#Invest #Snoop #Dogg
Long before many technology investors acquired companies like Reddit, Inc. (RDDT) and Robinhood Markets Inc. (HOOD), Snoop Dogg (born Calvin Cordozar Broadus Jr.) was already buying shares as part of a diversified portfolio that would be the envy of any venture capitalist. The hip-hop legend, who has an estimated net worth of $160 million, has transformed himself from a musician into a savvy business mogul by following a clear investment philosophy: get in early, call in stocks, and lock in gains from emerging trends.
Although Snoop is known for his laid-back personality, Snoop’s investing style is anything but ordinary. “I want some shares. Give me a piece of the pie,” he said. New York TimesExplaining his strategy of seeking ownership rather than settling for brand ambassador roles. This mindset has led him to successful early-stage investments in tech startups, the creation of Casa Verde Capital (a $300 million cannabis-focused venture fund), and the strategic acquisition of Death Row Records, the same label that launched his career.
Key takeaways
- Snoop Dogg has strategically invested in various sectors, including cannabis, fintech, and THC-infused edibles.
- There are lessons to be learned from reviewing Snoop Dogg’s success in investing.
- This includes investing in sectors and trends that you really understand or have experience with.
- Another way is to identify emerging trends early and focus on companies that are solving real problems.
- Still another goal is building a diversified portfolio that maintains touch with your core competencies.
- Finally, his portfolio shows the profits of focusing on long-term value creation rather than short-term gains.
Mind over his money: Snoop Dogg’s investment portfolio
While many celebrities diversify into business ventures, Snoop Dogg has built a particularly impressive investment portfolio that includes technology, cannabis, media, and consumer goods. Below is a breakdown of his most important investments:
Technology projects
Snoop’s early tech investments have generated some of his biggest returns. In 2014, he joined a $50 million funding round for Reddit, which went public in 2024 and now has a market cap of about $20 billion. That same year, he participated in Robinhood’s $13 million seed round — and the trading platform is now valued at more than $20 billion. He is also a minority shareholder in Klarna, the IPO digital payment platform valued at approximately $15 billion as of November 2024.
Hemp
Through Casa Verde Capital, the investment firm he co-founded in 2015, Snoop helped seed institutional investments in cannabis companies before many traditional venture capital firms were ready to enter the space.
Snoop’s focus on cannabis demonstrated his ability to spot mainstream prospects in what others considered fringe markets. “I helped make this popular before it became legal,” he told The New York Times. New York Timesnoting the irony that he still has marijuana-related offenses on his criminal record while the industry has become a legal, multi-billion-dollar enterprise.
The company’s portfolio has grown to approximately $300 million, and investments include:
- Dutch: Online cannabis dispensary platform
- Easy: Cannabis delivery service
- Happy birthday Jane: A digital media platform focused on cannabis culture
- Tsumu snacks: A cannabis-infused snack company
Media and entertainment assets
In 2022, Snoop acquired the Death Row Records label from Blackstone Inc.-controlled MNRK Music Group. (BX). While specific terms were not disclosed, industry experts estimate the value of the deal at approximately $50 million. The acquisition included the brand and the ability to release music under the premium label.
Consumer brands and partnerships
Snoop has strategically built ownership positions in several consumer brands:
- Still gin: Founded with Dr. Dre in 2024
- 19 wine crimes: A multi-year partnership that includes his own wine brand
- Snoop Doggy dogs: Pet accessories line
- Snowbar Market: Direct-to-consumer merchandise platform
Snoop Dogg is still making music, of course. His new album, due out on December 13, 2024, is “Missionary” – the first to be produced entirely by Dr. Dre since Snoop’s multi-platinum 1993 debut, “Doggystyle.”
How does Snoop Dogg invest?
Snoop Dogg’s evolution from Death Row recording artist to sophisticated investor reflects a deliberate strategy that did more than just take him from “sipping gin and juice” to co-ownership of a gin company. His investment approach can be broken down into several basic principles that have guided his success.
Get in early, but do your research
Snoop’s early investments in Reddit and Robinhood weren’t just lucky guesses, they represented calculated bets on platforms that were solving real problems. His tech investments typically focus on companies that make services accessible to everyday users, whether it’s social media, stock trading or payment processing through Klarna.
Still DRE
Snoop doesn’t work with Dr. Not only is Dre musical, but they recently launched Still GIN, a premium gin brand. The project’s name embodies their 1999 hit song “Still DRE” and represents their latest commercial collaboration after decades of musical partnership.
Claim ownership, not just income
Snoop said he was keen to demand equality in fees. This reflects an understanding that real wealth creation comes from ownership, not from one-time payments.
It was this principle that guided his transition from brand endorsement to becoming a shareholder in companies like Klarna and eventually acquiring the Death Row Records label.
Find mentors and learn from them
While many may view Snoop’s success as one-off moves, especially given how many of his investments reflect his interests, he credits his approach to learning from others. “I have a lot of relationships. Quincy Jones and Charlie Wilson are like uncles to me, shaping and shaping Snoop Dogg’s lifestyle, not just the business,” he said. “What you learn about being a better person than someone is more important than what you learn from a business or professional standpoint.”
This holistic approach to business relationships has shaped his entire career – from early Master P teaching him how to build a brand to Martha Stewart opening doors in mainstream business circles, leading to deals like his successful partnership with Skechers.
“My label and business came about when I was able to go to No Limit Records with Master P,” Snoop said. “He taught me how to be a better businessman, how to be more than just a rapper, but to be about my business. It’s what’s called show business. I mastered the ‘show’. But Master P showed me how to master the business.”
Snoop’s reasons for claiming ownership in negotiations relate to equality in both senses of the term. “We need to be able to appoint some of our employees — who are like me — as CEOs, CEOs, or platform owners. You know, the top of the chain, not just a spokesperson or brand ambassador. We need to be brand owners,” he said. to New York Times.
Invest in what you know
Snoop’s most successful projects align with his real experience and interests. Casa Verde Capital’s focus on cannabis enhances its deep understanding of this market. Likewise, his acquisition of Death Row Records wasn’t just nostalgia, it was an investment in an industry he knows intimately.
Anticipating cultural trends
Like many of his early music albums, many of Snoop’s investments succeed because he detects cultural shifts early. His investments in cannabis predated widespread legalization, and his technology investments targeted platforms that would become central to digital culture. This demonstrates the value of understanding broader social trends when making investment decisions.
Diversify strategically
While Snoop maintains significant investments in entertainment and cannabis, his portfolio spans multiple sectors, including technology, beverages, and consumer goods.
However, this diversification is not random – each investment usually strengthens its brand, expertise or network in some way.
Building strong partnerships
From his business relationship with Martha Stewart to his recent venture with Dr. Dre, Snoop’s success often involves strategic partnerships. These collaborations expand its reach into new markets while sharing expertise and risks.
Know when to “drop it like it’s hot”
Perhaps Snoop’s most important investing skill is his willingness to walk away from bad trades and jump on promising ones. When he was offered brand ambassador roles without equity, he took it. Instead of accepting traditional equity deals in cannabis, he built his own investment fund. When he saw the potential value of Death Row Records, he dropped the money to buy the entire label rather than just license his old music.
His “hit it or drop it” strategy has helped him build a portfolio worth watching—and strategies worth imitating.
Snoop Dogg has managed to maintain his relevance through massive shifts in the cultural firmament. In 2024, he gained widespread attention during the Olympics for his patriotic and sly comments alongside comedian Kevin Hart. The funny and down-to-earth duo covers several Olympic events that have resonated with audiences, making their coverage a hit across social media.
Next episode: Building the Snoop Dogg brand
What’s next for Snoop Dogg in investing? He told interviewers that he’s looking to build “a brand strong enough to compete with Levi’s and Miller and Kraft and all these other brands that have been around for hundreds of years.”
His brand has become an extension of his entrepreneurial identity, blending authenticity and ambition. His “I’m crawling I’m crawling” approach was first announced in his single “Who Am I?” (What’s My Name?),” and a long-term focus on brand equity is what makes each investment the “next link” in Snoop’s ever-evolving career – centered around a sustainable and growing wealth portfolio.
Bottom line
Snoop Dogg’s investments span the technology, cannabis, consumer goods and entertainment industries, demonstrating a keen sense of market trends and an eye for emerging opportunities.
More than just a celebrity investor, Snoop has orchestrated a strategy based on leveraging his experience and network to add real value. His early stakes in companies like Reddit and Robinhood demonstrate his foresight, while Casa Verde Capital positions him as a leader in the legal cannabis market. From tech unicorns to legacy acquisitions like Death Row Records, Snoop’s success underscores the effectiveness of combining a personal brand with business acumen to build an enduring and influential portfolio.
#Invest #Snoop #Dogg
