Most artists fret over their public images, and weigh sponsorship deals with a degree of caution. But not Snoop Dogg, who seems imbued with bionic defenses against selling out. In the past few months alone, Snoop has rapped with a puppet (New Zealand Airlines), collaborated with Katy Perry, and sponsored a controversial caffeine-infused, youth-targeted beer (Blast by Colt 45). Yet his cred seems totally unaffected - and probably boosted - by it all.
Snoop is like this bulwark of cool, and it's not just brands that
want to collaborate. In fact, on his latest album, Snoop Dogg is collaborating with seemingly everyone, including Willie Nelson, Wiz Khalifa, Bootsy Collins, and Kanye West. That's quite a range, but Snoop has the rare ability to mix-n-match however he pleases. Just recently, the Doggfather pointed to a possible collaboration with Britney Spears, yet he's also doing work with Gorillaz.
This extraordinary egalitarianism is incredibly hard to pull off, but also incredibly lucrative on the advertising side. But exactly how does Snoop get away with it? Part of this goes back to hip-hop's ability to easily embrace commercial partnerships - instead of seeing a sellout, fans typically celebrate their rappers for getting paid and working the system. But beyond that, there's just something so deeply cool about Snoop, despite his out-and-out gang leanings and willingness to sign a deal with anything that moves.
And yes, Snoop is an advertising machine, and we can think of at least three dozen major sponsorship partnerships. That includes everything from St. Ides Malt Liquor to 7-Eleven coffee, and technologies spanning Norton Anti-Virus to Tom Tom GPS. And, Snoop has been in movies, wrestling matches, metal bands, and videogames along the way.
And what's wrong with this? Nothing! If only other artists could embrace as many sponsorship deals and opportunities with such abandon. Certainly, few artists have the lofty stature of Snoop, but every year, it gets easier for artists to accept commercial partnerships, without catching flack from fans. It's a future that means more money for artists, not just rarified stars like Snoop.
Comments Closed
Dan Thursday, March 31, 2011
It's St. IDES yo! Aka, the Crooked I. And don't forget Snoop's forays into porn production and the Girls Gone Wild franchise.
You gotta love Snoop. Another quality that sets him apart (especially from other rappers) is his ability to laugh at himself and not take any of it too seriously.
@TelisaTobin Thursday, March 31, 2011
Telisa Tobin
congratulating The Top Dog
@chucksplatt Thursday, March 31, 2011
Hung Nguyen
Never thought of this, but it's true - Snoop Dogg seems impervious to being accused of selling out
lifer Thursday, March 31, 2011
It is totally conceivable that his appeal crosses demographics. Everyone wishes they could be who they really are in public...and get paid for it. Just like the old school classic rockers, Glimmer Twins et al.
amaccardo Thursday, March 31, 2011
I don't think it's considered selling out if you're so high you can't even open your eyes. It's just getting a bunch of money with your eyes closed.
The major sell out on the West Coast would have to be Ice Cube and his "Are we there yet?" disasters. Good for him as a businessman, and I'm not hating on his decisions, but I can't listen to a new Ice Cube song without seeing him in a four door Toyota minivan.
If Snoop did "are we there yet?", he'd be high as hell, probably slippin the kids Congac to get them to keep quiet, proably juggling a mistriss or two on his cell phone as he drives, and it'd end up further bolstering his music cred.
@b_mcdonald Friday, April 01, 2011
Brad McDonald
Interesting piece
V Friday, April 01, 2011
Snoop’s albums these days are like the Now That’s What I Call Music! CDs Some stuff you’ll find great, and some stuff someone else will find great.
Tracy Gray Friday, April 01, 2011
I agree and am a reluctant Snoop fan. But you blatantly forgot to mention his work in porn - unfortunately that seems to up his cool factor even more.
@CashmereAgency Friday, April 01, 2011
Cashmere Agency
Doggs will always be doggs..
shout out to Digital Music News for this one!
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