Renowned rapper and cultural icon Snoop Dogg emphasizes his commitment to collaborating exclusively with brands and companies that actively contribute to community support. His approach highlights a strong sense of social responsibility in his professional endeavors, reflecting his values and dedication to uplift his surroundings.

In a revealing interview with Time, published on Wednesday as part of their feature on the 100 Most Influential People of 2025, Snoop Dogg shared insights into how he successfully navigates partnerships with various brands. He articulated his belief that every collaboration should be approached with a philanthropic mindset, ensuring that the impact goes beyond mere profit and reaches into the heart of community empowerment.

“You can pay me, but that ain’t all we doing,” Snoop stated, emphasizing the importance of community initiatives in addition to financial compensation. “We gonna make sure you take care of this community initiative that I have. And it could be silent or it can be loud, but that’s a part of the deal as well.” This highlights his desire to merge business with meaningful social contributions, ensuring that any partnership aligns with his values and benefits the community.

When questioned about the potential risk of diluting his brand through excessive collaborations, Snoop Dogg articulated a nuanced perspective. “The way you framing it, with all due respect, is like I’ll do anything,” he continued. “I want you to frame it like I’ll do anything if I own the brand. That’s a big difference. So me marketing and branding for a company — if I don’t own it, I ain’t f—ing with it.” This statement reflects his strategic approach to brand partnerships, prioritizing ownership and authenticity.

Recently, Snoop took a brief hiatus from his numerous business ventures to collaborate musically with country artist ERNEST. Together, they released their latest track “Gettin Gone” on April 9, which marks an exciting addition to both artists’ repertoires. This song is part of an upcoming project on DeVille Records, a label launched by Ernest in partnership with Big Loud Records. The track was co-written by a talented team, including Snoop Dogg, showcasing the crossover appeal of his artistry.

In addition to his musical endeavors, Snoop Dogg recently announced his upcoming gospel album titled Altar Call, which is scheduled for release on April 27. This project signifies his diverse musical influences and his desire to explore different genres, further enriching the landscape of contemporary music.