Snoop Dogg and Son Launch New Gaming Venture to Empower Diverse Creators

Hip-hop legend Snoop Dogg and his son Cordell Broadus have announced the launch of their new gaming venture, Death Row Games. The startup, an offshoot of the iconic Death Row Records label, aims to support minority developers and artists in the gaming industry.

BET Hop Hop Awards 2016 - Inside
BET Hop Hop Awards 2016 - Inside / Prince Williams/GettyImages

Death Row Games will use the Unreal Editor for Fortnite (UEFN) application to design, develop, and publish content in the Fortnite ecosystem

The father-son duo said they want to provide a platform for diverse creators and storytellers to showcase their talents and perspectives.

"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,” Broadus said. “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."

Broadus, who is also a filmmaker and entrepreneur, said:

He has been working with his father on various projects, including a comic book as an NFT and an interactive restaurant concept with Food Fighters Universe. He is grateful for the opportunity to learn from Snoop Dogg, one of the most influential figures in hip-hop and entertainment.

"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 the game, he’s given me the keys to make these decisions with a IP as big as his,” Broadus said."

Death Row Games is expected to release its first content soon. The startup has received positive feedback from fans and industry insiders, who are excited to see what the father-son team will bring to the gaming world.