Why Master P & Snoop Dogg’s New Joint Venture Is About More Than Chips

Master P and Snoop Dogg have entered a 50/50 partnership with Rap Snacks. Master P, whose real name is Percy Miller, serves as the company’s co-founder, alongside CEO and co-founder James Lindsey. The new venture with the former rappers-turned-moguls is a snapshot of the accelerating pace of black business growth and collaboration in the spirit of what Kanye West recently dubbed, #BlackFutureMonth.

Rap Snacks featuring Snoop Dogg

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On the Instagram post, Master P stated “We are family and there’s enough for all of us to eat. We agreed on a 50/50 partnership. I’m committed to continuing educating and giving our people the blueprint on building economic empowerment.” 

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The deal will create a new series of chips titled Snoop Dogg Icon Chips, which will consist of 3 different flavors. Snoop Dogg was also brought on as Brand Ambassador for Rap Snacks. Snoop will receive 50% of any proceeds from his Snoop Dogg Icon Chips.

While Snoop is making money moves in the boardroom, he’s also keeping the music upfront with his Super Bowl Halftime performance, and the release of his 18th studio album BODR (Back On Death Row) on death row records, which he recently acquired.

Master P and Snoop Dogg have a business relationship that stretches back decades and Snoop credits P with teaching him many lessons in business. In 1998 Master P signed Snoop Dogg to his legendary No Limit Records. Snoop recorded 3 albums on the label and credits Master P with giving him the knowledge to run his own label imprint, Doggy Style Records.