Yesterday, catchphrase-sparking MC Snoop Dogg announced that he had parted ways with his label, Interscope. After few murmurs here and there about just how he’d release his next record, and whether he should even bother at this point and just become a full-time celebrity, news that he’d found a new partner for his musical efforts broke. That partner? None other than MTV. (Yes, that one.) In a move that I guess is supposed to be the network’s way of saying “See, the ‘M’ does stand for music sometimes,” the two entities are going to team up for some last-days-styled vertical brand integration.
Snoop’s variety show Dogg After Dark—patterned, one would guess, on Hugh Hefner’s similarly titled show from 40 years back—debuts next Tuesday, and that’s only one part of the partnership between the two entities: MTV and Snoop will team up on the release of Snoop’s forthcoming album Malice In Wonderland, and there’ll be a few Snoopified components of the MTV-masterminded video game Rock Band as well. He is so psyched, as this release indicates:
“When Van Toffler and I sat down Boss to Boss, a global quintuple threat takeover was masterminded. As the world of entertainment keeps changing, we felt it was the right time to let Snoop Dogg back on MTV so we could continue to run thangs with music, movies, DVDs and bring Hip-Hop to Rock Band.” said Snoop Dogg. “So screw ya wigz on tight and tune in on Tuesday nights for the first step to the next level of Snoop D-O double G. Dogg after Dark is the only nightclub tv show hosted by you know who. So take a journey with me through the mind, body, soul and musical mind state of the most prolific, authentic game spitter. And tha sh*t is funny, so show me da money!”
I hope Snoop gets his own specialized bleep as part of this deal, too!
Snoop To Release Next Album Through MTV [Nah Right]
(Those of you in LA can try and get into a taping tonight—guests apparently include (sigh) Paris Hilton, Pharrell, and Kurupt.)