Snoop Dogg has inked a sweeping creative agreement with NBCUniversal Entertainment & Studios, further cementing his evolution from hip-hop legend to multimedia force. The deal, announced Wednesday, expands Snoop’s presence across film, television, streaming, and sports entertainment through his production company, Death Row Pictures.
This partnership deepens an already strong relationship. Snoop has appeared on NBC’s “The Voice” as a coach and recently served as a correspondent for NBC and Peacock’s 2024 Olympics coverage in Paris. Under the new deal, he’ll return to “The Voice” for Season 28 this fall. He also previously starred in a family docuseries, “Snoop’s Fatherhood: Cori and Wayne’s Story,” which aired on E! at the end of last year.
NBCUniversal Entertainment & Studios Chair Donna Langley praised the artist’s creative vision and business savvy.
“Audiences connect with Snoop’s originality, charisma, and energy,” she said. “He brings unmatched authenticity to everything he touches.”
The deal marks a strategic step for NBCUniversal, which has made a point of aligning with high-impact talent across genres.
At the heart of the collaboration is a biopic that chronicles Snoop Dogg’s life and legacy. The feature, announced in 2022, will be the first project released under the Death Row Pictures banner. The film is penned by Black Panther co-writer Joe Robert Cole and produced by Snoop alongside Brian Grazer and Death Row Pictures President Sara Ramaker.
Director Allen Hughes, once attached to the film, is no longer involved. Universal Studios will house the Death Row Pictures offices, solidifying the brand’s transition from music powerhouse to full-scale production studio.
Snoop described the move as both personal and visionary. “Not everyone sees what Death Row Pictures is capable of, but Donna and her team always have,” he said. “That’s why I’m proud to call NBCUniversal my new home. The Dogg has officially moved into the neighborhood.”
The announcement arrives at a pivotal moment in Snoop Dogg’s career. With 21 studio albums, more than 40 million records sold, and 20 Grammy nominations, his influence spans generations. This year, Time named him one of the 100 most influential people in the world.
Death Row Pictures aims to redefine how hip-hop storytelling is brought to the screen, blending cultural history with modern narratives. The studio’s founding team includes Ramaker, Kevyn Woods, Keifer Moore, and Torre Blake—individuals committed to amplifying untold stories and pushing the boundaries of entertainment rooted in Black culture.
The Snoop-NBCUniversal alliance reflects a broader shift in how legacy artists are using media empires to shape their narratives. For Snoop, who once revolutionized music under the Death Row Records banner, the screen has become his next frontier.
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