Snoop Dogg and Death Row Pictures enters “Creative Partnership” with NBCUniversal

Snoop Dogg at the Gladiator Il Los Angeles Premiere at TCL Chinese Theater IMAX on November 18, 2024 in Los Angeles, CA

Photo cred: Kathy Hutchins

By: Joshua Martin

On Wednesday (April 23rd), Snoop Dogg and Death Row Pictures partnered with NBCUniversal Entertainment & Studios in what is being described as a “new creative partnership.” This partnership will expand into film, television, sports, entertainment and streaming.

“Audiences around the world love Snoop and connect with his unparalleled showmanship and artistry. Those of us lucky enough to be in his orbit also know his incredible business acumen, endlessly creative spirit and the unapologetic authenticity that he brings to every project. There’s only one Snoop, and we’re so excited for him to join our unbelievable roster of creative partners.”

— NBCUniversal Entertainment & Studios Chairman Donna Langley via statement

Equestrian or Horse Crip Walking? | Olympic Highlights With Kevin Hart and Snoop Dogg

“Not everyone has the courage and vision to see what Death Row Pictures can bring to the table, but Donna and the NBCUniversal team have always understood, which is why I am proud to call NBCUniversal my new home. The Dogg has officially moved into the neighborhood, ya dig?”

— Snoop Dogg

Since the Long Beach native acquired Death Row Records in 2022, the label has expanded into a production house dubbed “Death Row Pictures.” The first film under the emblem will be one focused on the West Coast legend’s life. The film is written by Joe Robert Cole and produced by Snoop, Brain Grazer and Death Row Pictures President Sara Ramaker. 

“This strategic evolution cements the brand’s influence beyond music, ushering in a new era of innovative onscreen storytelling.”

— Death Row Pictures via statement

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Snoop Dogg Releases New Film 'The Underdoggs' on Prime Video

Photo Credit: Prime Video

By: Sharmaine Johnson

The Underdoggs is different from your usual sports film, as you quickly discover. Yes, the idea is reminiscent of beloved films like The Mighty Ducks and The Bad News Bears, where a disgraced athlete, in this case, Jaycen “2 Jay’s” Jennings (Snoop Dogg), becomes the team's coach. The film also stars Tika Sumpter, Mike Epps, George Lopez, and Kal Penn in supporting roles and follows Jennings as he battles a young squad with strong personalities and bold attitudes. Fantastic performances were delivered by the six main youth players: Gary (Alexander Michael Gordon), Tony (Adan James Carrillo), Dwayne (Caleb CM Dixon), Ghost (Kylah Davila), and Bale (Shamori Washington).

While we track Jennings's transformation from potential jail time to youth coach and his journey from self-centeredness to selflessness, it's essentially a story about the Snoop Youth Football League. The Snoop Youth Football League was founded in 2005 by the multitalented rapper, artist, and actor from Long Beach, California, and has since benefited over 85,000 young people in the community.

The Underdoggs - Official Trailer | Prime Video

However, there's something a little different about this story—and I'm not just referring to the profanity, which is prevalent. The Underdoggs lead is what gives the team its heart and soul. This is Snoop Dogg's passion project, and it is evidently very important to him. While discussing the significance of this project to him, Snoop Dogg's emotions are clear to see. Not only is he appreciative that it was made, but also that so many people were willing to volunteer to make this vision a reality.

"I feel like people don't realize how much I care about these kids and how much I care about coaching," Snoop shared in a recent interview with For The Win.

Snoop Dogg hosts after party for the premiere of “The Underdogs” in Los Angeles.

Photo Credit: Gillian Smith Chang

“It means a lot, people accepting it, people wanting to do it, the movie company wanting to shoot it, the actors signed on. I get emotional behind that because, to believe in me, like, I was an underdog. I am the underdog. I’m the underdog turned wonder dog. ”

— Snoop Dogg

Check out The Underdoggs right now on Prime Video!

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Snoop Dogg Shows Support For Hollywood Writers On Strike

Snoop Dogg performs during the BMF world premiere screening at Cellairis Amphitheatre at Lakewood on Sept. 23, 2021 in Atlanta.

Paras Griffin/GI for STARZ

By: Omar Cook

As writers across the entertainment industry go on strike, major support from entertainers and fans have poured in.

Hip-Hop icon Snoop Dogg, shared his opinions on the current streaming models that have led to the Writers Guild of America initiating a strike in order to secure better compensation. On Wednesday, May 3 that the California rapper participated in a panel at the Milken Institutes’ Global Conference, according to Variety.

“The writers are striking because [of] streaming. They can’t get paid. Because when it’s on the platform, it’s not like in the box office. I don’t understand how the f**k you get paid off of that s**t” Snoop stated. “Somebody explain to me how you can get a billion streams and not get a million dollars? That’s the main gripe with a lot of us artists is that we do major numbers, but it don’t add up to the money. Like where the f**k is the money?”

The strike makes the first walkout in over 15 years and it could have a huge impact on the entertainment industry over the next year if not resolved properly.
The WGA went on strike after unionized workers raised concerns about inadequate pay with the growth of streaming. Despite negotiations between the writers’ representation and a trade association for the Hollywood studios, they failed to reach an agreement, leading to the call for a walkout.

As a result of the ongoing strike, several popular TV shows in Hollywood, such as "Abbott Elementary" starring Quinta Brunson, and 50 Cent's "Power Book III: Raising Kanan", have halted production.

There is definitely a major need for artists with major followings and platforms to support the writers. In this day of AI and advanced technology, it’s important to protect the true creators of this world and support them as they strike for better changes.

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