Snoop Dogg Brings Death Row Music Catalog to TikTok
Written by djfrosty on February 14, 2023
The catalog of Death Row Records, which includes canonical rap albums like 2Pac‘s All Eyez On Me and Snoop Dogg‘s Doggystyle, is now available on TikTok.
Snoop Dogg acquired the Death Row catalog last year and pulled it from streaming services, though Dr. Dre‘s The Chronic returned to platforms earlier this month, licensed to Interscope Records, in honor of the album’s 30th anniversary. The SoundOn deal marks the remainder of the Death Row catalog’s first official online release since it was pulled from streamers in February 2022.
“Since I took Death Row off streaming almost a year ago, not a day goes by without people asking me to put it back up,” Snoop Dogg said in a statement. “As the Super Bowl rolled around, I knew fans would be looking for the music from our iconic performance in 2022, so I wanted to reintroduce the most historic catalog to the people.” He added that Death Row releases “will be back on streaming services real soon.”
TikTok is touting the exclusive partnership, which launched on Sunday (Feb. 12) and continues for the rest of the week, as the “first-ever catalog reissue to release exclusively through SoundOn,” the distribution and marketing service the company launched in 2022. (SoundOn will distribute Death Row music to ByteDance platforms only, not to streaming services, once the exclusivity window ends next week.)
SoundOn was initially conceived to help “new and undiscovered artists,” according to TikTok global head of music Ole Obermann.
“We were hearing from a lot of artists that they loved being on TikTok and trying to build their community and hopefully reach really big audiences, but they were pretty overwhelmed, they didn’t really understand how to get onto TikTok, get music onto TikTok, get an account set up on TikTok, figure out how to position themselves in the right way,” Obermann told Billboard last year. “So what we came up with was, let’s have a special entrance into the platform that’s only available to these new and undiscovered artists, and then we’re gonna have a chance to work much more closely with them if this is the route they choose to come in. The goal is, really, that we find the promising artist and we walk them from the backstage door right onto the main stage and they’re there, they’re performing, it’s an incredible show and they’ve found their audience.”
Artists who have worked with SoundOn include Muni Long and Nicky Youre. It was initially only available in the United States, the United Kingdom, Brazil and Indonesia but launched in Australia earlier this month.