Definition: Snoop Dogg (Calvin Cordozar Broadus Jr.) is a Grammy-nominated rapper and media personality who became one of the most prominent celebrity figures in Web3 — through his Bored Ape Yacht Club holdings, revelation as the pseudonymous NFT collector “Cozomo de’ Medici,” and his pivot of Death Row Records into a Web3-native music label.
Crypto and Web3 Involvement
Cozomo de’ Medici
Cozomo holds NFTs across major collections including CryptoPunks, Art Blocks, Fidenza, and others. The collection is estimated to have been worth tens of millions at peak 2021–2022 NFT values.
Bored Ape Yacht Club
Death Row Records Web3 Pivot
The Sandbox
Music and NFTs
Timeline
- 2021 (Sept) — Revealed to be Cozomo de’ Medici after the pseudonymous account outed itself.
- 2021 — Announced “Snoopverse” in Sandbox; virtual real estate sales adjacent to his plot.
- Jan 2022 — Appeared with BAYC on The Tonight Show alongside Jimmy Fallon.
- Feb 2022 — Acquired Death Row Records from MNRK Music Group.
- Feb 2022 — Announced Death Row as Web3 record label.
- 2022 — Collab with Eminem (also BAYC holder); the two did an MTV VMA performance as their Ape avatars.
- 2023–2024 — NFT market cooldown; Sandbox struggled. Snoop maintained presence but less active.
Controversies
- NFT market timing — Many buyers of NFTs adjacent to his Snoopverse or inspired by his promotion suffered losses as the NFT market collapsed in 2022–2023.
- Celebrity NFT lifecycle — Like many celebrities who entered NFTs at the 2021 peak, Snoop’s enthusiasm has since moderated along with the market. Observers debate whether his involvement was substantive or promotional-first.
Social Media Sentiment
Snoop is generally perceived positively in NFT circles for actually buying and holding high-quality collections rather than simply promoting or flipping. The Cozomo de’ Medici reveal added credibility. In the broader crypto community, sentiment ranges from fondness to mild indifference.
Related Terms
Last updated: 2026-04