30 years ago, Death Row Records became the most successful hip-hop music label on the West Coast of the United States, thanks to the talent of Dr. Dre. However, it also became the most feared due to the connections of its CEO, Suge Knight, with California gangs. Today, everything has changed; Knight is in prison, and the company was rescued by one of its stars, Snoop Dogg, who is now venturing into diversification, including the gaming business.
Death Row Records, Snoop Dogg's company, to open a video game studio
Rapper Snoop Dogg and his son Cordell Broadus announced the creation of Death Row Games, the video game division of Death Row Records. According to the information, the initiative involves establishing a game development studio that, for now, will operate on a small scale while waiting to see the initial results. Cordell Broadus revealed that they will work with independent creatives and artists seeking an opportunity in the gaming world, focusing on creating proposals for Unreal Editor in Fortnite: Battle Royale.
What is Death Row Games?
On another note, Cordell Broadus mentioned in an interview with Hypebeast that just as Death Row Records did in the '90s, Death Row Games aims to provide representation for creatives from street culture and marginalized communities. "We feel like we really had to put resources into building Death Row Games and making it a home for diverse creators in the gaming ecosystem. Be a part of the narrative of how the next project should be. We want to showcase the representation of culture from these sectors instead of just us being the talent. We want to make sure we're a part of the decision-making that's being made and, more importantly, tell these stories of diverse creators and focus on creatives from underserved communities."
Snoop Dogg has been a big fan of video games, first as a hardcore player in the PlayStation 2 era and later in the Xbox 360 and Xbox One era, with well-known episodes of criticism for the Red Ring of Death and later for the Xbox LIVE outages. He is also a major enthusiast of Madden NFL and in recent years has made headlines in gaming for his involvement in esports with FaZe Clan, his appearance as a character in online modes of Call of Duty, his Xbox jewelry, and the Xbox Series X-shaped refrigerator he received, as well as the way Activision gifted him a copy of Spyro: Reignited Trilogy.
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