Snoop Dogg is one of the most successful musicians in the world, but he’s also no slouch when it comes to impacting the consumer packaged goods (CPG) industry. So, what can CPG professionals learn from the hip-hop legend? I’ve always believed that hip-hop and CPG entrepreneurship are linked together. This is probably why you see so many hip-hop artists that are involved with CPG entrepreneurship or investing in this consumer sector. While Snoop Dogg might not have the headline grabbing exits of someone like Jay Z, you might be surprised to learn just how active he is across the CPG industry. The most obvious way the 20-time Grammy nominee extends his street cred beyond the music industry is with CPG brand partnerships…which you’ve probably seen him being his celebrity star power to the recent Corona beer TV commercials. But Snoop Dogg also lends his name, image, and likeness to successful products like Australian-based 19 Crimes. The wine brand has been partnering with the rapper since 2020 when it first released a California varietal. Similarly, after buying his original 90s record label Death Row Records, Snoop Dogg has been busy also licensing that IP into CPG with a collaboration with the Nelk Boys and Happy Dad Seltzer. It’s important to note though that Snoop Dogg isn’t just a powerful face in the CPG industry, he’s also an extremely active product creator. Paying homage to his 1994 hit song “Gin and Juice,” Snoop Dogg has owned a flavored gin brand since 2020. He’s also into creating non-alcoholic beverages as well, with the recent launch of a premium lifestyle coffee company. On the food side, Snoop Dogg partnered with and invested in Outstanding Foods, the maker of PigOut plant-based pork rinds. But maybe the biggest food project he’s been working on is in partnership with another rapper Master P…and CPG behemoth Post Holdings. Snoop Cereal has the stated mission “to build economic empowerment and to add diversity to grocery stores with Black-owned breakfast food.” The fact is that Snoop Dogg transcends the music space and defines entertainment history. But it’s also my belief that lyrics from his extensive catalog of music spanning more than three decades and quotes from various interviews will provide strong lessons for any CPG professional. I picked out a handful of my favorites that I know will bring you value…

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