The digital universe, Web3, has seen an exponential surge in recent years, transitioning from a promising prospect to a tangible reality shaped by the most brilliant innovators. The domain has been bolstered by the support of several high-profile individuals, including those from sectors beyond Web3. Among these influential figures are renowned rapper and businessman Snoop Dogg and his son Cordell Broadus, alias Champ Medici.

Over the past year, Broadus and Snoop have been leading figures in merging Web3 technologies such as nonfungible tokens (NFTs), the metaverse, and blockchain with the music industry and its expansive community. In a significant move in November 2022, Snoop Dogg collaborated with Billy Ray Cyrus to unite music communities across genres and blockchain networks through a music NFT launch.

Broadus has played a crucial role in translating his father’s legacy into this new age of digital innovation. In an interview with Cointelegraph, he shared his experiences and challenges of guiding an established artist and communities into the Web3 space. He revealed that he was introduced to the metaverse in 2020 and shortly thereafter, his father was engaged by Crypto.com. He remembered that when NFTs and digital assets were first discussed in the studio, the concept was too novel for most to take seriously.

Broadus expressed his desire to serve as a “bridge” to usher people into this space, enabling them to understand how to digitize their business and not solely depend on traditional methods. He felt that many musicians were unaware of the potential of their unreleased music as digital assets.

Broadus also shared that his father had to put his faith in his judgment. He remembered persuading Snoop “for years” to remake his first album, Doggystyle, which was released in 1993 by Death Row Records. He explained that over time, the idea of re-releasing music became ingrained in Snoop’s mind, making him more open to the concept of NFTs.

This understanding was further solidified after they launched a pilot on OpenSea, where Broadus and his team released 250 Snoop songs and sold the stems and the license to those songs. They began by releasing 500 copies of the single “High” for $500 each. “That first day we sold out and made $250,000 from that first single. From there, it was the numbers, and the numbers don’t lie. Then we only did it for 30 days and by the last 30th day, altogether we did $3.5 million,” he recalled.

Broadus observed many creators buying those songs and stems and transforming them into EDM and country songs. He stated that such collaboration and creativity would not have been possible without NFTs and described the experience as “uplifting.”

Broadus’ understanding of the impact of their efforts deepened when he attended NFT NYC and interacted with musicians who had purchased the NFT song stems from their pilot program. He also recalled a conversation at a Sandbox event with influential figures from Web2 and Web3, where he realized the significance of their presence in the space.

On November 6, Snoop, Broadus, and their team announced their latest venture, Death Row Games, named after the legendary Death Row Records, which Snoop acquired in February 2022. Death Row Games intends to build on a new legacy, leveraging the team’s gaming-related presence in the Web3 space.

Broadus is applying the same principles he learned from introducing his and his father’s legacy into the Web3 space to gaming. “It’s the same ideology and mindset as far as bringing in diverse creators and telling stories from different parts of the world and minority communities.” This initiative is not only a step towards a Crypto Exchange service in the United States but also a significant move towards crypto education.