In 2022, Calvin Broadus, also known as Snoop Dogg, bought Death Row Records to regain ownership of his recordings, pay homage to the founding artists for their contributions, and create a label that would engage fans by sharing in the monetization of the recordings. The advent of Web 3.0 blockchain technology inspired Snoop to make Death Row an NFT (non-fungible token) label to engage fans in a new way and to assist artists on the label in regaining control over their creations and their careers. This case introduces the legalities of copyright ownership in compositions and recordings and discusses how royalty payouts work from those copyrights for songwriters and performing artists using traditional downloaded albums versus NFTs. It will examine how NFTs and other Web 3.0 technologies can enable artists to recapture lost rights and gain sovereignty over their careers. The case encourages students to appraise how new technologies enhance an artist’s offerings and consider the social justice ramifications of how marginalized communities can strengthen their positions of power and sovereignty over their careers.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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