Snoop Says He Only Partners With Brands That Support His Community

Snoop Dogg is more than just a rap legend—he’s a businessman, a mentor, and a community leader. In his latest interview with TIME, as part of their 2025 list of the 100 most influential people, Snoop opened up about how he chooses who to work with. His message was simple: if you’re not giving back to the community, he’s not interested.

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“You can pay me, but that ain’t all we doing,” he explained. “We gonna make sure you take care of this community initiative that I have. And it could be silent or it can be loud, but that’s a part of the deal as well.”

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This statement came at a time when Snoop was under scrutiny for his appearance at a Trump-related event. The backlash was intense, with critics questioning his motives and calling out the apparent contradiction between his political views and the performance. Some fans even unfollowed him on social media, accusing him of selling out.

In response, Snoop posted a calm but firm message on Instagram: “I’m cool. I’m together. Still a Black man. Still 100% Black.” He encouraged people to respond to hate with love and reminded everyone that he stays true to his roots.

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That truth is reflected in everything he does. From launching Doggyland, a children’s media platform that promotes positive messages, to founding the Snoop Youth Football League in South Central L.A., he’s consistently invested in uplifting the next generation. The league has helped send kids to college and even into the NFL.

Snoop is also very intentional about ownership. “If I don’t own it, I ain’t f***ing with it,” he told TIME, shutting down the idea that he’ll slap his name on just anything for a check.

Despite the noise, Snoop Dogg continues to stand on business—and community. Whether it’s a snack brand, a TV show, or a new song, if his name is on it, the culture and the people come first.

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