Snoop Dogg, the iconic hip-hop artist and entrepreneur, has signed a major creative partnership with NBCUniversal Entertainment & Studios, signaling a powerful new chapter in his evolving career. The wide-ranging agreement, announced on Wednesday, solidifies Snoop’s transformation from global rap sensation to an all-encompassing entertainment powerhouse, expanding his reach into film, television, streaming platforms, and sports entertainment.
Under the multi-year deal, Snoop’s production company, Death Row Pictures, will become a key player in NBCUniversal’s content ecosystem. The collaboration marks a strategic alignment between one of hip-hop’s most legendary figures and a media titan determined to stay on the cutting edge of pop culture and celebrity-driven storytelling.
A Deepening Partnership Built on Trust and Vision
The announcement isn’t just a new business venture—it’s a continuation of a relationship that’s been quietly building momentum for years. Snoop Dogg has previously worked with NBCUniversal in multiple roles, from mentoring rising talents as a guest coach on NBC’s “The Voice”, to delivering charismatic commentary during the 2024 Olympic Games in Paris for both NBC and Peacock. These appearances showcased his versatility and immense cultural appeal.
As part of the new agreement, Snoop Dogg is set to return to “The Voice” for Season 28 this fall, bringing his signature wisdom, humor, and star power back to one of America’s favorite singing competitions. His return is highly anticipated and is expected to inject fresh energy into the show, drawing in longtime fans and new viewers alike.
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In addition, he recently headlined a touching family docuseries, “Snoop’s Fatherhood: Cori and Wayne’s Story,” which aired on E! at the end of 2024. The show offered a rare glimpse into Snoop’s life as a father and mentor, further reinforcing his multi-dimensional persona that resonates with audiences of all ages.
A Biopic for the Ages: Snoop’s Life Story Comes to the Big Screen
At the heart of the new NBCUniversal deal is one of the most exciting announcements in hip-hop cinema—a biopic chronicling Snoop Dogg’s life, career, and cultural impact. First teased in 2022, the film is now officially moving forward as the flagship project of Death Row Pictures, making it a landmark moment in Snoop’s creative journey.
The untitled biopic will be written by Joe Robert Cole, the critically acclaimed co-writer of Marvel’s Black Panther, and produced by Snoop himself, alongside Brian Grazer (Oscar-winning producer of A Beautiful Mind) and Death Row Pictures President Sara Ramaker.
Though originally attached, director Allen Hughes is no longer part of the project, signaling potential changes in direction that could align more closely with Snoop’s unique vision.
The film is set to be an unfiltered, emotionally charged, and visually compelling exploration of Snoop Dogg’s rise from the streets of Long Beach to international superstardom. It will delve into his early days with Death Row Records, his infamous legal troubles, his spiritual evolution, and his massive influence on pop culture, fashion, sports, and cannabis advocacy.
The biopic will be the first feature released under Death Row Pictures, cementing the studio’s mission to tell bold, culturally significant stories rooted in hip-hop and Black history.
Universal Studios Becomes Home to Death Row Pictures
In a symbolic and strategic move, NBCUniversal has offered office space for Death Row Pictures on the Universal Studios lot, officially embedding Snoop’s creative empire within the Hollywood establishment.
“Snoop Dogg has always been a visionary—not just in music, but across every platform he touches,” said Donna Langley, Chair of NBCUniversal Entertainment & Studios. “Audiences connect with his originality, charisma, and energy. He brings unmatched authenticity to everything he touches.”
Snoop echoed those sentiments in a heartfelt statement:
“Not everyone sees what Death Row Pictures is capable of, but Donna and her team always have. That’s why I’m proud to call NBCUniversal my new home. The Dogg has officially moved into the neighborhood.”
The sentiment encapsulates the essence of Snoop’s career—a blend of street-level authenticity and global appeal that defies categorization.
Reinventing Death Row: From Music Label to Multimedia Studio
The evolution of Death Row Records into Death Row Pictures is more than a rebranding—it’s a creative revolution. Originally founded in the early ’90s, Death Row was once synonymous with West Coast hip-hop and controversy, producing legends like Tupac Shakur and Dr. Dre. After acquiring the label in 2022, Snoop reimagined it as a modern content company aimed at redefining how Black stories and hip-hop legacies are portrayed in mainstream media.
The studio’s core team includes Sara Ramaker, Kevyn Woods, Keifer Moore, and Torre Blake—a dynamic group dedicated to amplifying untold stories and pushing boundaries in entertainment.
According to insiders, Death Row Pictures is actively developing a slate of original content that will span scripted dramas, documentaries, and event series, with an emphasis on cultural authenticity, urban storytelling, and Black excellence.
More Than Music: Snoop Dogg’s Expanding Empire
Snoop’s move into film and television production is the latest in a long list of business ventures that demonstrate his entrepreneurial brilliance. He has successfully launched cannabis brands, cookbooks, NFTs, and even a virtual world in the metaverse. He recently opened the Still G.I.N Cocktail Lounge in Nashville with Dr. Dre, blending hospitality with hip-hop nostalgia.
With 21 studio albums, over 40 million records sold, and 20 Grammy nominations, Snoop Dogg has influenced everything from fashion to politics to social media. This year, Time Magazine honored him as one of the 100 most influential people in the world, a fitting tribute to a man who has remained relevant and revered for over three decades.
A New Blueprint for Legacy Artists
Snoop Dogg’s journey from rapper to media mogul is part of a broader trend in the entertainment industry, where legacy artists are leveraging their influence to build empires and control their own narratives. His partnership with NBCUniversal not only gives him the platform to create—but also the power to lead.
In many ways, this deal represents a blueprint for future artists—proof that cultural icons can transcend their original mediums and build legacies that span generations.
As Snoop Dogg continues to break barriers, one thing is clear: he’s no longer just a music legend—he’s a global brand, a content creator, and a cultural visionary. And with NBCUniversal behind him, the sky’s the limit.
