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Snoop Dogg announces he's joining Def Jam label as strategic consultant


West Coast Legend is getting ready to bark out orders at Def Jam Recordings: — he's joining label as executive creative and strategic consultant in New York.

Snoop Dogg Joins Def Jam as Senior Strategic Advisor


Watch Snoop Dogg's announcement video below.


On Monday, (June 7) The 49-year-old Hip-Hop Icon was announced by the label to be joining the team as Executive Creative and Strategic Consultant, described as a “new role that will allow him to strategically work across the label’s executive team and artist roster.” Snoop also joins as a senior strategic advisor, with an “immediate focus” on A&R and creative development, reporting to Universal Music Group Chairman and CEO Sir Lucian Grainge and Def Jam’s interim Chairman and CEO Jeffrey Harleston.


"We're thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam," comments Grainge in a statement.


Harleston added: “I have had the pleasure knowing and working with Snoop Dogg for more than twenty years,” Harleston added. “Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know. Snoop has a genuine passion for the label and the culture, and we are all excited to have Snoop join the Def Jam Family.”


In the announcement video below, Snoop — who also alludes to the fact that Def Jam and his former label, Death Row, were deadly rivals in the 1990s — talks about the role.


“Now, you may wonder why, so late in my career, would I wanna work for Def Jam Records,” Snoops says as Def Jam artists Public Enemy’s 1989 classic “Fight the Power” plays in the background. “Well lemme tell ya, as a young rapper, Def Jam was the holy grail of hip-hop.”

Def Jam has been one of the most seminal hip-hop labels since its inception in ‘80s. It has released albums from acts like Public Enemy, Jay-Z, EPMD, Beastie Boys, LL Cool J, Kanye West, Foxy Brown, Ludacris and Ja Rule, among others. Jay-Z served as president of the label from 2004 to 2007.


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