Last year, rapper Snoop Dogg acquired the Death Row brand from MNRK Music Group, which included purchasing the label's recordings catalog. As a result, he decided to remove the Death Row catalog from streaming platforms.
Last year, Snoop Dogg acquired the Death Row brand and subsequently bought the label's catalog of recordings.
He removed the Death Row catalog from streaming services but recently partnered with TikTok to make it available to stream exclusively on the app for a week. Snoop Dogg announced that the catalog would return to all streaming services on March 9.
In the same week, it was revealed that former Apple Music Global Creative Director Larry Jackson's new $1 billion-backed company, gamma, had struck a deal with Snoop Dogg and the Death Row catalog.
The partnership includes a long-term licensing agreement, which provides gamma with the exclusive worldwide rights to market and distribute the Death Row Records catalog.
Distribution and services company Vydia, recently acquired by gamma, will distribute the music exclusively. Additionally, gamma will release two new albums from Snoop Dogg, and Death Row will become an active label again, with plans to sign new artists. The reintroduced catalog includes albums from Dr. Dre, Snoop Dogg, and 2Pac.
The partnership with TikTok provided a marketing opportunity, giving fans an opportunity to cut videos to classic songs from the catalog, resulting in millions of uses
by//Media Tower
