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His role as longtime manager for Eminem and president of Em's Shady Records is ongoing. At the time, Rosenberg reportedly would still work with Def Jam in a consultant capacity. Snoop has a genuine passion for the label and the culture, and we are all excited to have Snoop join the Def Jam Family."īack in February of 2020, Paul Rosenberg, Eminem's manager, stepped down from his role as CEO of the label to oversee a joint venture with Universal Music Group and Goliath Records. "Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know. "I have had the pleasure knowing and working with Snoop Dogg for more than 20 years," he said. Jeff Harleston, interim CEO, Def Jam and General Counsel, EVP Business and Legal Affairs at UMG also shared a statement on the veteran West Coast rapper's new position. "We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam," said Sir Lucian Grainge, Chairman and CEO of Universal Music Group (UMG), said of the Long Beach, Calif. The two-and-a-half-minute-long visual includes cameos of Def Jam signees such as Slick Rick, Redman and Method Man, Public Enemy, DMX, LL Cool J, Warren G, Ja Rule, Jay-Z, the Beastie Boys, Foxy Brown and much more.
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Snoop later asserts that his plan is to go into Def Jam's extensive catalog to revitalize it and also resurface life stories of artists formerly signed to the label while bringing on new talent as well. To not just be rappers, not just be artists, but to be superstars, superheroes, so to speak." He adds: "When I got the opportunity, my main focus on Def Jam Records was to go and help the artists and give them love, give them wisdom, guidance, understanding and teach them some tricks that I learned in the game to diversify their portfolio.
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It was the label where all of the artists communicated, connected, put out great music, great videos, movies and they were always on tour together. As a kid, as a young rapper, Def Jam Records was the holy grail of hip-hop. "Now you may wonder, why so late in my career would I wanna work for Def Jam Records?" Snoops says before answering the question. However, the opportunity arose decades late and he's ready to bring some new flavor to the label. In the video accompanying the announcement, Snoop characterized Def Jam as “the holy grail of hip-hop.” His main focus, he emphasized, would be “to help the artists and give them love and wisdom and guidance and understanding, teach them some tricks that I learned in the game - to diversify their portfolios to be superstars.In a video announcement, Snoop Dogg shares that he always desired to be a part of the Def Jam family as an artist, but due to him signing to Suge Knight's Death Row Records in the early 1990s, that move wasn't possible for him. When Snoop Dogg joined Def Jam Recordings in June, he took over a new role that will allow him to strategically work across the label’s executive team and artist roster. My algorithm is going to give you a feeling, not a sound.” Right now, the algorithm is telling us you have to rap this way, you have to sound this way, but they’re not telling you how it’s supposed to feel. “There’s so much talent on this record,” said Snoop, “so many styles of music, it breaks the algorithm. It’s Snoop’s mission to change the current algorithm of what we listen to today, by putting feeling back into music with the release of his new project. “Big Subwoofer” is the first song from The Algorithm, an all-encompassing new project that features artists from the legendary Def Jam label’s past, present, and future.
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Last month, Snoop Dogg introduced The Algorithm with the release of a new single and video – on Snoop’s 50th birthday – “Big Subwoofer” by Mount Westmore, the new supergroup comprised of west coast rap legends Snoop, Ice Cube, E-40, and Too Short.