Snoop Dogg Joins ‘The Voice’, Gifts Death Row Records Chains to Contestants

Snoop Dogg, the legendary rapper and music mogul, has joined the coaching panel of NBC‘s “The Voice” for its 27th season, bringing not only his musical prowess but also unique incentives for contestants. The renowned artist is gifting Death Row Records chains to participants, a gesture steeped in hip-hop history and cultural significance.

Death Row Records, initially founded in 1991 by Dr. Dre, Suge Knight, The D.O.C., and Dick Griffey, played a pivotal role in shaping the West Coast hip-hop scene. The label launched legendary albums such as Dr. Dre’s “The Chronic,” Snoop Dogg’s “Doggystyle,” and 2Pac‘s “All Eyez on Me.” Despite its bankruptcy in 2006, the label experienced a revival when Snoop Dogg acquired it in 2022 from MNRK Music Group.

On this season of “The Voice,” Snoop Dogg’s iconic Death Row Records chains serve as more than just memorabilia. “These chains are a symbol of our shared journey and the dedication to the craft,” Snoop has implied, echoing the cultural importance of jewelry in hip-hop, where adornments often signify success and alliance. In hip-hop, jewelry, or “bling,” has evolved from simple displays of success to profound representations of achievement and affiliation.

Past judges on “The Voice,” like John Legend and Blake Shelton, have offered their own unique memorabilia to contestants, such as jackets and hats. However, Snoop’s Death Row chains carry a cultural weight that is hard to match. “A chain in hip-hop is more than an accessory; it’s a banner of respect,” said hip-hop historian Jacquie Rae.

Throughout hip-hop history, similar gestures have marked major milestones for artists. Kanye West, for example, was given a Roc-A-Fella chain early in his career, symbolizing his acceptance and status within the music industry. Roxanne Shanté, a hip-hop artist from the 80s, received a Juice Crew ring, reflecting her position within the influential Queensbridge collective.

As Snoop Dogg takes his place on “The Voice,” his contributions to both the show and hip-hop culture broadly resonate with fans and contestants alike, making this season particularly memorable. The distribution of Death Row chains not only reinforces Snoop’s musical legacy but also underscores the tight-knit community he fosters among emerging artists.