Snoop Dogg introduces NFT pass for upcoming concert tour

Snoop Dogg discography – Snoop Dogg at City Stages – CC BY-SA

Renowned rapper Snoop Dogg is once again pushing the boundaries of Web3 technology by announcing the launch of the Snoop Dogg Passport, a series of NFT tickets that grant exclusive access to content and experiences related to his upcoming concert tour starting July 7 in Vancouver.

Each Snoop Dogg Passport NFT is created on the Ethereum scaling network Arbitrum and is available for purchase at 0.025 ETH, equivalent to approximately $43. Unlike traditional tickets, there is no limit on the supply and fans can acquire up to 100 passes in a single transaction.

Described as an “evolving digital tour collectible,” the Snoop Dogg Passport NFT offers holders the privilege of accessing behind-the-scenes footage and exclusive content from the High School Reunion Tour, featuring collaborations with Wiz Khalifa, Too $hort and Warren G.

In addition to unlocking exclusive digital content, the NFT tickets also give holders special privileges, including access to merchandise, ticket sales and personalized music playlists. As an added bonus, purchasers of the NFT will receive a unique piece of digital artwork from the Snoop Selects collection, featuring contributions from talented artists such as Terrell Jones, Coldie and Alien Queen.

The NFT drop was made possible through a partnership with Transient Labs, facilitated by talent agency WME.

“With the Passport series, I can give my fans the opportunity to travel the world with me—no one’s ever done that. I’ve always been a pioneer, and digital merch is part of the future. I’m hoping other artists can see what I’m doing and continue to innovate on their own,” the 51-year-old rapper said.

Snoop Dogg’s Web3 forays

Snoop has consistently embraced Web3 technology over the past two years, solidifying his position as one of the most prominent musicians in the digital realm.

His notable collaborations include the creation of NFT collectibles in partnership with the creator of the Nyan Cat meme, the launch of avatars and virtual real estate in the metaverse game The Sandbox and a partnership with crypto casino Roobet.

Established as a division of Raw Entertainment B.V. in 2019, Roobet has garnered significant attention, with users placing over 3 billion wagers on the site. Despite operating exclusively in select markets, the crypto gambling platform has managed to attract a dedicated following.

This recent collaboration with Roobet adds to Snoop Dogg’s growing roster of Web3 endeavors. Last summer, the artist joined forces with Food Fighters Universe, a startup founded by crypto entrepreneurs Andy Nguyen, Kevin Seo and Phillip Huynh.

Together, they launched Dr. Bombay’s Sweet Exploration, an NFT-themed restaurant offering an immersive retail dessert experience. This venture, alongside Food Fighters’ Bored Ape Yacht Club-based Web3 eatery venture, Bored & Hungry, exemplified Snoop Dogg’s commitment to pushing the boundaries of digital innovation.

While Snoop Dogg stands out as a prominent artist venturing the Web3 sphere with his various collaborations, other artists are also exploring the potential of NFTs in relation to concerts and events.

Heavy metal band Avenged Sevenfold, for example, collaborated with Ticketmaster in March to introduce a token-gated ticket sales feature, rewarding fans who hold their NFTs with exclusive merchandise, event perks and immersive interactions with the band’s content.