After buying Death Row Records and promising to make it an “NFT label” earlier this year, those metaverse ambitions are beginning to take shape through an exclusive partnership with Web3 platform Gala Music, where Snoop Dogg‘s manager for brand partnerships, Nick Adler, has joined the advisory board.
The newly-created board is rounded out by Tupac’s former manager Leila Steinberg, as well as Grammy-nominated DJ and composer BT, and record label executive DJ EFN. The board will focus on bringing more superstar artists into Web3 and explore crossovers into film and gaming through Gala’s sister companies.
“The creation of our advisory board is an exciting next step in Gala Music’s growth,” said Brandon Tatum, vp and global head of music business at Gala Music. “We look forward to leveraging the knowledge and industry-specific wisdom of these entertainment industry experts to help guide the Gala team on its high-level vision and initiatives to increase our chances of sustainable success.”
Earlier this year, Snoop Dogg confirmed that Gala Music will be Death Row’s exclusive partner in the metaverse. Death Row may even use the platform to launch NFTs tied to iconic early records from the back catalog. “What we plan on doing is giving people access to buying and trading some of these classic records that was the foundation of Death Row,” Snoop Dogg said in an interview with Gala in April. “And along the lines get some of these new records [from emerging artists like October London].”
Gala Music has already played host to Snoop Dogg’s ‘Stash Box’ NFT drop, linked to his album Bacc on Death Row, which reportedly grossed over $50 million. The platform has also partnered with Steve Aoki, Kings of Leon and newcomers like Jane Handcock.
Death Row Records was founded by Dr. Dre and Suge Knight in 1991, and was a launchpad for Snoop Dogg’s early career. In February 2022, he acquired the label and its entire catalog from the Blackstone-controlled MNRK Music Group and promised to turn it into an NFT label. He called the acquisition an “extremely meaningful moment” to take ownership of the label that had such an influence on him.
Outside Death Row, Snoop Dogg is already deep in the metaverse, exploring various Web3 initiatives including limited edition mixtape NFTs, playable characters in The Sandbox virtual world and even digital weed.