Snoop Dogg just appointed his wife, Shante Broadus, as his new official manager, according to PR Newswire.
The appointment comes as the rapper, born Calvin Cordozar Broadus Jr., joins Def Jam Recordings as an executive creative and strategic consultant.
"The industry at large is seeing a major shift in more representation of Black women in key executive roles, ” Shante said. “I am excited to enter this official position, helping to further expand Snoop's wide-ranging empire.”
“I have been by Snoop's side for over two decades so together with the rest of the team, our goal is to strengthen Snoop's legacy as a brand with the loyalty and trust of our guidance that has made Snoop who he is today,” she added.
In her role as Snoop Dogg’s manager, Shante is responsible for expanding the 49-year-old’s current business ventures, which include partnerships across the cannabis, gaming, music, film and television space.
"Shante has been guiding my career behind the scenes from day one," Snoop Dogg said of his wife, who managed the early part of his career. "She has always been my final gut check with all my decisions, and I wouldn't be where I am today without her. I am grateful to have her as my official manager, helping to build the Snoop Dogg empire together."
The 20-time Grammy-nominated rapper’s wife is also an entrepreneur who founded Boss Lady Entertainment (BLE), an event management company that aims to deliver “high caliber events to both the corporate and entertainment industry.” She is also slated to publish her first book, Paid the Cost to Be the Boss Lady, which will highlight her life in the public eye and the lessons she's learned throughout her journey.
In an announcement video for his new role with Def Jam, the California native spoke about his decision to join the label’s team.
“Now, you may wonder why so late in my career would I wanna work for Def Jam Records?” he said, according to Variety. “Well, let me tell you, as a young rapper, Def Jam was the holy grail of hip hop.”
“It was the label where all of the artists communicated, connected, put out great music videos, great music, movies, and they were always on tour together. They were always doing things together, they were like a family,” he added.
Snoop Dogg, who has evolved into a businessman in his own right, said that his main goal is to pour into the label’s artists and provide them with the knowledge he’s acquired throughout his career, which spans nearly 30 years.
“So, when I got the opportunity, my main focus on Def Jam Records was to help the artists and give them love and wisdom and guidance and understanding; [to] teach them some tricks that I learned in the game; to diversify their portfolios to not just be rappers and not just be artists, [but] to be superstars,” he said.
As Def Jam’s newest executive creative and strategic consultant, the rapper will be reporting to Lucian Grainge, Universal Music Group chairman and CEO, and Jeffrey Harleston, Def Jam interim chairman and CEO .
“We’re thrilled that the one and only Snoop Dogg is bringing his deep industry experience, strong relationships, boundless creativity and infectious energy to Def Jam,” Grainge said in a statement.
Harleston, who is also one of Snoop Dogg’s long-time friends, said that Snoop is one of the “most creative” people he knows.
“I have had the pleasure of knowing and working with Snoop Dogg for more than twenty years,” he said. “Not only does Snoop understand what it takes to be a successful artist, he is one of the most creative, strategic and entrepreneurial people I know. Snoop has a genuine passion for the label and the culture, and we are all excited to have Snoop join the Def Jam Family.”
At the conclusion of his announcement, Snoop Dogg gave a little sneak peek of what people can look forward to.
“Now that Def Jam and Snoop Dogg is coming together for a collaboration, you can look forward to a whole lot of great music videos, TV shows, content, video games,” he shared. “Oh yeah, and most important, hit records. That’s what Def Jam is about, hit records.”
