Snoop Dogg has joined the record label Def Jam as executive creative and strategic consultant! The rapper and entrepreneur hopes to guide the label’s young artists to not only be great musicians, but also be global business minds.

He said: “So when I got the opportunity, my main focus on Def Jam was to help the artists and give them love and wisdom and guidance and understanding, teach them some tricks that I learned in the game — to diversify their portfolios to be superstars.”

The 49-year-old has executive produced the Netflix show “Coach Snoop, GGN: Double G News”, the TNT game show “Joker’s Wild,” and received an Emmy nomination as executive producer for the hit VH1 show, “Martha & Snoop’s Potluck Dinner Party.” He has also made multiple investments and endorsements from the lifestyle to food/beverage industry and he founded the Snoop Youth Football League in 2005.

Universal Music Group Chairman & CEO Lucian Grainge said: “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.” 

Def Jam interim Chairman and CEO Jeffrey Harleston added: “I have had the pleasure knowing and working with Snoop Dogg for more than twenty years. 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.”

Snoop Dogg has appointed his wife, Shante Broadus as his new manager. She will expand her husband’s existing ventures and will help to grow the upcoming partnerships that Snoop has in the works.