Death Row Records is now under the ownership of Snoop Dogg.
Having changed hands multiple times since its inception in the 1990s, Death Row Records has now seen one of its original gangsta rap pioneers return to its fold. Snoop Dogg, a key figure in the label's history, has taken ownership of the brand once again. According to an official statement, Snoop Dogg has successfully acquired the Death Row brand from MNRK Music Group, previously known as eOne Music. The acquisition was made possible through private equity funds managed by the globally renowned investment firm Blackstone.
While specific details of the transaction remain undisclosed, it's noteworthy that the ownership journey of Death Row Records has been quite eventful. In 2019, the Hasbro toy company acquired MNRK Music Group for a substantial sum of $4 billion, inadvertently making them the owners of Death Row Records. However, in April 2021, Hasbro announced the sale of MNRK Music Group to Blackstone for a sum of $385 million in cash. Given these developments, it's evident that the legendary entity of Hip Hop likely came with a substantial price tag.
"I am thrilled and deeply appreciative of the opportunity to acquire the iconic and culturally significant Death Row Records brand, which holds immense untapped potential for the future," stated Snoop Dogg. "Owning the label that I was a part of from its inception and as one of its founding members brings a sense of fulfillment. This is a profoundly meaningful moment for me.
"I extend my personal gratitude to the teams at Blackstone, MNRK, and particularly David Kestnbaum, who collaborated with me extensively over several months to transform this exciting homecoming into a reality. I eagerly anticipate shaping the next chapter of Death Row Records."
While currently holding the role of Executive Creative and Strategic Consultant at Def Jam Recordings, Snoop Dogg had been actively pursuing the acquisition of Death Row Records for a considerable period. During a November 2021 interview with the Million Dollaz Worth of Game podcast, hosted by Gillie and Wallo, Snoop Dogg openly discussed his aspirations for the label.
Expressing his vision for Death Row, Snoop Dogg stated, "I believe that all of Death Row should be under my control. I should be the one running that operation. Similar to my role at Def Jam, Death Row holds special significance for me because I played a pivotal role in its creation. I believe I should be entrusted with it, enabling me to oversee its merchandise and music distribution on a global scale. Additionally, I'm enthusiastic about introducing new West Coast talent to the label." This declaration was made around the 48-minute mark of the podcast episode.
Evidently, there were indicators that Snoop Dogg was reconnecting with his initial record label. His upcoming album, titled "B.O.T.R.", which stands for "Bacc On Death Row," served as a clear signal of his alignment with the label's legacy. In the same interview with Gillie and Wallo, he also alluded to the potential acquisition of Death Row Records, hinting that it was a plausible outcome. At that time, Snoop Dogg expressed, "There's a considerable amount of momentum associated with the label, and unfortunately, it hasn't been managed effectively. However, a little birdie has hinted that the opportunity might come my way. If that happens, you can expect everything I've discussed with you to materialize. If I could achieve significant success with Def Jam, consider the possibilities with Death Row. Just picture that." This insight was shared during the course of the conversation with Gillie and Wallo.
To commemorate its 30th anniversary, Death Row Records introduced its inaugural online merchandise store in March. The store offers a diverse array of items, encompassing clothing, music, and a distinctive addition: non-fungible tokens (NFTs). The NFTs, which are part of "Series 1: Nobody Does It Better," are inspired by the timeless Nate Dogg track of the same name. This iconic song also provided the audio backdrop for the limited edition NFTs featured in this initial series.
Notably under the leadership of former CEO Suge Knight, Death Row Records achieved remarkable feats, contributing numerous multi-platinum rap albums to the music industry. These include iconic releases like Dr. Dre's "The Chronic," Snoop Dogg's "Doggystyle," Tha Dogg Pound's "Dogg Food," and Tupac Shakur's "All Eyez On Me."
Anticipation is building for the release of "Bacc On Death Row," scheduled for February 11th, a mere two days before a historic Super Bowl LVI Pepsi halftime show on February 13th. During this performance, Snoop Dogg will share the stage with luminaries Dr. Dre, Eminem, Kendrick Lamar, and Mary J. Blige, promising an unforgettable spectacle.