(Broadus) Family Affair: Inside Snoop Dogg and His Boss Lady’s Business Empire

The laid-back hip hop mogul's influence extends well beyond music.


Snoop Dogg is legendary for his laid-back yet biting flow, which makes any music he puts out or guests on ooze with languid cool. As culture critic Lina Lecaro writes in her feature essay, “there’s one thing the D-O-Double GG has never, ever been chill about: his brand. Fo shizzle (we had to use it once!), Snoop Dogg, whose real name is Calvin Broadus, might be the busiest, most influential—and inspirational—hip hop mogul out there, with so many grassroots endeavors, companies big and small, high-profile collabs, diverse endorsements and novel ideas under his belt, it’s almost impossible to keep track, especially lately.”

Lecaro’s wide-ranging profile notes that Snoop and his family recently bought Death Row Records—the label that launched his multivalent career—and that the family biz is into everything from NFTs to cannabis, spirits, gaming, music, TV, and film.

Click here for a trip through the Broadus family business. —VV editors

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