Snoop Dogg will join FaZe Clan as a member of the company’s talent network and part of its board of directors.
Within FaZe Clan, the rapper will take on the name FaZe Snoop and co-create content, take part in business initiatives, and craft merchandise while also being featured on the platform.
“It only makes sense to partner with FaZe Clan as both a team member and on the Board of Directors,’’ Snoop said in a press release. “The youth identifies with their brand and that’s something my son Cordell [Broadus] knew, which is why he brought us together.” He told the Hollywood Reporter that Cordell is “really tapped into gaming, Web3, culture, etc.”
Cordell, a Channel 21 creative consultant, added in the same release, “As I’ve been watching what FaZe Clan has been building in the gaming space, I knew there was a natural connection with what my dad has been doing. When I look at the two brands, I was inspired by the synergy they could create so I brought them together in this partnership.”
In addition to being a talent member, Snoop will also introduce a community outreach program focused on supporting the youth with charitable activities. FaZe and the Doggfather took advantage of their partnership early, during Super Bowl weekend, where FaZe members played in a FaZe Clan x NFL flag football game. Each team donated $25,000 to kids’ sports, with FaZe Clan’s donation going to Snoop’s Youth Football League.
“The organic relationship between FaZe and Snoop has been building for years now, so we are thrilled to officially welcome FaZe Snoop to the family,” Kai Henry, chief strategy officer of FaZe Clan, said in a press release. “As the original internet kid and first-generation gamer, Snoop has always understood the cultural connection between music, lifestyle, and gaming. Today, Snoop is a prominent voice in the emerging Web3 community and we have exciting plans to create together in the metaverse, driving new engagement opportunities for both of our fanbases.”
As a lifestyle and media platform embedded in gaming and youth culture, FaZe has a vast talent collective made of gamers, creators, entertainers, and esports professionals. Their network boasts over 85 members, including LeBron James Jr., Lil Yachty, and Offset.
