The gaming and lifestyle brand FaZe Clan recently announced that the world-famous musician Snoop Dogg had joined the organization’s talent network and board of directors. The cultural icon will represent the company as FaZe Snoop and participate in content creation as well as merchandise launches.
“My son Cordell [Broadus] put me up on FaZe Clan,” Snoop Dogg told The Hollywood Reporter. “He’s really tapped into gaming, Web3, culture, etc., and knew this would be something that I’d be into. “You know I’m gonna bring the Snoop Dogg spin on everything. I’m gonna be hands-on with some new offerings… stay tuned.”
This deal will also see Snoop Dogg launch a community outreach program through FaZe to support young gamers. This collaboration was first showcased during the weekend of Super Bowl LVI when members of FaZe Clan participated in a co-branded football game with the NFL. This event saw a donation made to Snoop Dogg’s youth football league.
Snoop Dogg is the latest addition to FaZe Clan’s talent network. Several other celebrities are currently under contract with the organization including artists like Lil Yatchy and Offset as well as athletes like Lebron James Jr. and NFL quarterback Kyler Murray.
The Profit‘s Take:
I would argue that Snoop Dogg might be less familiar with teen gamers than people in their 30s who grew up listening to Snoop’s music in high school. It’ll be interesting to see what number will be higher: Snoop listeners that become fans of FaZe or FaZe fans that start listening to Snoop. FaZe has such a large reach, so I am just curious how this deal helps them expand to new audiences. They already had their finger on the pulse of the music industry. The question is how much did this move cost? You have to assume FaZe is paying him. Maybe this will be about merchandise or music production. At face value, the plan here is not obvious. Either way, it’ll be interesting to see who the next rappers are that enter the gaming space.
(All information was provided by The Hollywood Reporter)
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