“In the city, city of Compton … ” Go ahead, let your brain sing the rest of the song. 2Pac and Dr. Dre’s Grammy-Award winning track “California Love” topped the charts in the mid 90s, adding to Death Row Records acclaim as a hit-making label. The West Coast franchise launched in 1992 under the leadership of Marion “Suge” Knight and Andre “Dr. Dre” Young. A year later, the label signed Calvin “Snoop Dogg” Broadus, Jr. and released his first album, Doggystyle, which debuted at No. 1 on the Billboard 200.
Skip past the conflicts and tragedy that defined Death Row in the late 90s and flash forward to 2022. Snoop Dogg, who found his start with the label before ultimately parting ways, took control of the company in February of last year and acquired rights to its trademarks. The label endured decades of controversy, bankruptcies, and multiple owners, but Dogg’s leadership is giving the brand a new foundation from which to build.
Part of his approach to making the label relevant for today’s audience includes a segment devoted to cannabis. Death Row Cannabis, launched in Dec. 2022, is focused on offering quality products at an affordable price. Cannabis & Tech Today spoke by phone with Death Row’s legacy cultivator AK and Dogg’s sound engineer and self-described “weed confidant,” Shaggy. They discuss cultivation, technology, and what sets Death Row Cannabis apart from the competition.
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