On Feb. 11, the rap icon announced his latest project is a collaboration with a major Canadian producer - a cannabis producer, that is. Snoop is teaming up with Tweed, an Ontario-based licensed provider of medical marijuana in Canada.
"We've been talking about this for well over a year," Tweed President Mark Zekulin told Civilized.
Even though Tweed plans to expand into the recreational market once the Trudeau government legalizes marijuana, the deal began around medicinal cannabis. As a medical marijuana company, Tweed naturally wanted to team up with Snoop, who is a medical marijuana patient in California. "But it is an an equally effective partnership to have in the recreational market," Zekulin added.
The three-year, renewable deal grants Tweed exclusive rights to content and brands owned by Snoop's company, LBC Holdings. What those brands and content will be is yet to be determined.
"That's the fun part," Zekulin said. "Details are yet to come. Right now, we're focusing on the partnership . We'll do some amazing stuff. What that amazing stuff is will take shape over the next few months."
In return, the rapper will receive an undisclosed amount of money and stocks.
We asked Tweed if the length of the contract length hinted at when we should expect Canada to fully legalize cannabis, but Zekulin said he knows as much about Trudeau's timetable as the rest of us right now.
In a prepared statement, the Doggfather characterized the deal as a huge gain for changing people's perspectives on cannabis worldwide:
"There are real social and medical benefits from the cannabis industry, and the world is seeing this positivity in a whole new way."
Snoop also lauded Canada as a pioneer in the cannabis industry:
"Canada has been at the forefront of the business model, and I look forward to being a part of the road ahead."
But while Snoop is warm to the Canadian industry, it may take some time for him to get used to the climate: "He's a guy from California, Zekulin said. "He's not used to Canadian weather. So he was happy to get out of the cold photo shoot in the park as quickly as possible."
He added that the partnership is a big win for the country, as well as Tweed.
"I think this is a great story for Canada and the marijuana sector. This partnership shows that there's something exciting happening here in the medical sphere and potentially the recreational sphere."
But will this deal create an arms race for celebrity partnerships among Canada's licensed producers?
"Who knows," Zekulin laughed. "There are a number of celebrities looking to get into this space. For us, we're focused on dealing with the best. We partnered with DNA Genetics because we believe they're the best breeding company in the world. We don't think there's anyone with the diverse credibility in this space as Snoop."
A busy year for Snoop
The deal is the latest in a whirlwind of business activity for Snoop Dogg. Over the last year, he's launched his own cannabis website, Merry Jane, and his marijuana product line, Leafs by Snoop. He also appeared on the debut of "Kocktails with Khloé" Jan. 20 and discussed his cannabis use.
The Tweed deal is Snoop's first foray into the Canada's marijuana market, but it's not his first contribution to Canadian cannabis culture. In June 2015, he was in Nova Scotia filming a guest appearance in a season 10 episode of Trailer Park Boys.
More recently, he hung out with Canadian reggae sensation Snow. (Remember Informer?)
Dogg and snow. Og shit pic.twitter.com/DcEUkQMooB
— Snoop Dogg (@SnoopDogg) February 12, 2016
No word yet on whether Snow will guest on Snoop Lion's follow-up to Reincarnated.