Snoop was an early investor in several big tech companies

Frederic J. Brown / AFP / Getty Images

Rapper and entrepreneur Snoop Dogg has made millions from his successful career in music, business ventures, and lucrative brand partnerships. Snoop has a total net worth of about $160 million, according to Celebrity Net Worth.1

Snoop is also rumored to have earned an estimated $500,000 per day as a special correspondent for NBC at the 2024 Summer Olympics in Paris. While there, he carried the Olympic torch during the opening ceremony and cheered on Team USA. He topped it off by trying escargot with Martha Stewart.23 In September, Snoop joined the judge’s chairs on season 26 of NBC’s “The Voice.”

According to a breakdown of his yearly earnings by Celebrity Net Worth, Snoop earned between $8 million and $17 million each year from 2007 to 2023.1

From his career as a rapper to his growing portfolio of successful businesses and investments, here’s how Snoop makes his millions.

Music

Snoop Dogg (born Calvin Cordozar Broadus Jr.) has made millions of dollars from his successful career as a rapper. Snoop has sold over 35 million albums worldwide since starting his career in 1993 with his debut album, “Doggystyle,” released by Death Row Records.1

Death Row Records, founded in 1992 by Dr. Dre, Suge Knight, The D.O.C., and Dick Griffey, was also home to artists such as Tupac Shakur, Nate Dogg, and Warren G.45 In a full-circle moment, Snoop acquired Death Row Records from MNRK Music Group, which was controlled by a private equity fund managed by investment firm Blackstone, in 2022.6

Snoop’s world tour in 2022 grossed $73.7 million, with his biggest shows earning $2.9 million over two days in Tacoma, Washington.7 Snoop Dogg has released 20 studio albums, including his most recent album, “B.O.D.R. (Bacc on Death Row),” which came out in 2022.8

Businesses and Investments: Casa Verde Capital, Still G.I.N, Klarna, Reddit, and More

Snoop Dogg is an avid investor and entrepreneur—here’s a look at his diverse portfolio of brands and investments.

Still G.I.N and 19 Crimes Wine

Snoop Dogg’s latest entrepreneurial venture is a gin brand, Still G.I.N, co-founded with fellow hip-hop legend, Dr. Dre. Each bottle of the liquor retails for about $39.9

It’s not Snoop’s first foray into the beverage industry—he signed a multi-year partnership with 19 Crimes winery in 2020 and has his own wine under the brand called “Snoop Cali Red.”10

Apparel 

At The Snooper Market, Snoop sells his line of branded apparel and merchandise. Fans can buy everything from shirts and hoodies, baby onesies, socks, and limited edition vinyls of his music, to Snoop’s cookbook, branded candles, and more.11 Capitalizing on all things canine, Snoop also has an apparel and accessories line for dogs called Snoop Doggie Dogs.12

Casa Verde Capital 

In 2015, Snoop Dogg co-founded Casa Verde Capital, an investment firm focused on the cannabis industry, with Karan Wadhera, a former senior executive with Goldman Sachs and Nomura.13 Casa Verde Capital has a portfolio worth about $300 million, according to Forbes, and is one of the first cannabis-focused investment funds.14

Snoop launched his line of cannabis-infused snacks in 2022 called “Uncle Snoop’s Snazzle Os” with Tsumo Snacks, which is part of Casa Verde’s investment portfolio.15 Other companies in the fund’s portfolio include online dispensary platform Dutchie, cannabis delivery platform Eaze, and cannabis-focused digital media platform Merry Jane.16

Investments: Klarna, Reddit, Robinhood, and More

The multifaceted musician’s investment portfolio includes several big tech companies.

Snoop is a minority shareholder in Klarna, a global digital payment platform that offers “buy now, pay later.”17 Klarna was valued at an estimated $20 billion in February 2024 ahead of a potential U.S. IPO, according to Bloomberg, though the company is still privately held.18

He also invested early in Reddit, participating in a $50 million funding round for the company early on in 2014.19 Reddit (RDDT) went public this year and has a market capitalization of more than $13 billion.

Snoop Dogg got in early on Robinhood (HOOD), participating in a $13 million seed funding round in 2014.20 Robinhood has a market capitalization of nearly $24 billion.

Brand Partnerships: Corona, Dunkin’, Martha Stewart, Skechers, Petco, and More

Snoop Dogg has had lucrative partnerships with major brands over the years appearing in ad campaigns for companies including Corona, Dunkin’, PetCo, Skechers, Klarna, BeyondMeat, Solo Stove, BIC EZ Reach lighters, and GrubHub, among others.

According to a 2014 article by Forbes, Snoop earned $10 million in 2014 alone from concert sales, cameo feeds, and endorsements with brands such as Hot Pockets and Airbnb and was ranked among the highest-paid hip-hop artists that year.21 He also has a multi-year partnership with shoe brand Skechers and has his line of sneakers with the company.22 He credits Martha Stewart for advising him to partner with Skechers.23

His friendship with Stewart has produced a series of business collaborations. The pair started with a cooking show on VH1 called “Martha & Snoop’s Potluck Dinner Party,” which led to spinoffs “Martha & Snoop’s Potluck Party Challenge” and “Snoop and Martha’s Very Tasty Halloween.”24

The unlikely duo has also appeared in several commercials together, including for Tostitos, Skechers, and BIC EZ Reach lighters. Snoop and Stewart launched a brand of handbags called “Best Bud Bags” in partnership with BIC EZ Reach lighters.25