded by game-changing luminaries Dr. Dre, Suge Knight, Dick Griffey, and the D.O.C. at the beginning of the formative 90s-era that gave rise to the West Coast run of dominance in hip hop. The label was also home to Snoop Dogg's monumental 1993 debut, Doggystyle.
Snoop said of the deal, “I am thrilled and appreciative of the opportunity to acquire the iconic and culturally significant Death Row Records brand, which has immense untapped future value. It feels good to have ownership of the label I was part of at the beginning of my career and as one of the founding members. This is an extremely meaningful moment for me. I would like to personally thank the teams at Blackstone, MNRK and especially David Kestnbaum, who worked collaboratively with me over several months to make this exciting homecoming a reality. I’m looking forward to building the next chapter of Death Row Records.”
President and CEO of MNRK Music Group Chris Taylor offered high praise of Snoop and his new role at the head of label. “Snoop is clearly the executive to take Death Row into its next 30 years. MNRK has been honored to oversee this legendary brand over the last decade and enjoyed introducing it to millions of new fans in 2021 through our award-winning 30th anniversary marketing campaign.”
The mega-move comes as Snoop is set to not only take the field at the new SoFi Stadium for the Halftime Show of Super Bowl LVI but is also on the eve of releasing his latest full length studio album. Aptly titled B.O.D.R., the acronym hinted at the move, standing for Bacc On Death Row.
In a preview circulating online, Snoop appears to be mounting a return to his golden era form. A full embrace of the 90's gangster aesthetic that propelled him to the heights of the culture, the brief video shows Snoop in full stride, referencing his longtime collaborators Tha Dogg Pound in his bars and standing alongside compatriot in Tray Dee of Tha Eastsidaz in the clip.
Bacc On Death Row from Snoop Dogg arrives February 11th. See Snoop Dogg along with Dr. Dre, Eminem, Kendrick Lamar and Mary J. Blige on the Pepsi Super Bowl LVI Halftime Show on February 13th.