Uncle Snoop. Big Snoop. The Dogfather.
Everybody knows Snoop Dogg.
Ever since Snoop hit the scene in 1992 with Death Row, he’s been going non-stop, and 30 years later, one could argue that he’s more relevant now than he was at the beginning of his career.
In fact, I think we can all agree that Snoop Dogg is an ICON.
His rise reminds me of my two favorite strategy books by Douglas Holt, How Brands Become Icons & Cultural Strategy.
In those two books, Holt distills the formula behind the rise of iconic brands like Snoop. Today we’re taking a look at the rise of Snoop through the lens D.B. Holt’s formula on cultural strategy.
IT ALL STARTS WITH RECOGNIZING THAT ICONIC = CULTURAL
Holt says that Iconic brands are brands that have also become cultural brands.
But how exactly does that happen?
Well… by performing identity myths. These myths are simple stories that resolve cultural contradictions (i.e. they address the desires and anxieties of everyday people)
The contradictions are apparent by looking at the national ideology and a populist world. Upon doing so, a brand can identify a myth market and then perform an identity myth to solidify the brand’s place in culture — it’s lowkey magic.
For Snoop, let’s take a look at how it’s done:
A NATIONAL IDEOLOGY TOOK FORM IN THE 90’S
“This is a national ideology, a system of ideas that forges links between everyday life – the aspirations of individuals, families, and communities— and those of the nation”
The thing to remember is that the national ideology shifts every so often – new trends, new politicians, etc. emerge constantly – all of which lead to a change in the national ideology.
But, again, how does a brand become iconic?
They do so by tapping into a new ideology at a pivotal moment in history.
Then, when tensions between the ideology and individual experience occur it produces intense desires and anxieties that require resolution i.e. a new brand myth.
For Snoop, the pivotal moment occurred in 1991 in Los Angeles…
In ‘91, Rodney King was assaulted by LAPD officers on camera after a routine traffic stop. He was dragged out of the car and beaten for several minutes by batons while lying on the pavement. The officers involved were acquitted of any wrongdoing even though the beating was captured ON. VIDEO.
What ensued is the next 6 days is known as The LA riots.
The LA riots signified a huge cultural shift: African Americans migrated to Los Angeles between the 1940s and 1970s hoping to find better opportunities. In those 3 decades, the population went from 60, 000 to almost 750,000 and grew by the 1990s.
As such, Los Angeles was considered a “promised land” for Black Americans – a working class family could make a decent living and those who hoped to escape the inner city violence that occured in other parts of the U.S. could find refuge there 1
However, with crack flooding the streets, and sweeping reform on drugs soon to follow, the Rodney King trial created a powder keg where suddenly all eyes are on Los Angeles. And, with that magnifying glass came increased attention on street culture.
THAT PAVED THE WAY FOR A POPULIST WORLD TO FORM
Art imitates life (or rather sometimes art imitates life) and street culture was coming to the forefront across all artistic mediums.
Directors like John Singleton (RIH) helped co-author LA’s inner-city myth with his movie Boyz N Da Hood. At the same time, 2pac made his acting debut in Juice, another film that helped contribute to the myth-building around life in the inner city for Black youth.
These things helped position gangsta rap as the soundtrack of the culture, and with rap groups like N.W.A. hitting the scene at the same time it was clear that a new national ideology/populist world had formed; An ideology fueled around street culture.
That’s when something dramatic occured: NWA’s main producer Dr. Dre left.
After Dr. Dre left NWA, he linked up with Suge Knight who was just starting Death Row records, and with Dre came a young Snoop Dogg.
SNOOP PERFORMS HIS 1ST IDENTITY MYTH
An effective cultural strategy creates a storied product, that is, a product that has distinctive branded features (mark, design, etc.) through which customers experience identity myths
Snoop already had the potent ingredients to perform the myth. It was 1992, and Gangsta rap was already a force because of NWA. All Snoop needed was right the brand features to reflect the national ideology — features he already had:
- He was from Long Beach California
- A member of a notorious street organization
- Dr. Dre Co-sign
- Death Row Records Affiliation
However, to perform the myth properly, Snoop had to locate the right tension in society and resolve it with his music.
Easy enough. because in rap, especially gangsta rap, that tension never changes.
The tension arises because it’s a fantasy to most people. Though the experiences behind the music are very real, the listening experience is taboo, which gives it substance. Enough substance to perform an identity myth, which Snoop does courtesy of Dr. Dre, who had him appear on one of the most pivotal albums in rap history: The Chronic
With the right ideology (street culture), and the right features (Snoop’s affiliations/co-signs) all Snoop had to do was be himself and the rest is history (see “Nuthin’ But A G Thang” below for an example)
Snoop was able to solidify himself as force in gangsta rap because of his work on The Chronic, and it paved the way for him to become even bigger on his debut album ‘Doggystyle’ – the very first rap album to debut at #1 on the billboard charts.
AND OVER TIME HE REINVENTS THE MYTH TO STAY FRESH
“The brand is a historical entity whose desirability comes from myths that address the most important social tensions of the nation.”
Holt says that after a certain amount of time, myth markets become destabilized by cultural disruptions. In layman’s terms that just means that values will eventually change:
Over the years Snoop’s identity myth has shifted with the times going from:
Ideology = Failed Promise Land. Myth = Gangster in the 90’s
Ideology = Sophistication. Myth = Gangster/Player, in the early 2000’s
Ideology = Resurgence of Stoners. Myth = Rastafarian in 2010’s
Ideology = Enlightenment. Myth = Elder/OG in the 2020’s
However, one of Snoop’s myths has remained constant: The stoner
Snoop Dogg’s ability to tap into his stoner has served him well over the years, and as the national ideology shifted from seeing stoners as slackers to enlightened, mellow, hippies, Snoop helped to co-author the new myth around weed. And, with each generation, his brand continued to shine.
Look at some of the “weed” themed things Snoop has done in the past 5 years:
Wiz Khalifa & Snoop went to school… And Made an Album
He even introduced his very own weed line: Leafs by Snoop
BUT… WHAT’S THE BOTTOM LINE?
The takeaway here is that Snoop has been able to stay relevant because he’s reinvented himself every few years. He appears in different mediums, industries, and with people like Martha Stewart and none of his moves feel disingenuous because of the groundwork that he’s laid years prior.
There are a ton of ways to build a brand, but if you’re looking to become iconic, especially in rap, Snoop is the blueprint. And, after 30 years in, I’m willing to bet that he’s just getting started.
Peace.