Decrypt’s Art, Fashion, and Entertainment Hub.
Rapper and entertainer Calvin “Snoop Dogg” Broadus Jr. is taking yet another step into Web3 with today’s launch of the Snoop Dogg Passport, an NFT pass that unlocks access to exclusive content and opportunities tied to his upcoming concert tour.
Each Snoop Dogg Passport NFT is minted on Ethereum scaling network Arbitrum and sells for 0.025 ETH, which is about $43 worth at present. The supply is not capped, and users may purchase up to 100 passes at a time.
The “evolving digital tour collectible” will unlock behind-the-scenes footage and content tied to Snoop Dogg’s “High School Reunion Tour” with fellow rappers Wiz Khalifa, Too $hort, and Warren G, among others.
The NFT will also unlock access to merchandise, ticket sales, and music playlists. Furthermore, NFT buyers will be airdropped a piece of “Snoop Selects” digital artwork, with artists like Terrell Jones and the pseudonymous Coldie and Alien Queen contributing pieces.
The NFT drop was created in partnership with Transient Labs, in a deal brokered by talent agency WME.
“With the Passport series, I can give my fans the opportunity to travel the world with me—no one’s ever done that,” Snoop Dogg said in a statement. “I’ve always been a pioneer, and digital merch is part of the future. I’m hoping other artists can see what I’m doing and continue to innovate on their own.”
Snoop Dogg is arguably the most popular musician to play in the Web3 world, and he’s done so repeatedly over the last two years. He did an NFT collectibles collaboration with the creator of the Nyan Cat meme, launched avatars and virtual real estate through metaverse game The Sandbox, partnered with crypto casino Roobet, and plenty more.
Other artists are using NFTs tied to concerts and events, however. Heavy metal band Avenged Sevenfold, for example, recently partnered with Ticketmaster to launch a token-gated ticket sales feature, and will reward NFT-holding fans for buying merch, attending events, and interacting with the band’s content.