Snoop Dogg may be the king of cool, but behind the laid-back charm is a sharp business mind and a massive heart. Named one of TIME’s 100 most influential people of 2025, the Doggfather sat down with the magazine to reflect on his ever-expanding empire — and the mission that fuels it.
From cannabis to cookbooks, fashion to fire pits, Snoop’s reach in business is undeniable. But for him, it’s not just about checks and deals. “You can pay me, but that ain’t all we doing,” he told TIME. Every endorsement must include a community giveback clause — silent or loud, but always real. “That’s a part of the deal as well.”
And when asked if he’s worried about diluting his brand, Snoop didn’t miss a beat: “The way you framing it, with all due respect, is like I’ll do anything. I want you to frame it like I’ll do anything if I own the brand. That’s a big difference.” Ownership over opportunism — that’s the Snoop code.
His community-driven approach became even more evident earlier this year when wildfires tore through his hometown of Los Angeles. Appearing on Jimmy Kimmel Live!, Snoop explained how he and his team hit the ground running — not just donating, but making sure every affected family was actually receiving aid. And now, thanks to his efforts, a major bank has stepped in to help those who lost their homes.
This is what a real mogul looks like in 2025: rooted in purpose, grounded in community, and unstoppable in vision.
