In a move reminiscent of Jay-Z’s monumental deal with Live Nation, Snoop Dogg, who just split with longtime label Interscope Records, has announced that he will release his next album Malice In Wonderland, through MTV. He will also launch a new nighttime variety show called Dogg After Dark, and will leverage MTV’s popular Rock Band video game as a distribution platform. Deals like this speak volumes about the state of the majors. Or, at the very least, artists perceptions about the majors ability to effectively sell their music.
Full press release.
New York, NY – February 10, 2009 – MTV and rapper, icon, record producer, entrepreneur and actor, Snoop Dogg today announced a first-of-its kind global deal that will bring the entertainers’ personality to television in a new variety talk show, “Dogg After Dark,” and his music to fans with a new album release and into the best-selling music video game Rock Band®.
Premiering on Tuesday, February 17th at 9pm ET/PT on MTV, Snoop Dogg will host “Dogg After Dark,” a new jam packed weekly variety talk show from Los Angeles hotspot Kress on Hollywood Boulevard. “Dogg After Dark” will bring his Doggystyle swagger to the airwaves with raw interviews with A-list celebrities and musicians, hilarious sketch-comedy segments and musical performances from the hottest artists. The show will air every Tuesday night for seven weeks and feature Snoop’s own in-house band, the “Snoopadelics.”
“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!”
“Snoop has been a mainstay across MTV screens for over a decade by pushing the boundaries of hip-hop with his signature antics, incredible catalogue of music, legendary videos, larger than life personality and even a little controversy,” said Van Toffler, President, MTV Networks Music / Films / Logo Groups. “I can’t even begin to imagine MTV, my tumultuous career and several raging ulcers without the Dogg being such a big part of our history. He is an undeniable international superstar whose talent and work transcend music, tv and film and we look forward to launching this new multidimensional partnership with the Doggfather.”
“From iconic VMA performances to DoggyFizzle Televizzle and everything imaginable in between, MTV has always been a home for Snoop’s music and comedic expressions and will continue to be that through this exciting new partnership,” said Amy Doyle, Executive Vice President of Music and Talent for MTV.
The Grammy-Award nominated rapper’s unprecedented deal with MTV will let loose Snoop Dogg’s upcoming, new album, Malice In Wonderland, with global distribution, marketing and promotion. Featuring some seemingly unlikely musical guests, the album will feature tracks by Dr Dre, Pharrell and Lalo Shifrin, is scheduled to be released later this year. In addition, songs from Snoop Dogg’s impressive catalogue of hits will be released on MTV’s hot-selling Rock Band® music video game platform.
“Dogg After Dark” is Executive Produced by Snoop Dogg. Tony DiBari, Tim Healy and Karen Frank are Executive Producers for MTV. Matt Parillo is Executive in Charge of Production. Leslie Greif and Adam Freeman of the Greif Company are Executive Producers. Ted Chung and Constance Schwartz of Snoopadelic Pictures are Executive Producers.