The Broadus family created scarves to support the Lupus community when their daughter Cori was ... [+]
Snoop D.O. double-G's (original name Calvin Cordozar Broadus Jr.) artistry and legacy both have a fortification in hip hop and pop culture. Now that he has entered another phase of his career beyond music, he and his family are staunch, to quote African-American vernacular, at "securing the bag" by establishing various income streams to create generational wealth for posterity.
Snoop has money on his mind and his mind on his money even when landing eye-catching acting roles both on the small and big screen. Most would be hard pressed not to catch a glimpse of the "Young, Wild, and Free" artist in a television commercial promoting Corona, General Insurance, Tostitos with his friend Martha Stewart and co-host of “Potluck Dinner Party,” and Dunkin' Donuts. His fans have frequently humorously remarked on social media how ubiquitous the West Coast rapper has become in this season of his career.
However, as he continues to stretch his creative legs, Snoop has undergone a metamorphosis and is now a shrewd and enterprising capitalist. As frequently as he has appeared on television, he holds the same tenacity in brokering deals in board rooms to form lucrative business ventures and investments.
To date, Snoop's portfolio includes Broadus Foods, a mobile photo app for editing and sharing called Snoopify app, Snoopermarket.com, an e-commerce site, and Snoopy's Clothing Store located in Inglewood, California, across the SoFi Stadium.
He is the co-creator with R&B singer and songwriter October London and executive producer Claude Brooks of "Doggyland," a YouTube children's show. The "Gin and Juice" lyricist appropriately entered the wine and spirits industry by launching Indoggo Gin, and he recently partnered with the well-known wine brand 19 Crimes.
As a marijuana aficionado, Snoop established Leafs by Snoop, a cannabis brand, and his affection for plants led him to invest in Original Foods, as he upholds a vegan lifestyle.
His other investments and business ventures encompass Casa Verde Capital —his investment firm, founding a video gaming league named Gangsta Gaming League, in collaboration with Merry Jane, and investing in Reddit. He also bought actual real estate and stepped into the Metaverse, purchasing digital real estate, selling NFTs, and investing in cryptocurrency, reports Afrotech.
He has holdings in Doggystyle Records as CEO and production company, Snoopdaelic Films. Snoop recently acquired Death Row Records, a label that catapulted his music career, and supports his wife Shante Broadus, who runs Boss Lady Entertainment, an event space.
Snoop, his wife, and their daughter Cori Broadus debuted his latest endeavor, a family affair, by dropping the Broadus Collection, an assortment of fashionable luxury scarves inspired by Cori's diagnosis with Lupus.
The Broadus family sporting colorful scarves from their collection.
"At the age of six, I was diagnosed with Lupus, an autoimmune disorder where your organs attack each other. In the midst of that, my hair was falling out. So one day, my mom came with a bunch of scarves. We were playing in the scarves, [to make] me feel better about my situation. That's how the idea came about," said Cori of the collection that debuted at a promotional event held at her beauty salon Chateau Beauty Bar which she owns with her brother Cordell on September 14 in Santa Monica, California.
Snoop revealed in an interview with Essence the family showed solidarity and support for Cori by wearing an abundance of scarves over a while, and then he experienced an epiphany.
"We're wearing all these scarves, and they don't have no names on 'em. We're just buying them tons after tons after tons," he discloses. "We're a family of business people, so the next step was, how do we create a business out of this?" His query led the family to design a line of six scarves with their partner Annie International that is available in different sizes and vibrant colors.
A swatch from one of the scarves available on the website.
Snoop hopes to teach others, using himself and his family as examples of the importance of monetizing one's brand.
"It's key to diversify your portfolio, take your IP, and move it across different platforms because it's a legacy. When you build a brand, you have to treat it like a legacy," he says, adding, "When I think of the things I was into as a kid, whether it was Kelloggs or Kraft, things that have a long-lasting name — it's tied into generational wealth and family. I'm just trying to be an example to the next generation as far as how to control your IP and your brand and be able to cross-promote it, take it to different platforms, make it work for you, and keep it working at all times."
A swatch from the Floral Zebra scarf available on the website.
Last year, according to W Magazine, Snoop appointed his wife of 23 years as his manager to supervise his numerous businesses. Entrepreneurship is, beyond a doubt, a prime component of Snoop's financial sustainability but also provided him opportunities to empower his family members.
"Entrepreneurship taught me [how] to keep the family going, it's a bond to keep growing for our grandchildren [and] their kids, it's starting with me, my husband, our children," said Shante during a brief interview at the launch event.
Snoop Dogg joins his wife Shante Broadus and their daughter Cori Broadus at the launch of the ... [+]
Snoop voices the underlying reason why he is driven in his pursuit of wealth creation, "My whole purpose of making money is to make a difference. I've always been able to find ways to take a dollar and stretch it in so many ways to help out family, friends, and the community. That's the whole purpose of what we do: to [ensure] our legacy is protected. And we are creating different ways of financial literacy to teach others how to better at what we are doing because they don't have to go through the mess that I went through as far as finding a way to learn how to do it; they can go straight to it, and do it."
To purchase, visit BroadusCollection.com.
