How To Invest Like Snoop Dogg
Long before many tech investors caught on to companies like Reddit, Inc. (RDDT) and Robinhood Markets Inc. (HOOD), Snoop Dogg (born Calvin Cordozar Broadus Jr.) was already buying up shares as part of a diversified portfolio that would be the envy of any venture capitalist. The hip-hop legend, whose net worth is estimated at $160 million, has transformed himself from a musician into a shrewd business mogul by following a clear investment philosophy: get in early, demand equity, and capture gains from emerging trends.
While known for his laid-back persona, Snoop’s approach to investing is anything but casual. “I want some equity. Give me a piece of the pie,” he told the New York Times, explaining his strategy of seeking ownership rather than just brand ambassador roles. This mindset has led him to successful early-stage investments in tech unicorns, the creation of Casa Verde Capital (a $300 million cannabis-focused venture fund), and the strategic acquisition of Death Row Records—the very label that launched his career.
Key Takeaways
- Snoop Dogg has strategically invested in various sectors, including cannabis, fintech, and THC-infused foods.
- There are lessons to be gained from reviewing Snoop Dogg’s success in investing.
- These include investing in sectors and trends you genuinely understand or have expertise in.
- Another is getting in early on emerging trends but focusing on companies solving real problems.
- Still another is building a diversified portfolio that maintains a connection to your core competencies.
- Lastly, his portfolio shows the profits of focusing on long-term value creation rather than short-term gains.
Mind On His Money: Snoop Dogg’s Investment Portfolio
While many celebrities diversify into business ventures, Snoop Dogg has built a particularly impressive investment portfolio spanning technology, cannabis, media, and consumer goods. Here’s a breakdown of his most significant investments:
Technology Ventures
Snoop’s early-stage tech investments have yielded some of his biggest returns. In 2014, he joined a $50 million funding round for Reddit, which went public in 2024 and now has a market capitalization of about $20 billion. That same year, he took part in Robinhood’s $13 million seed round—the trading platform is now valued at over $20 billion. He’s also a minority shareholder in Klarna, the pre-initial public offering digital payment platform valued at about $15 billion as of November 2024.
Cannabis
Through Casa Verde Capital, the investment firm he cofounded in 2015, Snoop helped seed institutional investments in cannabis companies before many traditional venture capital firms were willing to enter the space.
Snoop’s focus on cannabis showed his ability to spot mainstream prospects in what others considered fringe markets. “I helped make this business famous before it became legal,” he told the New York Times, noting the irony that he still has marijuana-related offenses on his criminal record while the industry has become a multibillion-dollar legal enterprise.
The company’s portfolio has grown to be worth about $300 million, with investments that include the following:
- Dutchie: An online cannabis dispensary platform
- Eaze: A cannabis delivery service
- Merry Jane: A digital media platform focused on cannabis culture
- Tsumo Snacks: A cannabis-infused snack company
Media and Entertainment Assets
In 2022, Snoop acquired the Death Row Records brand from Blackstone Inc. (BX)-controlled MNRK Music Group. While specific terms weren’t disclosed, industry experts estimate the deal’s value at about $50 million. The acquisition included the brand and the ability to release music under the iconic label.
Consumer Brands and Partnerships
Snoop has strategically built ownership positions in several consumer brands:
- Still G.I.N.: Cofounded with Dr. Dre in 2024
- 19 Crimes Wine: A multiyear partnership that includes his own wine brand
- Snoop Doggie Dogs: A pet accessories line
- The Snooper Market: His direct-to-consumer merchandise platform
Snoop Dogg is still creating music, of course. His new album, dropping Dec. 13, 2024, is “Missionary”—the first produced entirely by Dr. Dre since Snoop’s 1993 multiplatinum, genre-defining debut, “Doggystyle.”
How Snoop Dogg Invests
Snoop Dogg’s evolution from Death Row Records artist to sophisticated investor reflects a deliberate strategy that has done far more than take him from “sippin’ on gin and juice” to co-owning a gin company. His investment approach can be broken down into several core principles that have guided his success.
Get In Early, But Do Your Research
Snoop’s early investments in Reddit and Robinhood weren’t just lucky guesses—they represented calculated bets on platforms that were solving real problems. His tech investments typically focus on companies making services more accessible to everyday users, whether it’s social media, stock trading, or payment processing through Klarna.
Still D.R.E.
Snoop isn’t just working with Dr. Dre musically—they recently launched Still G.I.N., a premium gin brand. The venture’s name plays off their 1999 hit “Still D.R.E.” and represents their latest business collaboration after decades of musical partnership.
Demand Ownership, Not Just Income
Snoop has said that he’s been careful to demand equity over fees. This reflects an understanding that real wealth creation comes from ownership—not one-off payments.
This principle guided his transition from brand endorsements to becoming a stakeholder in companies like Klarna and eventually acquiring the brand of Death Row Records.
Look for and Learn From Mentors
While many might see Snoop’s success as solo moves, especially given how many of his investments reflect his interests, he credits his approach to learning from others. “I got a lot of relationships. Quincy Jones and Charlie Wilson are like uncles to me, where they shape and mold the lifestyle of Snoop Dogg, not just the business,” he has said. “What you learn about being a better person from somebody is more important than what you learn business-wise or career-wise.”
This holistic approach to business relationships has shaped his entire career—from Master P teaching him early on how to build a brand to Martha Stewart opening doors in mainstream business circles, leading to deals like his successful Skechers partnership.
“My branding and my business came when I was able to go to No Limit Records with Master P,” Snoop has said. “He taught me how to be a better businessman, how to be more than just a rapper, but to be about my business. It’s called show business. I had mastered ‘show.’ But Master P showed me how to master the business.”
Snoop’s reasons for demanding ownership interest in negotiations are about equity in both meanings of the term. “We should be able to have some of our people—that look like me—as executives, as CEOs, as platform owners. You know, the top of the chain, not just the spokesperson or the brand ambassador. We need to be the brand owners,” he told the New York Times.
Invest in What You Know
Snoop’s most successful ventures align with his expertise and authentic interests. Casa Verde Capital’s focus on cannabis leverages his deep understanding of that market. Similarly, his acquisition of Death Row Records wasn’t just nostalgia—it was an investment in an industry he knows intimately.
Get Ahead of Cultural Trends
Much like his early music albums, many of Snoop’s investments succeed because he spots cultural shifts early. His cannabis investments preceded widespread legalization, and his tech investments targeted platforms that would become central to digital culture. This demonstrates the value of understanding broader social trends when making investment decisions.
Diversify Strategically
While Snoop maintains significant investments in entertainment and cannabis, his portfolio spans multiple sectors, including technology, beverages, and consumer goods.
However, this diversification isn’t random—each investment typically leverages his brand, expertise, or network in some way.
Build Strong Partnerships
From his business relationship with Martha Stewart to his recent gin venture with Dr. Dre, Snoop’s success often involves strategic partnerships. These collaborations extend his reach into new markets while sharing expertise and risk.
Know When To “Drop it Like it’s Hot”
Snoop’s most crucial investment skill might be his willingness to walk away from bad deals and jump on promising ones. When offered brand ambassador roles without equity, he passes. Rather than accept traditional royalty deals in cannabis, he built his own venture fund. When he saw Death Row Records’ potential value, he dropped money on acquiring the whole brand rather than just licensing his old music.
This “drop it or drop in” strategy has helped him build a portfolio worth watching—and strategies worth copying.
Snoop Dogg has managed to keep himself relevant through vast shifts in the cultural firmament. In 2024, he gained widespread attention during the Olympics for his patriotic and sly commentary alongside comedian Kevin Hart. The duo’s playful, down-to-earth takes on various Olympic events resonated with audiences, making their coverage a viral hit across social media.
Next Episode: Building Out the Snoop Dogg Brand
What’s next for Snoop Dogg in investing? He’s told interviewers that he’s looking to build “a brand strong enough to compete with Levi’s and Miller and Kraft and all of these other brands that have been around for hundreds of years.”
His brand has become an extension of his entrepreneurial identity, blending authenticity with ambition. His “I creep and I crawl” approach, first announced in his hit single “Who Am I? (What’s My Name?),” and long-term focus on brand ownership are what makes each investment a “next episode” in Snoop’s ever-evolving career—one that’s centered on a sustainable and growing wealth portfolio.
The Bottom Line
Snoop Dogg’s investments span tech, cannabis, consumer goods, and entertainment, demonstrating a keen sense of market trends and an eye for emerging opportunities.
More than just a celebrity investor, Snoop has curated a strategy that relies on leveraging his expertise and network to add real value. His early stakes in companies like Reddit and Robinhood illustrate his foresight, while Casa Verde Capital positions him as a pioneer in the legal cannabis market. From tech unicorns to legacy acquisitions like Death Row Records, Snoop’s success underscores the effectiveness of combining a personal brand with business acumen to build a lasting, impactful portfolio.