Snoop Dogg Joins Def Jam as Executive Consultant — Watch His Announcement Video

Legendary rapper Snoop Dogg has joined Def Jam Recordings as executive creative and strategic consultant, “a new role that will allow him to strategically work across the label’s executive team and…

as executive creative and strategic consultant, “a new role that will allow him to strategically work across the label’s executive team and artist roster,” according to the announcement. With an immediate focus on A&R and creative development, Snoop Dogg is joining Def Jam as a senior strategic advisor, based in Los Angeles and reporting to Universal Music Group Chairman & CEO Lucian Grainge and Def Jam interim Chairman and CEO Jeffrey Harleston, who is pictured above, left, with Snoop.

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. He talked about the label’s great music — as video snippets of classic Def Jam artists from Public Enemy, the Beastie Boys and Slick Rick to Foxy Brown and Ludacris flash by — as well as its family vibe, musical legacy and efforts outside music, like Def Comedy Jam.

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