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Snoop Dogg caps years of metaverse and NFT investment by dropping a music video set in his own ‘Snoopverse’

April 4, 2022, 8:07 PM UTC

Snoop Dogg’s new music video features the usual themes: dancing, cash, and nice cars. But there is one major difference from the rest of the rapper’s videos— it takes place entirely in the metaverse. 

The rapper and entrepreneur has released a video for his song House I Built that features his digital double dancing and hanging out on The Sandbox metaverse platform. It starts out with a pixelated version of Snoop asking a man named “Nick” what his Sandbox cryptocurrency holdings are worth. From a starting price of $300,000 the tokens jumped to $4.8 million, Nick said in the video. 

The next three minutes feature a series of shots of the metaverse, including the artist dancing, sitting poolside in his digital mansion, and smoking his signature blunts. It shows scenes  of the rapper’s “Snoopverse,” a virtual world within The Sandbox’s metaverse platform created by the musician, which is currently only open to buyers of an “early access pass” selling for nearly $2,000. 

“We gon’ throw our set up. And we gon’ get our bread up. While I roll my weed up. In my Sandbox with my feet up,” Snoop raps in the song.

The song itself, House I Built, features several references to the rapper’s increasing activity in the metaverse and involvement with cryptocurrencies. 

Snoop Dogg did not immediately respond to Fortune’s request for comment. The Sandbox did not immediately respond to Fortune’s request for comment. 

Last September, the 50-year-old revealed himself to be the NFT kingpin “Cozomo de’ Medici” on Twitter with an estimated $17 million in NFTs. Last December, Snoop Dogg launched a Snoopverse in a partnership with The Sandbox, and someone paid nearly half a million dollars to be his virtual next door neighbor

After buying Death Row Records in February, Snoop Dogg said on the audio-based social media website Clubhouse that he would be pivoting the label to incorporate NFTs and the metaverse.

“Death Row will be an NFT label,” said Snoop. “We will be putting out artists through the metaverse…Just like we broke the industry when we was the first independent to be major, we want to be the first major in the metaverse.”

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