Snoop Dogg Developing HBO Program

Peggy Sirota

The rapper made the announcement during his SXSW keynote speech.

Snoop Dogg announced during his keynote speech at South by Southwest on Friday that he will be developing a show about Los Angeles with HBO.

Donning a bow tie, sunglasses and bling, Snoop dedicated a portion of his 45 minutes with the Austin Convention Center audience to discussing his plans for the new program, Billboard reported.

"HBO's the No. 1 network in the world as far as developing and having these types of shows come to life," Snoop said.

The series will be co-developed by Menace II Society co-director Allen Hughes and will be about the Long Beach, Calif. area during the same time the rapper grew up.

"To be able to work with Allen Hughes … this is like a dream come true to be able to tell a story that's gonna be told the right way, on the right network," Snoop said.

Hughes will direct, and Rodney Barnes is set to write; both will executive produce alongside Snoop and his manager Ted Chung, The Wall Street Journal reported.

"When I was a kid, my mother told me to love people no matter what their color was," Snoop told the audience. "So I built up a thing called love. I didn't have hate in me."