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Snoop Dogg’s son Cordell Broadus sees crypto and NFTs as music’s future

Cordell Broadus

Snoop Dogg aspired for his son Cordell Broadus to be a pro football player. Instead of football, the young Broadus grew fond of another rough and tumble sport: cryptocurrency.

In 2017, the late rapper Nipsey Hussle encouraged Broadus to invest in digital tokens to buy virtual real estate. Cordell wasn’t intrested then but his interest was piqued when the crypto market crashed in 2018.

Since then, he’s shaped the metaverse, non-fungible tokens (NFTs), and more.

“My dad is actually my client,”  “Working with him is amazing. For once, he gets to follow my lead.” – Broadus

“My dad wanted me to play football and he had dreams of me going to the NFL, but I have something else out there…” he said.

I found NFT’s and now we can do this as a family.”

Snoop Dogg’s foray into crypto and the metaverse was inspired by Broadus. He introduced his father to crypto by persuading him to sell his first NFT collection on

The NFT collection “A Journey with the Dogg” weaves together the rapper’s early memories with NFT movement art and an original track “NFT.” That sale’s success prompted Snoop to dive headfirst into crypto.

Broadus is now working on “Snoopverse,” a virtual world based on The Sandbox metaverse platform. Last year, The Sandbox let collectors buy land around Snoop’s virtual home.

“But it doesn’t stop there,” Broadus said of the nascent metaverse movement.

“You can create any business model. You can literally build an ice cream parlour, a theme park, a roller coaster park, whatever you want, and set it up to generate passive income,” he added.

To Broadus, the metaverse is the next evolution of the Internet, where corporations no longer have a monopoly. Artistic freedom is possible for individuals.

“This place feels like hip hop’s birth,” “Everyone just freestyled and made beats, and it was just fun and new.” “But you don’t need a fast car or to be a tough guy. So I think it’s just a level playing field for everyone.” – Broadus

Broadus expects the market for NFTs to grow to over $40 billion this year. “We made 50,000 wallets per day last year, and I expect that to double or triple this year.”

Snoop Dogg is releasing a 10,000-piece NFT collection of avatars inspired by his outfits and historical moments on Tuesday. They include his viral videos for songs like “Gin and Juice” and “Drop it Like It’s Hot” as well as other hits.

Each digital Snoop is generated randomly. Snoop will also perform in the Snoopverse on Sandbox, with special guests. It will take time to build, but Broadus believes it will be a room where fashion, music, and gaming will all complement each other.

Broadus and Snoop Dogg are also working with Sotheby’s on NFTs for Snoop Dogg’s new California-based hip-hop label, Death Row Records. He wants Death Row to be the metaverse’s first NFT label. 

“Music hasn’t really entered the space yet, and we want to pioneer that,” Broadus said.


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