Forget Snoop Doggy Dogg or Snoop Lion; the Drop It Like It's Hot singer is set to take on the name FaZe Snoop as he joins the world's most popular esports and entertainment organisation, FaZe Clan.
Snoop is set to become a member of the company’s talent network and part of its board of directors as he joins the organisation, where he will work to co-create content and craft merchandise as well as being featured on the platform.
In adopting the FaZe Snoop persona, the rapper will also take part in business initiatives and is set to introduce a community outreach program with a focus on supporting young people through charitable activities.
Kai Henry, chief strategy officer of FaZe Clan, officially announced the relationship between Snoop and the organisation today, March 7, though they previously collaborated during this year's Super Bowl when FaZe members played in a FaZe Clan x NFL flag football game.
Donations of $25,000 from each team went towards children's sports, with FaZe's offering going to Snoop’s Youth Football League.
Henry acknowledged this long-lasting relationship in his statement, saying: 'The organic relationship between FaZe and Snoop has been building for years now, so we are thrilled to officially welcome FaZe Snoop to the family.
'As the original internet kid and first-generation gamer, Snoop has always understood the cultural connection between music, lifestyle, and gaming. Today, Snoop is a prominent voice in the emerging Web3 community and we have exciting plans to create together in the metaverse, driving new engagement opportunities for both of our fanbases.'
Snoop Dogg at the AFI Fest 2019 Opening Night Gala. (Alamy) Snoop himself said it 'only makes sense to partner with FaZe Clan as both a team member and on the Board of Directors', explaining: 'The youth identifies with their brand and that’s something my son Cordell [Broadus] knew, which is why he brought us together.'
Speaking to The Hollywood Reporter, the rapper added that Broadus put him on FaZe Clan as he is 'really tapped into gaming, Web3, culture, etc. and knew this would be something that [he'd] be into'.
Broadus, who works as a creative consultant at Channel 21, said there was a 'natural connection' between his dad's work and 'what FaZe Clan has been building in the gaming space'.
He added: 'When I look at the two brands, I was inspired by the synergy they could create so I brought them together in this partnership. I can’t wait for the world to see what we are about to do.'
In joining FaZe Clan, Snoop will become one of more than 85 members of the talent network, which includes content creators, influencers and gaming personalities such as LeBron James Jr. and Offset.
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Emily Brown