"Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know. "I have had the pleasure knowing and working with Snoop Dogg for more than 20 years," he said. Jeff Harleston, interim CEO, Def Jam and General Counsel, EVP Business and Legal Affairs at UMG also shared a statement on the veteran West Coast rapper's new position.
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"We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam," said Sir Lucian Grainge, Chairman and CEO of Universal Music Group (UMG), said of the Long Beach, Calif. The two-and-a-half-minute-long visual includes cameos of Def Jam signees such as Slick Rick, Redman and Method Man, Public Enemy, DMX, LL Cool J, Warren G, Ja Rule, Jay-Z, the Beastie Boys, Foxy Brown and much more. Snoop later asserts that his plan is to go into Def Jam's extensive catalog to revitalize it and also resurface life stories of artists formerly signed to the label while bringing on new talent as well. To not just be rappers, not just be artists, but to be superstars, superheroes, so to speak." He adds: "When I got the opportunity, my main focus on Def Jam Records was to go and help the artists and give them love, give them wisdom, guidance, understanding and teach them some tricks that I learned in the game to diversify their portfolio. It was the label where all of the artists communicated, connected, put out great music, great videos, movies and they were always on tour together. As a kid, as a young rapper, Def Jam Records was the holy grail of hip-hop. "Now you may wonder, why so late in my career would I wanna work for Def Jam Records?" Snoops says before answering the question. However, the opportunity arose decades late and he's ready to bring some new flavor to the label. In a video announcement, Snoop Dogg shares that he always desired to be a part of the Def Jam family as an artist, but due to him signing to Suge Knight's Death Row Records in the early 1990s, that move wasn't possible for him.