Snoop Dogg’s new music video has the usual suspects: dancing, cash, and flashy cars. However, this video differs from the rest of the rapper’s work in one important way: it is entirely set in the metaverse.
The rapper and entrepreneur have released a video for his song House I Built, which features him digitally dancing and hanging out on The Sandbox metaverse platform. It starts with a pixelated Snoop asking about the worth of a man named “Nick’s” Sandbox Bitcoin holdings. Nick said in the video that the tokens climbed in value from $300,000 to $4.8 million.
The artist then spends the next three minutes dancing, reclining poolside in his digital home, and smoking his trademark blunts. It includes scenes from Snoop Dogg’s “Snoopverse,” a virtual world inside The Sandbox’s metaverse platform that the rapper created and is presently only accessible to buyers of a $2,000 “early access ticket.”
“We’re going to throw our setup out the window.” We’ll also be raising our bread. I’m rolling my marijuana at the moment. “In my Sandbox with my feet up,” Snoop says.
The song’s title, House I Built, makes many references to the rapper’s increasing involvement in the metaverse and bitcoin.
Snoop Dogg did not respond to Fortune’s request for comment right away. The Sandbox did not immediately reply to Fortune’s request for comment.
Last September, the 50-year-old claimed on Twitter that he was “Cozomo de’ Medici,” the kingpin of NFTs, with an estimated $17 million in NFTs. In December, Snoop Dogg and The Sandbox launched the Snoopverse, and someone paid over $500,000 to be his virtual neighbor.
In February, Snoop Dogg announced that Death Row Records will be pivoting to embrace NFTs and the metaverse on the audio-based social networking website Clubhouse.
Snoop added, “Death Row will be an NFT label. Through the metaverse, we’ll be releasing artists… We aim to be the first major in the metaverse, just like we did in the music business by becoming the first independent to gain major status.”