Snoop Dogg and his son Cordell Broadus are launching Death Row Games with an aim to provide a platform for minority developers.
The father-son duo have already entered into a number of business partnerships together, having launched an interactive restaurant concept with Food Fighters Universe and a comic book in the form of an NFT.
The company, an offshoot of Death Row Records which was acquired by Snoop Dogg in 2022, will use the Unreal Editor for Fortnite (UEFN) application to design, develop and publish content in the Fortnite ecosystem.
In an interview with AfroTech, Cordell Broadus reflected on once again teaming up with his rap legend father: “I think it’s dope for a father and a son to be working together for one, and for two he’s 51 years old.
“So he may be out of touch with some of these things. And I’m always there to keep him up to speed and translate information to him in a tone that he can understand. I think that’s more important… but just as much as I’m giving him game he’s given me the keys to make these decisions with a IP as big as his.”
In the interview, the 26-year-old also revealed that he had also begun working with the estate of his father’s former Death Row labelmate, 2Pac.
“Since I’ve been able to consult for Snoop Dogg, I’ve been hired by the Tupac estate and other conglomerates, and it’s cool to see by him allowing me to just do trial and error, because I don’t have it all figured out,” Broadus said.
“I’m just going with my gut and checking the pulse of the culture. It’s just dope to see that we both can empower each other on new information, and he can empower me on just giving me access to you, all his resources, and his IP.”
Snoop’s son also discussed his aims for Death Row Games, saying: “We felt like let’s really put resources into building Death Row Games and making a home for diverse creators in the gaming ecosystem and be a part of the narrative, the storytelling of what the next game should be looking like.
“And I keep saying, ‘Show representation of the culture in these sectors,’ versus us just being the talent. We wanted to make sure that we’re part of the decision that’s being made and more importantly tell these stories from diverse creators and focus on creatives in underserved communities.”
Since becoming the owner of Death Row — the label where he was once a flagship artist between 1992 and 1998 — Snoop Dogg has sought to re-establish the brand while signing a number of new artists such as Jane Handcock, October London and Merkules.
Tha Doggfather also recently launched Death Row Cannabis and brought the label’s iconic catalog back to streaming services after more than a year away.