With its $1 billion SPAC deal to take the organization public this year, esports lifestyle brand FaZe Clan is riding high. Once the transaction is completed, FaZe Clan will be listed on the Nasdaq with the ticker symbol FAZE. Helping to steer the company as a new member of its board of directors will be hip-hop legend and owner of Death Row Records, Snoop Dogg, who announced recently that he’s also joining the FaZe Clan team of content creators.
Snoop said that it was his son who first introduced him to FaZe Clan: “The youth identifies with their brand and that’s something my son Cordell knew, which is why he brought us together.”
FaZe Clan has succeeded in esports because of its ability to blend entertainment youth culture and gaming. Merchandising, content creation, and sponsorships represent far greater revenues than competitive gaming. The formula has worked, as FaZe has attracted partnerships with hip-hop artist Offset, NBA star Ben Simmons, Twitch streamer Nickmercs, and many more. FaZe is one of several esports companies that has deliberately tapped into urban culture (including fashion, music, sports, and gaming) to grow brand awareness and revenues.
The addition of Snoop Dogg to FaZe could be a way for the organization to connect with a slightly older audience. While esports is generally more attractive to Gen Z and Millennials, the 50-year-old rapper (who recently performed at the Super Bowl Halftime Show) could help bridge the gap to Gen X who grew up with the Atari and NES. Snoop is also no stranger to gaming, as he’s appeared in multiple video games, including Def Jam: Fight For NY and True Crime: Streets of LA. He also served as an announcer in DLC for Call of Duty: Ghosts and has competed against influencer Dr Disrespect in Madden NFL 21.
Content from Snoop Dogg is very likely to resonate with FaZe fans too. According to Interpret’s New Media Measure®, 45% of esports viewers report listening to hip-hop or rap, which is higher than PC/console gamers in general (39%), and the general US population (36%).