Snoop Dogg has been appointed executive creative and strategic consultant at the legendary hip-hop label, Def Jam Recordings.
The 49-year-old rap legend used LL Cool J’s 1990 hit “Mama Said Knock You Out” as background music to make the official announcement in a video on Instagram and Twitter.
“What up its Snopp Dogg aka [the] king of the west coast, and I gotta give yall some information on what’s about to go down,” he says. “There’s a new creative consultant for Def Jam, executive, and you looking at him right now.”
Snoop went onto praise Def Jam as being “the Holy Grail of hip-hop” for signing legendary artists such as Warren G and Slick Rick, and comedians like Bernie Mac and Bill Bellamy, the latter of whom both appeared on HBO’s landmark series Def Comedy Jam.
“They were hip; they made video games, comedy shows. They did all types of [stuff] I wanted to be a part of,” Snoop continues of Def Jam’s legacy.
The Doggystyle rapper says his main goal in his role is to give the label’s current artists support, “guidance and understanding and teach them tricks that I learned in the game.” Snoop says his title also involves ushering in new artists and producers. He also dropped hints about a potential docu-series or biopic about Def Jam’s “great artists,” while images of Public Enemy’s Flavor Flav and Chuck D played in the video.
He adds that fans can look forward to “great music, videos, TV shows, content, TV games, oh yeah, most importantly, hit records,” possibly from himself.
As previously reported, Public Enemy returned to Def Jam last year to release their album, What You Gonna Do When the Grid Goes Down, after leaving the label more than two decades ago.
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