In early October, it was revealed that Snoop Dogg—alongside other investors such as Andreessen Horowitz, Sequoia Capital, Peter Thiel, Ron Conway and Jared Leto—purchased a portion of Reddit through a $50 million funding round. Reddit told the Financial Times it plans to use the money to increase its staff, mobile offerings and ad products.
"I've been involved in a few tech ventures over the years. Reddit is particularly interesting to me because it is such an open forum to touch base with people directly," Snoop said, adding that he loves the site because it puts users first.
Snoop has been an active Redditor, conducting successful Ask Me Anything (AMA) question-and-answer sessions on the site, including the second most successful AMA in Reddit's history after President Barack Obama's. He also acts as a moderator for the the "r/trees marijuana subreddit" group.
But it can be more than that for Snoop. Ted Chung—founder of Cashmere Agency and Snoop's manager—said the hip-hop icon's success on Reddit shows the influence celebrities have on the close-knit community, which could be a boon for brands.
"I think Reddit is a really stellar example of how Snoop can get involved with the tech community and take it from a niche into the mainstream," Chung said.
Previously, Snoop used Reddit to sell a specially designed shirt to raise money for the Marijuana Policy Project. He's also jumped in on other AMAs to drive promotion to their chats. But now the artist will be focusing on his own efforts. Chung said the star will use Reddit to promote his untitled album, set to drop early next year.
"The different ways you've seen Snoop and Cashmere Agency utilize different online mediums for visibility and interact with fans in the community, we can manipulate that for future campaigns," Chung explained.