Snoop Dogg’s metaverse debacle: how Web3 proved a rare misfire for a rapper known for his marketing savvy

performer Snoop Dogg wearing a white jacket and sunglasses singing onstage (Credit: Scott Legato—Getty Images)

Hi everyone, it’s Marco, filling in for Jeff on this summer Friday. Fortune Crypto recently published a feature on the scuffling metaverse world that explores how a bid from Snoop Dogg to create a virtual empire is looking more and more like a house of cards.

You may recall the 51-year-old rapper partnered with the Web3 outfit the Sandbox during the height of the metaverse craze in September 2021, putting his name on a giant estate called the “Snoopverse.” For its part, the Sandbox touted the prospect of being Snoop’s “neighbor” and sold off hundreds of virtual parcels of land at eyebrow-raising prices—someone even paid nearly half-a-million dollars for the privilege.