Opinion: Snoop Dogg will inspire artists to enter the Metaverse


Key points to remember

  • Snoop Dogg has become a key figure in the NFT and Metaverse space over the past year.
  • He just dropped a series of NFTs for his new album and has already earned $50 million from that drop. He also stated that he wanted to make Death Row the first major Metaverse label.
  • Many artists will likely follow a similar path to Snoop Dogg, and his journey should inspire others.

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Within months, Snoop Dogg became a mainstay of the Metaverse. We explain what this could mean for other artists.

How Snoop Dogg embraced the Metaverse

Snoop Dogg has been causing a stir in the music industry over the past few weeks, and not just for his Super Bowl halftime performance alongside Dr. Dre and a host of other GOATs.

Probably the biggest news that has music moguls around the world scratching their heads at the minute is Snoop’s BODR (Back On Death Row) release. On February 11, he released his new LP via Gala Games, giving away 25,000 NFT “storage boxes” that allowed fans to own one of the disc’s 17 tracks. They were priced at $5,000; it has already made over $50 million and will rake in another $75 million if it sells out.

Snoop Dogg – BODR (Back On Death Row) cover (Source: Death Row Records)

Tied to the album’s release, Snoop also bought Death Row, the legendary hip-hop label that launched his career in the early ’90s, then announced he wanted to make it the first major NFT label. “Just like when we broke the industry when we were the first indies to major, I want to be the first major in the metaverse,” he said in a clubhouse call.

Of course, while these are pretty big developments, it’s not like all of this Web3 is new to Doggfather. He’s dropped a bunch of NFTs over the past year, perhaps most notably this collaboration with Coldie which sold for $750,000 around the Ethereum peak in November 2021. This week alone, he dropped a collection of Snoop-style “Doggie” avatars into The Sandbox, a popular Metaverse world that has become mine virtual real estate gold in recent months (Snoop and others own Sandbox plots; someone spent $450,000 on a neighboring plot). After building a reputation for his stash of top notch NFTs, he also claimed to be pseudonymous digital art collector Cozomo de’ Medici, though the rumor was quickly denied.

Snoop Dogg’s doggies (Source: The Sandbox)

While Snoop is now unquestionably a mainstay of Metaverse, it’s important to note that he didn’t start out that way. At first he dipped his toes dropping a few NFTs. Then he saw the power of technology, started collecting his own, and now seems to be into it. This kind of journey is pretty typical for most people in crypto, so I’m sure we’ll see more Snoop Doggs of music and the entertainment world double on the Metaverse over the next few years, especially once they have heard of the success of his latest album. This week alone, we saw Warner Music teaming up with Splinterlands, and Universal Music recently launched supergroup Bored Ape. Expect a lot more of the same in 2022 and beyond.

In 2021, we have seen countless artists experimenting with minting their own collections on Ethereum. Yes, some of them were undeniable cash grabs, but a few will catch the virus and stick around. In fact, just a few weeks ago, we saw Justin Bieber pumping his Bored Ape and Inbetweeners NFT bags to his 220 million Instagram followers. Paris Hilton has also emerged as one of the space’s advocates after becoming increasingly involved in NFTs over the past year; last month she and Jimmy Fallon shilled their bored monkeys to The show tonight (and likely contributed to the price spike that followed).

The takeaway here is to strap in, because even when Ethereum is trending lower, mainstream adoption in the metaverse isn’t slowing down. While plenty of celebrity-endorsed NFTs have bombed, the likes of Snoop Dogg are bringing more attention to the space, and that’s certainly a good thing.

Disclosure: At the time of writing this article, the author of this feature owned ETH and several other cryptocurrencies.

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