Snoop Dogg and Son Launch ‘Death Row Games’
It’s the move that you probably never saw coming. In a sudden announcement, it has been revealed that legendary rap artist, Snoop Dogg, and his son, Cordell Broadus, have launched ‘Death Row Games’. Modelled on the ‘Death Row Records’ label launched in 1991 and now owned by Snoop Dogg, Death Row Games aims to support minority creatives within Fortnite’s UEFN ecosystem. It’s an ambitious undertaking that aims to ‘broaden the narrative’ regarding content creation.
In the announcement, which was originally covered by AfroTech, it was revealed that Broadus has been trying to get things going in the games industry for several years. It’s not the first time Snoop has gotten invested in the games industry. He has successfully walked through several collaborations with Call of Duty over the years and was temporarily invested in FaZe Clan.
Not As Intense As The Name
For those not in the know, Death Row Records was a label founded in 1991 by Suge Knight, Dr. Dre, and Dick Griffey, all prominent players in the rap and hip-hop scenes. It had a relatively tough time staying consistent, and over the years, it peaked and troughed, saw more declines than upsurges, and ultimately, it collapsed in on itself. In 2022, Snoop Dogg kicked off the ‘third generation’ of Death Row, securing the rights for the trademarks.
Now, in 2023, Snoop Dogg and his son have teamed up to found Death Row Games.
Speaking on the news, Cordell Broadus referenced his experience in the industry thus far:
‘We’ve been creating games, and none of them has been published anything on a huge scale, but on a very amateur level. We’ve been around games for the last five to six years. And Snoop, he’s done mobile games. A few of them in the past five to six years in apps and stuff like that. So we’ve always had the mindset of building it on our own. We felt like let’s really put resources into building Death Row Games and making a home for diverse creators in the gaming ecosystem and be a part of the narrative, the storytelling of what the next game should be looking like. And I keep saying ‘show representation of the culture in these sectors,’ versus us just being the talent. We wanted to make sure that we’re part of the decision that’s being made and more importantly tell these stories from diverse creators and focus on creatives in underserved communities.’
Through Death Row Games, creators will be able to leverage the UEFN in Fortnite to develop and publish games, having them showcased through DRG. In recent months, the UEFN has exploded, and some hugely creative individuals have managed to put together some remarkable projects that are paying off in dividends.
It’s exciting to consider what Death Row Games will produce.
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