The Web3 industry has grown tremendously in recent years, from a niche industry that offers a glimpse into the future of the Internet to a reality where some of the brightest minds and creators are building that future.
The space also receives support from several influencers, including some notable people outside of Web3.Two of them are world-famous rappers and entrepreneurs Snoop Dogg and his son Cordell Broadus, also known as Champ Medici.
Over the past year, Broadus and Snoop have been at the forefront of combining Web3 technologies such as non-fungible tokens (NFTs), the Metaverse, and blockchain with the music industry and its large community.
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Broadus has played a key role in realizing his father’s legacy in this new era of digital innovation. Cointelegraph spoke to him to understand what it takes to bring traditional artists and communities into his Web3 space.
He explained that he was introduced to the Metaverse in 2020 and shortly after that his father was approached by Crypto.com. When his co-creators brought up digital assets and NFTs at the studio, he recalled, no one understood the concept well enough to take it seriously.
“I decided to take it seriously and be able to express it in a language that my father, and not just him but the entire culture, could understand.”
Broadus said he wants to be a “bridge” that brings people into the field so they can learn how to digitize their businesses without relying solely on past methods. He felt that many musicians didn’t understand that unreleased music could be, in some sense, the equivalent of digital property.
“People don’t care how big you are, they don’t just want to see you drop your NFTs. They want you to support the community.”
As for Snoop himself, Broadus said his father had to trust his judgment. He recalled trying to convince Snoop “for years” to recreate his first album, Doggystyle, released in 1993 on Death Row Records.
He explained that he believed that over time, the idea of re-releasing music had “kind of become embedded.” [Snoop’s] head, so [NFT] When the idea came to me, he was very receptive to it. ”
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— Snoop Dogg (@SnoopDogg) April 21, 2023
Broadus and team started by releasing 500 copies of the single “High” at $500 each.
“We sold out the first day and made $250,000 on our first single. From there it was numbers, but numbers don’t lie. Then we only did it for 30 days and by the last 30 days we made a total of 350,000. I made a million dollars,” he recalled.
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Broadus explained how he witnessed many creators buying those songs and stems and turning them into EDM and country songs.
“It was a great way to see the community collaborate with a traditional artist like Snoop at an affordable price. In a way, we’re democratizing what collaboration looks like for musicians. Because there is.”
He said this kind of collaboration and creativity would not have been possible without NFTs, calling the experience “uplifting.”
“If I didn’t understand this community and this space, that idea would never have come about.”
This became even more real for Broadus when he attended NFT NYC and experienced first-hand musicians who purchased NFT songs from the pilot.
“I was able to go out in public in New York and hear five different artists show me the songs they bought from our pilot program, and I was so excited to see them join Snoop and other death row inmates on that song. The artist meant a lot to me. That’s what impressed me the most. ”
He will also speak with key Web2 and Web3 “decision makers” at The Sandbox event in early 2023, and discuss the importance of their work and presence in this space to the broader community. I remember the moment I realized that.
“I wanted to make it a priority and challenge myself to show all the cultures, not just my dad, and make sure they were in the room, because there wasn’t representation. I was probably one of the only black kids in the room, and I wanted to see if I could change that.”
Snoop, Broadus, and the team behind their efforts in this space continue to build on this momentum with their latest venture, Death Row Games, announced on November 6th. Death Row Games is named after the legendary Death Row Records, which Snoop acquired in February 2022.
Death Row Games is building a new legacy. Part of that legacy was built on the presence of gaming-related teams in the Web3 space, such as Snoop’s Snoopverse in The Sandbox metaverse and Yuga Labs’ Dr. Bombay.
He brings the same lessons he learned from bringing his and his father’s legacy into the Web3 space to the game.
“It’s the same ideology and mindset in terms of welcoming diverse creators and telling stories from different parts of the world and underrepresented communities.”
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