Fresh from acquiring a majority stake in Death Row Records, the label that made him a star, Snoop Dogg has released a set of songs on the NFT marketplace OpenSea – a marketing play based around rights and remixes.
The first new song, “High,” exists as part of a non-fungible token collection called “Dogg on it: Death Row Mixtape Vol. 1” – four distinct audio files, each attached to an image of an NFT from the Bored Ape Yacht Club. The first contains the vocal track for “High,” sans instrumental track, in an edition of 420 tokens; the second is just the instrumental, in an edition of 500; the third is the instrumental and hook without the verses, in an edition of 250; and the fourth, with 500 editions, is the complete song.
The description for these NFTs reads, “Own it. Remix it. Master it.”
That second imperative is the key to the whole conceit. In releasing the song sections (stems) as NFTs, Snoop – or, more likely, some dedicated NFT consultant (perhaps whoever it was that orchestrated the rapper’s NFT influencer cosplay this past autumn) – is inviting purchasers to put out their own remixes for the track.
“You buy it. You own the rights to it all. Buy the Snoop Dogg beat? Make your own track. 👊🏿👊🏿💫🔥🔥🔥,” reads a post on Snoop’s Twitter account.
The second new Snoop Dogg track, “Feel the Rhythm,” is billed as a collaboration with Mutant Ape #23446 (Mutant Apes are a spin-off of the Bored Ape collection), which appears to be owned by Snoop’s team.
In a collection entitled “Death Row EDM Vol. 1,” you can find one NFT for the instrumental, one for the a cappella, and another for the full track.
Snoop is presenting each of these collections as mixtapes, and has been slowly populating them with NFTs over the past 24 hours.
“Dogg on it: Death Row Mixtape Vol. 1” now includes songs called “My Ape,” and “Wake Up N Workout,” along with several scattered voice memos, all released as NFTs.
An acquired taste
The…
