When Snoop Dogg announced his acquisition of Death Row Records last month, fans were thrilled that the legendary rap label was being resurrected.

We were less thrilled when, weeks later, most of the Death Row catalog disappeared from streaming platforms.

The sudden removals were swiftly linked to Snoop’s unusual plans for the brand.

“Death Row will be an NFT label,” the Doggfather announced in February.

“We will be putting out artists through the metaverse… Just like we broke the industry when we was the first independent to be major, I want to be the first major in the metaverse.”

The first trial of the experiment was Snoop’s 20th studio album, BODR (Bacc on Death Row).

The LP was made available in a limited edition NFT version, which offered three exclusive bonus tracks and a range of exclusive bonuses. Each of the 25,000 copies cost a cool $5,000.

“If anything is constant, it’s that the music industry will always be changing,” Snoop said in a statement.

Blockchain tech has the power to change everything again and tip the table in favor of the artists and the fans, and we’re going to be right at the front of the pack.”

The benefits for Snoop soon became clear: the NFT sale reportedly generated over $45M within five days of the drop.