Following in the footsteps of artists-turned-label-execs such as Jay-Z, Amanda Ghost, The Dream and P.Diddy, Snoop Dogg has been named to the new position of Creative Chairman of Priority Records. The venerable West Coast rapper/entertainer/mogul will also release his tenth album, Malice In Wonderland, through the label in December. During his career Snoop has sold over 30 million albums worldwide, so the head honchos at parent company EMI are hoping the rapper hasn’t lost his touch on his upcoming album that boasts production and mixing by The Dream, Christopher ‘Tricky’ Stewart, Dr. Dre, Pharrell, Danja, Nottz, and will feature Soulja Boy, Lil Jon, R. Kelly, The Dream, Brandy and Jazmine Sullivan.
Snoop will oversee the relaunch of Priority Records, a label that became a major force in ’90s West Coast hip-hop by releasing groundbreaking albums by N.W.A, Eazy-E, Master P, Ice Cube, Westside Connection, and EPMD. Snoop will also serve as Executive Producer for a new series of Priority releases slated to begin hitting the market next year to commemorate the label’s 25th anniversary.
Obligatory press release gush from Snoop Dogg: “Starting fresh with EMI is a great feeling. It’s a new partnership, a new Priority Records, and a new Snoop Dogg: the Creative Chairman…the Boss Dogg…the Dogg Father. The business model we’ve developed will bring the musical heritage of groups like N.W.A. to the forefront. And you definitely got to get ready for my new album “Malice N Wonderland” in December to kick it all off – this is going to be the most potent dose of Snoop Dogg yet!”
In addition to his new day job, Snoop also signed a global deal with MTV earlier in the year to host a new variety talk show and will provide music for Rock Band next year.
While it remains to be seen if Snoop’s track record will translate into increased sales for a label looking to revive its luster, you know that 4:20 will be a lot more interesting at Priority’s office.