NBCUniversal Entertainment & Studios entered a new multi-year creative partnership with Snoop Dogg, and his Death Row Pictures production company.
The deal reps a major expansion between the entertainment conglom and the Hip Hop branded artist across film, television, sports entertainment, and streaming.
Death Row Records is now expanding with Death Row Pictures with a new era of innovative onscreen storytelling in the works. Death Row Picture’s upcoming slate of projects includes the Snoop Dogg biopic about his rise to fame. That pic will be written by Joe Robert Cole and produced by Snoop, Brian Grazer and Death Row Pictures President Sara Ramaker.
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Beyond film, Snoop will return to NBC’s four-time Emmy Award-winning musical competition series The Voice this Fall, reclaiming his red chair for Season 28.
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On top of that, Snoop will continue to partner with NBCUniversal on cross-portfolio opportunities as his relationship with the Company continues to deepen. He was a breakout star on NBC and Peacock’s coverage of the 2024 Olympic Games in Paris.
“Audiences around the world love Snoop and connect with his unparalleled showmanship and artistry. Those of us lucky enough to be in his orbit also know his incredible business acumen, endlessly creative spirit and the unapologetic authenticity that he brings to every project. There’s only one Snoop, and we’re so excited for him to join our unbelievable roster of creative partners,” said NBCUniversal Entertainment & Studios Chairman Donna Langley.
Said Snoop: “Not everyone has the courage and vision to see what Death Row Pictures can bring to the table, but Donna and the NBCUniversal team have always understood, which is why I am proud to call NBCUniversal my new home. The Dogg has officially moved into the neighborhood, ya dig?”
Snoop Dogg is a multi-platinum rapper, singer, songwriter, actor, record producer, DJ, media personality, businessman and icon. Over the course of his music career, he has released 21 studio albums, sold more than 40 million albums worldwide, reached #1 countless times on Billboard charts internationally and received 20 Grammy Award nominations. In 2025, he was recognized as one of Time Magazine’s 100 Most Influential People. He’s also a serial entrepreneur with endeavors in Web 3.0, tech, entertainment, lifestyle, global consumer brands, food/beverage and cannabis industries.
Death Row Pictures’ staff also Kevyn Woods, Keifer Moore, and Torre Blake. The company will be based on the Universal Studios Lot.
Snoop is represented by WME and Yorn, Levine, Barnes, Krintzman, Rubenstein, Kohner, Endlich & Gellman.
