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Snoop Dogg’s Empire

BBG News

This story is part of the 2025 TIME100. Read Hoda Kotb’s tribute to Snoop Dogg here.

It could be his regular use of marijuana or his tough upbringing in the city streets, but Calvin Broadus, commonly referred to as Dogg and more widely recognized as Snoop, is an incredibly laid-back individual. His mother bestowed upon him the nickname Snoopy, likening her son to the carefree beagle from the Peanuts comic strip, and she was spot on. He’s not shy about dispensing hugs, even to journalists he’s just met. He chooses not to let himself get agitated, not even by overly curious questions. He often sports sunglasses. He has a great sense of humor. He enjoys dancing. He truly appreciates taking naps.

Currently in one of his studios within the Compound, Los Angeles – sandwiched between a gas station and an airport car rental return, Snoop Dogg, 53, is frustrated. He’s expressing strong displeasure towards a record label he believes is acting dishonestly. “They’re ripping you off,” he tells a colleague. “Let me go in there, talk to them, and tell them ‘Alright, hang on. This is what’s happening. [Rapping his knuckles on some Snoop merchandise] Look at that name right there? See these kids over here? It’s a whole new genre that’ll spend with us. You guys owe us. So renegotiate that contract, pay us for touring, and then we’ll go out there and do it.’

Which controversial children’s organization has made rapper Snoop so upset? It’s Kidz Bop, a company that rerecords popular songs into sweet melodies for young listeners under age 10. In August 2022, Snoop and his team created a series of kid-friendly videos featuring animated animals singing, dancing, and reciting affirmations, led by a tall friendly dog voiced by Snoop. Known as Doggyland, this venture has become popular, particularly the affirmations. While some parents may find it strange to hear phrases like “I get better every single day” in a voice they associate with lyrics like “I got a pocket full of rubbers,” these songs have millions of fans. Kidz Bop has even invited Snoop, or his stage name Bow Wizzle, to join their tour of 65 cities. However, Snoop is offended not because it conflicts with gangster culture, but because the rewards are inadequate.

In today’s world where people tend to isolate themselves within their personalized online bubbles, Snoop Dogg stands out as a trailblazer, breaking down barriers and entering any platform that has an audience. He can launch a rap album and a line of children’s toys in just a few weeks. He has his own Skechers shoe collection and his own brand of marijuana. The once explicit “Gin and Juice” song from 1994 is now available as a beverage at Target. Snoop made headlines for his eccentric appearances, such as watching equestrian events with Martha Stewart during the Olympics, swimming with Michael Phelps, serving as a judge on “The Voice,” where he showed emotion during eliminations. He has also ventured into various businesses, including cookbooks, snack foods, ice cream, jewelry, clothing line with Walmart, wine, video games, NFTs, and even doggy outfits. In May, his relaxed voice will grace the graduation ceremony at the University of Southern California’s business school, but he is also the voice for bedtime stories or instruction manuals through Speechify.

Throughout approximately three decades in the limelight, Snoop has managed to adapt to whatever role his audience requires without compromising his authentic self. As he puts it, “I simply believe my fan base is everyone, because my mother taught me to value people.” In this way, he seems to draw a diverse crowd and connect with them all. No matter where you go or what you engage with, Snoop is always present. He is the one consistent presence, the eternal Dogg.

A day at the Compound with Snoop may not seem tranquil, despite his laid-back demeanor. He’s consistently engrossed, even when he appears to be high most of the time, giving an impression reminiscent of expecting Moses. There are numerous versions of Snoop at the Compound: coach Snoop, producer Snoop, entrepreneur Snoop, rapper Snoop. The Compound houses a drive-in movie theater for approximately 20 cars, a game room, a casino, three recording studios, a full-size basketball court, and a barber. However, during TIME’s visit, it’s all about business. It’s not football season, but there are discussions about his league. There are talks about Death Row Records, the label that catapulted him to fame when he was young and which he acquired in 2022. There are also plans for the creation of Doggyland material. A skeptical observer might suspect some meetings were arranged for a demonstration, but Snoop never fails to deliver genuine dedication.

Dr. Dre, Snoop’s longtime collaborator and iconic producer, praises Snoop as an innate multi-talented entrepreneur. He admires not only the variety of endeavors Snoop undertakes but also the resilience of his rap career. “Snoop never stops,” Dr. Dre states, expressing his inability to match Snoop’s pace and versatility. “He’s always on the move. I’ve even tried to encourage him to slow down, focus on one thing, and take a break. But it seems that’s just not part of his character.

When asked about the concern of overcrowding the market with his brand Dogg, Snoop maintains a courteous yet resolute stance. He explains, “The way you’re putting it seems to imply I’ll do anything,” he says. Currently, however, he’s more focused on being a collaborator rather than just an employee. “I want you to rephrase that as I’ll do anything if I have control over the brand. There’s a significant distinction there. So, promoting and building a company – if I don’t have ownership, I’m not involved.” Instead of compromising his principles, Snoop emphasizes, he’s making strategic moves. He admits that there isn’t any business magnate whose approach he follows. “No such figure exists in my world,” he says. “The titans who inspired me were local figures from my neighborhood when I was a kid, and they were engaged in activities that were considered unlawful.

As a devoted cinephile, I’d put it this way: “When it comes to endorsing something, it’s not just about signing a check with my name. It’s about ensuring the project aligns with my community initiatives, and that could mean working behind the scenes or making a public statement – either way, it’s part of the agreement.

20 years ago, Snoop invested roughly a million dollars to establish a middle school football and cheerleading league in South Central Los Angeles for youth. He arranged fields, employed coaches, purchased diverse uniform styles and equipment, and took his players across states to compete against tough opponents. As the commissioner and co-founder of the Snoop Young Football League, Khalil Wadood explains, “We aimed to provide a constructive outlet for kids during those potentially risky hours after school ended, rather than having them idle in the neighborhood.” Now, the league boasts around 2,500 players and 1,000 cheerleaders, along with 10 teams and 45 cheerleaders in Snoop’s Special Stars, a separate league founded by Nykauni Tademy for children with disabilities. She previously served as the team mom for the Pomona Steelers, one of the teams coached by Snoop.

As a football enthusiast, I’ve learned that around 50 players from our league have managed to make it to the NFL. However, over a thousand have found their way into college, many thanks to football scholarships. One of these college graduates, Jaylin Smith, who dreams of being drafted this year, stopped by Snoop’s place during TIME’s visit, to present him with a USC letterman jacket. Smith was just a small, determined 10-year-old trying to help his widowed father support him and his four siblings when he joined Snoop’s team. “He told me something that has stuck with me ever since,” says Smith. “It was ‘stay ready so you’ll never have to get ready.’ This phrase really transformed my outlook on any challenge, whether it’s off the field or on.

At the meeting, when Snoop Dogg arrives accompanied by his group, yet without a cigar (to avoid any potential drug test issues for Smith caused by secondhand smoke), he becomes concerned about the gift and informs Smith that he has no counsel to provide. However, he ends up offering some advice regardless. He cautions Smith, saying, “When you join that team, the guys who are already there may not want you to be a part of it because they think you’ll take someone else’s position.” He suggests that Smith, standing at 5 feet 10 inches and weighing 197 pounds with a muscular build, should focus on strengthening his core. His group begins to chuckle. “You all might be laughing,” he says, “but I know what I’m talking about, guys! Your ‘core’ is crucial! That’s what will matter the most!

Following approximately 40 minutes of jovial banter and motivation, Snoop puts on his letterman jacket and heads back to his primary recording studio to collaborate with one of Death Row’s artists, Jane Handcock, a budding songwriter he aims to bring into the spotlight. “The task is primarily about crafting a distinctive path for our artists that reflects their individuality,” he explains. “The traditional Death Row persona was gangster rap, but the modern identity is all about producing excellent music, fostering good relationships, and promoting peace and love.” He’s also contemplating using his record label to distribute the Doggyland music.

He dons a track, bends his head, and syncs with it rhythmically. Earning money from this may not be as profitable for him compared to other ventures, and the name Death Row might not perfectly fit a peaceful and loving atmosphere – but music is undeniably Snoop’s deepest passion. As he puts it, “People often assume I get carried away with commercials, movies, and TV, forgetting that my roots are in music. I need to clarify this for everyone. There’s no success without the foundation of music.” He doesn’t particularly enjoy the cutthroat aspects of music promotion, though. He partnered with Handcock primarily because she sings beautifully and reminded him of his mother.

He states, pointing towards his workspace, fondly referred to as the Mothership, “Everything here revolves around family.” The ambiance of this studio resembles a Starship Enterprise’s bridge with an added sports theme, adorned with items such as a basketball shoe from Kareem Abdul-Jabbar’s old Lakers uniform. He constructed this space for his family. Life grants you the capacity to have a biological family, and also empowers you to cultivate your own. This is my self-made family.

Following Smith and Handcock with waves of excitement, he expands his focus to the general public. With Kidz Bop’s tension alleviated, Claude Brooks from Doggyland unveils a potential remix they’re working on featuring Snoop Dogg and Baby Shark. (Be aware: It’s extremely catchy.) Snoop spontaneously performs a shark dance. Additionally, YouTube is seeking more endorsements, so after glancing over a single stack of papers, Snoop sets aside his blunt and steps into the recording studio to adopt his Bow Wizzle persona. The lyrics—“I decide my emotions. You? I decide my emotions too!”— are quite different from tracks like “Can You Control Yo Hoe” or “Drop It While It’s Hot.” However, Snoop is fully committed. “To go far, you first need to envision yourself there,” he raps, then pauses. “That’s a powerful line right there. That’s deep.

It seems that Snoop’s positivity is proving fruitful. During recent business discussions with executives in the hospitality and beverage industry, it turns out that about a fourth of them brought up his music. Surprisingly, just one person discussed his December-released album, “Missionary”. The rest were more interested in “Doggyland”. Even his grandkids often refer to him as Bow Wizzle instead of Papa Snoop, which he prefers not to be called. It’s worth noting that Snoop has family members who are neurodivergent, and it seems his songs resonate strongly with parents raising similar children. The toy replicas are flying off the shelves; the Bow Wizzle Tonie toy is currently out of stock.

However, his unyielding enthusiasm has come at a price. Snoop has agreed to certain things that turned out to be challenging, such as the breakfast cereal collaboration with Master P., which led to a legal conflict with Post Consumer Brands and Walmart. Despite his self-proclaimed non-political stance—having only voted once in his life, for Joe Biden—he attended the Crypto Ball in Washington D.C., an event that was promoted as a celebration of President Donald Trump’s inauguration. Although it wasn’t an official event, some supporters felt he compromised his beliefs due to his harsh criticism of the President in the past. “I don’t do politics and I don’t do religion,” he declares. “I don’t represent the Democratic Party or the Republican Party. I represent the gangster party.” When asked about the ball, Snoop claims he can no longer remember it ever happening, stating, “We moved on to a different day. There’s nothing to discuss.

Today’s Snoop exhibits such an extraordinarily cheerful and unstoppable demeanor that it seems almost unbelievable given his history of being accused of murder in 1993. He and his bodyguard were found not guilty after a nearly three-month trial, although the jury was unable to reach a verdict on lesser charges of involuntary manslaughter. He openly admits to having dealt drugs during his youthful years. His first encounter with marijuana occurred when he was just 5 years old, as his teenage uncle left a roach clip on the table. “I used to come from an energy of let’s go do something that’s wrong,” he recalls. “Let’s go do something foolish.” The murder case, which was sealed at his request in 2024, served as a pivotal moment. Since then, he has been reconsidering the company he keeps.

Grew up primarily under the care of his mom, Beverly Broadus Green, but Snoop doesn’t hold it against his father, Vernell Varnado, for not being present. In fact, they have a strong bond today. “I may not know what transpired when I was young, but I do know he has been kind to me, and he’s been good to my grandchildren,” Snoop shares. “I love him, and I don’t have anything to forgive him for.” He expresses that people often focus on why his father wasn’t there, when in reality, he is grateful. “You gave my mother the seed to create me,” he says, acknowledging his debt of gratitude.

At age nine, his mother began attending church and eventually took on the role of an evangelist. When she found out he was dealing drugs at seventeen, she evicted him from their home. However, she wholeheartedly backed his musical aspirations and shielded him from criticism. He recalls her often predicting that he would become a preacher. Known as Snoop, he has utilized his evangelizing abilities in a more business-oriented manner, but did produce a gospel album titled “Bible of Love“. In the final days before her passing in 2021, this was the music his family played to soothe her.

During his youth, Snoop gained fame through controversial lyrics that were disrespectful towards women. However, for the past 28 years, he has been married to Shante Broadus. Together they have four children (one born outside their marriage) and nine grandchildren. In 2004, the couple briefly separated as Snoop experimented with the lifestyle he often rapped about, but he soon realized it wasn’t for him. “I thought that was what I desired,” he admitted, “but that wasn’t what I truly wanted. I longed to be at home with my wife and kids. I apologized, got myself together, and returned home.

It seems Dr. Dre, creator of the hit album Doggystyle, may have had a plan when naming Snoop’s latest release Missionary. He used a condom wrapper as cover art, symbolizing responsible pleasure. When asked about it, Dre said they found it amusing. Since the two albums, Snoop has perfected the dance of career safety: maintaining an edge to keep things interesting while staying approachable. In contrast to the divisive trends in American culture and politics, he’s moved towards unity. His unusual bond with Stewart is a testament to this shift. “When we met,” says Snoop, “it propelled both our careers to new levels, demonstrating that segregation isn’t necessary.” These days, Snoop’s biggest vice is vacuuming. “I wish I could break the habit,” he admits. “Even if we’re in a meeting, if there’s clutter on the floor, I have to clean it up immediately with the vacuum.

Regardless of contradictory evidence, Snoop Dogg has identified some territories he believes he still needs to dominate. He’s contemplating venturing into the meme-coin market. He harbors dreams of establishing an elementary school with a focus on financial education. Dr. Dre is trying to arrange a tour for Snoop with some fellow Super Bowl performers from 2022, although Snoop hasn’t agreed yet. Instead, he’s planning another album and hinted at attending the Winter Games in Italy next year. He has made numerous films, but they haven’t met his desired level of quality; while he doesn’t explicitly state that he wants an Oscar, he aspires to be considered for such roles. “I think it deserves that discussion,” he says. Much like other pursuits of Snoop’s, he’s advancing his goals quietly and persistently. “I’m manifesting,” he says, a statement that would make Bow Wow proud. “I’m on a mission to make things happen.

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2025-04-16 16:07

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