Notable hip hop artist and fan of electric lettuce Snoop Dogg has become part of Faze Clan. The “digitally native media and lifestyle platform with roots in youth culture and gaming” announced this morning that Faze Snoop who is officially known (at at least in the context of business in the clan) will be joining Faze the Clan’s Board of Directors when the company’s public launch in the coming year. He will be able to “co-create content, be involved in major business initiatives and introduce merchandise under the Faze Clan brand” as an official member of the group.
“The intimate relationship among Faze Snoop and Faze Snoop has been developing over the past few years, and we’re delighted to be able to officially welcome Faze Snoop to the Faze Clan family,” Faze Clan chief strategist Kai Henry said. “As the first internet-connected kid and a first-generation gamer, Snoop has always recognized the relationship between lifestyle, music and gaming. In the present, Snoop is a prominent voice in the burgeoning Web3 community, and we’ve got exciting plans to collaborate in the metaverse. This will create new opportunities for engagement for both our fans.”
Snoop’s gaming cred is well-established. He had a huge impact at Terry Crews at EA’s 2016 Battlefield 1 livestream and also created his own league for esports in addition to broadcasts via Twitch to match and chill. In spite of the fact that he was mute for a week, Snoop came to Faze to play the same reason the majority of pop stars who are older take part in something brand new: his son drew into him joining.
“The young people identify with their image and that’s something my son Cordell recognized and that’s the reason Cordell brought us together,” Snoop said.
“As I’ve watched what FaZe Clan has been building in the gaming industry I was aware of an obvious connection to the things my dad has been working on”, stated Cordell Broadus. Broadus is his mentioned son, who also works as an expert in creative consulting at a company known as Channel 21. “When I think about both companies, I’m impressed by the synergy they can make, and that’s why I brought the two brands together through this collaboration. I am eager for the world to discover the things we’re about to achieve.”
Faze has several other members that aren’t professional gamers such as NFL stars Kyler “FaZe K1” Murray, Lebron “FaZe Bronny” James Jr., Lil Yachty who is also known as “FaZe Boat,” and Offset also known as “FaZe Offset.” They’re not likely to be the main focus of all the attention in The International, but they are able to “represent FaZe Clan in the gaming community as well as across the converging entertainment and media industries” which, I’m guessing, is a very profitable business on its own.
However, its emphasis upon “lifestyle” has placed the group in the middle of several disputes in recent times. In the year 2019 Fortnite streaming player Turner “Tfue” Tenney sued the clan for the clan’s ” oppressive and predatory” contracts, and Jarvis “Faze Jarvis” Khattri was banned for life from Fortnite because of having the aimbot. In 2020 , the parents of a 6-year-old gamer made up a account of the Call of Duty: Warzone ban in an effort to help their child gain a spot on the Faze roster. It was something Faze seemed to actively promote despite the fact that the child was, at six.
In spite of those problems as well as a more recent cryptocurrency fraud that saw several members suspended and one thrown out in full, the October 2021 announcement of an SPAC deal to make Faze Clan publicly later in the year estimated the company’s value at an astounding one billion dollars. With that much cash on the table and the potential for a huge profit, it’s easy to understand why Snoop, sorry, Faze Snoop–would would want to participate.