From the streets to the suites: Snoop's brand evolution

From convicted felon to West Coast icon to formidable global brand.

Snoop Dogg made it from the streets to the suites. And now, he's covering the Olympics, arguably one of the most esteemed broadcasts on the planet, even participating in the torch relay. Put that in your pipe and smoke it.

This is what I would call peak brand evolution.

Many rappers from the same era as Snoop are still considered successful. But none of them have achieved the entrepreneurial range that he has. He's partnered with and endorsed a seemingly endless list of brands and has a diverse mix of business investments of his own. He is one of rap’s great survivors.

As of this year, Snoop is worth a cool $160 million, showing us how you can take a brand to the bank, and teaching us the importance of brand evolution.

So, how did he do it?

One way Snoop has stayed relevant is by diversifying his music career.

Snoop expanded beyond rap, exploring multiple genres and collaborating with artists across different sides of the music industry. We all remember the Snoop Lion phase. And while many disputed the validity of his reggae music, the reinvention showed a shift of values within his brand. It proved he could go from gun-toting gangsta rapper to peace and love Rastafarian.

This showed the world a kinder side to the man behind the brand, who is also a husband and a father of three.

'It's from the heart and soul,' Snoop told the Guardian in an interview in 2013. 'When you allow evolution to happen, that's when it becomes the greatest thing it could possibly be.'

This innovation broadened his appeal, reaching new audiences but also the general public, who appreciated the more mellow, loveable side of Snoop.

Snoop's not a businessman but a business, man.

Look, I know that’s a Jay-Z reference, but it’s too relevant in the context of Snoop Dogg to not use.

Because the man has ventured into so many businesses, I literally can’t find an exact number on the internet. From his own record label, Doggy Style Records, to cannabis companies, to venture capital firms, Snoop knows how to identify a profitable opportunity.

The same can be said for the wide range of brand endorsements and collabs he’s done, which again, I can’t even find a specific number for--there’s that many.

He's worked with brands like Tanqueray, 19 Crimes, and even tech companies like Reddit and Klarna. Nothing is off the cards for D-O- Double G.

These collabs not only expanded his brand reach but also associated him with a diverse range of products and services. They made him a household name (if he wasn’t one already.)

Snoop became everyone’s favourite uncle.

It’s now the name of one of his strains of cannabis, but the industry has called the rapper Uncle Snoop for 15 years now. And it’s a persona he’s chosen to amplify through social media. He’s a mentor, a peacemaker, but he’s also just funny as hell online.

Snoop has effectively used social media to engage with fans for years now. He calls everyone 'nephew' and even live streams on Twitch. Which is crazy because Twitch is predominantly used by Gen Z, who weren’t even alive when Snoop was at the peak of his rap career.

His success on Twitch showcases the incredible way his brand transcends the generational divide, making him adored by fans of all ages.

As of this week, Snoop Dogg has been all over the Olympics coverage, an insane leap from the brand he first started with. He has created an incredibly dynamic and relevant brand by continuing to evolve. Only time will tell what Snoop will get up to next.

And now I’m going to have 'Who Am I (What’s My Name?)' stuck in my head for the next 3-5 business days. 

-Sophie, Writer