The wide world of Snoop Dogg is as diverse as the rapper's extended musical posse.
MOVIES AND TV
"One of Snoop's greatest strengths is being able to translate his creative nature across various platforms," says Chung. That means the hip-hop game-changer is as comfortable behind the scenes as he is in front of the camera, with aspirations to one day have "that big seat with the big office." For now, he'll stick to what he knows, which includes all manner of pop culture and stoner fare. Mac & Devin Go to College, anyone? "We're looking to do a part two," says Snoop.
PRODUCTS AND LICENSING
Products found in the "Snoopermarket" need to be organic to the brand, says manager Ted Chung, so rolling paper and smoking accessories are a natural fit, as are sunglasses, license-plate frames and sneakers. Adidas, for example, "has history in hip-hop culture" going back to Run-DMC. "It's something Snoop's always worn, and now he can help spread the lifestyle via his endorsement."
Produced with Hustler, Snoop dabbled in hip-hop porn circa 2001, marking the first adult DVD to land on Billboard's music video sales chart.
Between his Twitter followers and Facebook fans, Snoop reaches more than 30 million people. "Damn," he says. "I can't even count that high!"
Nearly every week, Snoop shoots new episodes of his mock "Hood News" show on GGN -- YouTube's Double G Network -- as many as three in a day. Of fellow comedic anchors such as Jon Stewart and Stephen Colbert, Snoop says, "They're goofy, but they don't do it like I do, know what I'm saying?"
Of Snoop's 11 studio albums, only two have failed to get gold certification (signifying sales of 500,000 units or more) in the U.S., with the majority in multiplatinum range. When it comes to singles, Snoop is an equal-opportunity guest, offering his services to just about anyone asking. The reasoning: "It's about respect and also being on a record positioned to become a hit." Snoop would know -- he's helped chart about 60 songs by other artists.
Doggystyle (1993): "Gin and Juice" helped Snoop's debut to the top of the Billboard 200 album chart, eventually selling more than 6 million copies in the U.S.
Doggumentary (2011): The song "The Weed Iz Mine" kicked off a fruitful relationship with Wiz Khalifa that would months later result in the top 10 hit "Young, Wild & Free."