Snoop Dogg has ginned up a juicy new pact with NBCUniversal Entertainment & Studios, which has launched what it deems a “new creative partnership” with the hip-hop star and his Death Row Pictures production shingle.

The expansive deal with NBCU is across film, television, sports entertainment and streaming, as announced Wednesday by NBCUniversal Entertainment & Studios Chairman Donna Langley.

“Audiences around the world love Snoop and connect with his unparalleled showmanship and artistry,” Langley said in a statement. “Those of us lucky enough to be in his orbit also know his incredible business acumen, endlessly creative spirit and the unapologetic authenticity that he brings to every project. There’s only one Snoop, and we’re so excited for him to join our unbelievable roster of creative partners.”

Snoop Dogg has already been in business with NBCU on a number of fronts — including serving as a judge on “The Voice” and appearing as part of NBC and Peacock’s coverage of the 2024 Olympic Games in Paris. Under this new pact, he’ll return to “The Voice” as a coach in Season 28 this fall. Snoop was previously a coach on the show’s Season 26 last fall. He had also previously signed a deal for a reality show about his family on E!, “Snoop’s Fatherhood: Cori and Wayne’s Story,” which ran at the end of last year.

“Snoop Dogg Secures Major Deal with NBCUniversal: Death Row Pictures and a Return to The Voice

Snoop Dogg continues to make big moves, with his latest project being a Universal film based on his life, the first film to emerge from the newly established Death Row Pictures. Announced in 2022 after Snoop acquired Death Row Records, the film is being written by Joe Robert Cole and produced by Snoop, Brian Grazer, and Death Row Pictures President Sara Ramaker. Although Allen Hughes was initially slated to direct, he is no longer involved in the project.

This collaboration marks a significant step for Snoop Dogg and Death Row Pictures, which is set to be based on Universal Studios’ lot. Alongside Snoop and Ramaker, the team includes Kevyn Woods, Keifer Moore, and Torre Blake. In a statement, the company emphasized that this “strategic evolution cements the brand’s influence beyond music, ushering in a new era of innovative onscreen storytelling.”

Snoop Dogg expressed his excitement, saying, “Not everyone has the courage and vision to see what Death Row Pictures can bring to the table, but Donna and the NBCUniversal team have always understood, which is why I am proud to call NBCUniversal my new home. The Dogg has officially moved into the neighborhood, ya dig?”

This deal with NBCUniversal is just one part of Snoop’s expanding relationship with the company. He has also played a key role in NBC’s coverage of the 2024 Olympics and continues to collaborate with Universal on the biopic surrounding his acquisition of Death Row Records.

In addition to his film work, Snoop is finishing a gospel album, Altar Call, due to release on April 27, following his December joint LP Missionary with Dr. Dre. Recently named one of Time‘s 100 Most Influential People of 2025, Snoop discussed how he balances music with his other ventures, including his latest deal with NBCUniversal. “People think I get caught up in commercials and movies and TV and fail to realize that my foundation is music,” he said. “There’s none of it without the music.”

With these ongoing projects and his expanding media empire, Snoop Dogg proves once again that he’s a force to be reckoned with across industries.”