During the late summer of 2009, Snoop Dogg became a hip hop president. Already having been in charge of his own label for a decade and a half, Snoop was given the reigns to Priority Records. The label had been on a hiatus for nearly ten years. In 2008, EMI revived the label and placed it under the Capitol Records Group. When looking for a person to run the label, they looked no further than Snoop Dogg.
From 1998 until 2003, Snoop Dogg was on the label and he was their highest-selling artist. But, in 2004, he left the label to reunite with Dr. Dre over at Interscope Records. After five years over there, Snoop Dogg was searching for a way out. In 2008, he had announced a new deal to record music on a record label owned by MTV. For unknown reasons, this deal fell apart and when he was offered the deal to return to Priority, Snoop Dogg did not think twice.
Under the deal, Snoop Dogg became the Executive Vice President of Artist Development at the label. This gives him the authority to sign as many acts to the label as he would like to. In addition to that, his Doggystyle imprint was moved from distribution under Koch and Geffen Records to an exclusive distribution deal with Priority Records. All of the artists were transferred over to the label.
The first act signed to the Snoop Dogg-run Priority Records was 213, which he followed by the signing of Mac Dre and now he has signed Cypress Hill to the label. Snoop Dogg stated that he was going to use his new position to revive the West Coast hip hop scene. Now that a rapper is in charge, he feels that they can now begin to do things for themselves. Not only does Snoop sign artists to the label, he also decides who will release their album and when they will do it.
Snoop Dogg has no plans of stopping with this signing; he has more moves in store that will be announced in the future. The first album released under this new label was Snoop’s own tenth studio album, Malice ‘n’ Wonderland.