The West Coast rap icon Snoop Dogg has recently signed a massive multiyear collaboration with NBCUniversal, cementing his status as a hip-hop legend turned Hollywood powerhouse.
The deal, which closed through Snoop’s Death Row Pictures, is big in size and scope. It covers everything from scripted series and sports content to streaming video and gives the entertainment giant first rights to anything that the company deems fit from out of Snoop’s creative universe. That includes film and TV ideas that will now be incubated right on the lot at Universal Studios
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All of these make perfect sense to anyone who is paying attention. And yet that doesn’t even include the years of quiet groundwork Snoop has been doing behind the scenes regarding TV, film, and live performances. But this collaboration represents a very different turning point. NBCUniversal isn’t so much co-signing Snoop’s vision as buying it wholesale.
“Not everyone has the bravery and the vision to make it happen the way that it could happen, and they understand what we’re bringing to the table, Death Row Pictures,” Snoop added, nodding to NBCUniversal EVP Donna Langley and her team. “Donna and the NBCUniversal team have always believed in me, and that belief only grew from there as I saw a side of NBCUniversal I never knew existed. The Dogg has entered the building, ya dig?”
A full-length biopic about Snoop’s life, a cinematic plunge into his rise from the streets of Long Beach to global icon. Think Straight Outta Compton crossed with 8 Mile and with Snoop’s indelible swagger front and center. With Universal Pictures in the driver’s seat, the results are high-stakes and appropriate.
This is not just another celebrity vanity project. It’s a smart, strategic evolution for both Snoop and NBCUniversal. For the media partnership, it’s an opportunity to work with Snoop’s unparalleled cultural reach and storytelling chops. For Snoop, the label is a home base from which to roll out further creative endeavors under the Death Row Pictures imprint.
And let’s face it, no one knows how to turn a vision into a movement like Snoop Dogg. Whether in the process of spitting verses, producing uplifting TV shows, or whipping up entrees with Martha Stewart, Bun has always had an eye on the past and another on what’s next, without forgetting where he comes from.
Now, armed with this new agreement, it seems the future will have a lot more Snoop on your screen, in your earbuds, and assuredly in your popcorn bucket.
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