Snoop Dogg Establishes Death Row As First NFT Label

By Brooks Welch

Earlier this month, rapper and entrepreneur Snoop Dogg acquired Death Row Records – the label that gave him his start. As announced on Clubhouse, Death Row Records will become an NFT label. This will make Death Row Records the first major label to join the metaverse.

According to BET, Suge Knight’s son, Suge Jacob Knight, is thrilled with Snoop Dogg owning the label. He feels it’s a win for the West Coast. “Hopefully, now we can start winning. We lost Nipsey [Hussle], we lost Kobe [Bryant], we lost a lot of things,” Knight expressed.

Death Row Records was founded by Dr. Dre, producer and former member of NWA, and Marion “Suge” Knight in the 1990s. The label’s stars were Tupac Shakur and Snoop Dogg. Dre and Snoop Dogg reunited for a performance at the recent 2022 Super Bowl. 

According to Forbes, NFT stands for “non-fungible token.” They are digital assets that represent real-world objects like art, music, in-game items, and videos. NFTs have been in existence since 2014, however they’ve grown in popularity as a way to sell artwork. Working artists have found success in this industry of NFTs. NFTs create digital scarcity, which makes artwork more valuable. Cryptocurrency (digital currency) is often mentioned in the same conversation as NFTs.

The term “metaverse” refers to the network of 3D virtual worlds. Meta, formerly known as Facebook, has brought this concept to the mainstream.

Watch Suge Knight’s son’s reaction to the news below: