LONDON (Hypebot) –
Can an 80's Hip-Hop success story breathe new life into one of the genre's original labels? EMI Music apparently thinks so, and has named Snoop Dogg to the new position of Creative Chairman of its Priority Records label. He will also release a new studio album for Priority that EMI will bring to fans around the world. Ted Chung, Snoop’s long-time creative associate and manager at Stampede Management, will become Brand Strategist at Priority.
As Creative Chairman of Priority, the label that helped established West Coast Rap, Snoop will help re-launch Priority and according to EMI "drive efforts to maximize untapped digital and branding opportunities". He will also serve as Executive Producer for a series of Priority releases commemorating the label's 25th anniversary in 2010. Priority’s catalog includes Snoop, N.W.A, Eazy-E, Master P, Ice Cube, Westside Connection and EPMD.
From the press release:
“Starting fresh with EMI is a great feeling. It’s a new partnership, a new Priority Records, and a new Snoop Dogg: the Creative Chairman…the Boss Dogg…the Dogg Father,” said Snoop. “The business model we’ve developed will bring the musical heritage of groups like N.W.A. to the forefront. And you definitely got to get ready for my new album “Malice N Wonderland” in December to kick it all off — this is going to be the most potent dose of Snoop Dogg yet!”
“The world knows and loves Snoop as a unique and undeniably influential artist. His innate understanding of the urban music scene and his ability to strike a chord with fans, time and again are why he has built a successful career,” said Nick Gatfield, President, New Music for EMI Music in North America, UK & Ireland. “EMI’s mission is to truly understand and serve music fans around the world, and we recognize that Snoop is a creative talent who ‘gets’ his fan base and recognizes great music and entertainment trends. We join with millions of fans around the world in anticipation of a new Snoop album and the other exciting projects that Snoop will drive at Priority.”
“Snoop has been a huge force in Rap and a big influence on the Urban genre in general,” said Leonard Brooks, Senior Vice President of Urban A&R for EMI Music in the US. “In addition to possessing an original artistic voice, Snoop is also a true tastemaker, trendsetter of style and a global ambassador of Hip-Hop. We’re elated to release his next record, and to have Snoop re-introduce some of the most ground-breaking Rap recordings to new fans as Creative Chairman of Priority Records.”
"We’re excited to have such a talented artist and urban music legend like Snoop at Priority. We look forward to working with him to showcase this legendary label’s music to a new generation of fans,” says Bill Gagnon, Senior Vice President and General Manager of EMI Music North America’s Catalog division. “Snoop is the ideal cultural and musical visionary to join our team as we celebrate Priority’s 25th anniversary and take this pioneering label into the future."