Calvin Broadus Jr.—better known to the world as Snoop Dogg—has always been more than a hip-hop star. From his breakout in the early 1990s to his current status as a pop culture icon, Snoop has continuously evolved, stretching his influence far beyond music. Entrepreneur, community advocate and entertainment mogul—Snoop Dogg embodies what it means to build a lasting legacy rooted in creativity, business savvy and social impact.
In May, Snoop stepped onto an entirely different stage: delivering the 2025 commencement address at the University of Southern California’s Marshall School of Business. According to the school, the decision to select him reflected his resilience, entrepreneurship and authenticity—qualities the next generation of leaders are being called to embrace.
“Success isn’t just about making it—it’s about making a difference,” Snoop said in a statement ahead of the ceremony.
A Memorable Commencement
On May 16, 2025, Snoop Dogg delivered the commencement address at USC Marshall, addressing a sea of graduates at the Los Angeles Memorial Coliseum. It was a speech that blended wisdom, wit and West Coast cool—proof that life lessons can come wrapped in charisma and cultural relevance.
“Success isn’t measured by how much you got, but by how many lives you touch along the way,” he told the graduating class, urging them to lead with purpose and heart. Drawing from his journey—from Long Beach to global fame—Snoop emphasized resilience, adaptability and staying true to yourself as essential tools for navigating business and life.
He also encouraged graduates to challenge convention. “Don’t just follow a path—make your own. Innovate. Collaborate. Elevate,” he said. In a crowd-pleasing moment, Snoop punctuated his message with a classic, “And most of all—keep it real, baby.”
USC Marshall Dean Geoffrey Garrett praised the decision to invite Snoop as “bold and overdue,” citing the rapper’s impact across music, entrepreneurship and community activism. “He’s an authentic changemaker,” Garrett said in a press release, “and a perfect voice for the next generation of leaders.”
Snoop’s remarks were a milestone for the institution and a cultural moment—affirming that business leadership is evolving to celebrate authenticity, diversity and social impact.
Corde Broadus, Shante Broadus, Snoop Dogg, Allen Hughes and Cordell Broadus at the premiere of “Dear Mama” held at The Ted Mann Theater on April 18, 2023 in Los Angeles, California. (Photo by Gilbert Flores/Variety via Getty Images)
Leading with Authenticity
For USC Marshall, inviting Snoop Dogg to address graduates was about more than celebrity appeal. It was about highlighting the values that define true leadership: innovation, perseverance and community spirit.
“Snoop’s personal journey from Long Beach to global success exemplifies the power of creativity, resilience and entrepreneurship,” USC Marshall said in a release.
Indeed, Snoop’s career is a blueprint for strategic evolution. After skyrocketing to fame with the release of his debut album Doggystyle in 1993, he quickly demonstrated that he was not content with staying in just one lane. Music was only the beginning.
A Business Empire
Today, Snoop Dogg’s portfolio rivals those of seasoned corporate giants. He owns or invests in a wide range of businesses spanning cannabis, consumer goods, media and technology.
He relaunched Death Row Records—the iconic label that once defined West Coast rap—as a modern media company focused on streaming and emerging technologies. He also leads Leafs By Snoop, a premium cannabis brand, helping to normalize and professionalize the legal cannabis industry.
His entrepreneurial reach doesn’t stop there. He co-founded Broadus Foods, which produces products like Snoop Loopz cereal, breakfast foods and snacks, with a mission to promote minority-owned brands and address food insecurity.
The business lessons are clear. Snoop Dogg’s ventures are built on more than his name recognition. Each one draws from his authentic identity, allowing him to move across industries without losing the core of who he is.
NEW YORK, NEW YORK – OCTOBER 16: (L-R) Martha Stewart and Snoop Dogg attend Martha Stewart’s 100th Book Party Celebration during Food Network New York City Wine & Food Festival presented by Invesco QQQ at Four Twenty Five on October 16, 2024 in New York City. (Photo by Astrid Stawiarz/Getty Images for NYCWFF)
Partnership Power: Martha & Snoop
One of the most intriguing aspects of Snoop’s business journey is his long-standing partnership with Martha Stewart. What began as the hit television series Martha & Snoop’s Potluck Dinner Party grew into a full-fledged collaboration spanning cookbooks, home goods and commercial products. On the surface, the rapper and the domestic guru seemed like an odd pairing. But their alliance has turned into a case study of authentic brand synergy.
Together, they have hosted television shows, launched a line of wines called 19 Crimes Snoop Cali Red, and introduced several joint product lines. Their success stems from mutual respect and shared values—hard work, humor and a love of hospitality.
“Our chemistry is based on genuine friendship,” Stewart said in an interview with People. “We learn from each other, and we appreciate each other’s differences.”
Snoop has spoken equally warmly about Stewart, calling her “a real one” and noting that their unlikely friendship reminds people that authenticity connects across all backgrounds.
LOS ANGELES, CA – JULY 16: Rapper Snoop Dogg (L) and director David Soren arrive at a special screening of DreamWorks Animation “TURBO” for the Snoop Youth Football League at the Arclight Theatre on July 16, 2013 in Los Angeles, California. (Photo by Kevin Winter/Getty Images)
A Heart for the Community
Beyond his entrepreneurial efforts, Snoop Dogg remains deeply committed to philanthropy. In 2005, he founded the Snoop Youth Football League, a nonprofit that offers inner-city children the opportunity to participate in football and cheerleading. Over the years, the league has served thousands of young athletes, providing mentorship, scholarships and community support.
In addition, many of Snoop’s companies integrate charitable efforts into their operations.
Broadus Foods donates a portion of its profits to charities fighting homelessness and hunger. His cannabis ventures also prioritize worth by offering opportunities to people historically excluded from the industry.
“If you make money and don’t give none away, what’s the point?” Snoop said during an interview with Billboard. “You gotta pass it along. You gotta help your people out.”
Culture, Style & Staying Power
In addition to his business and philanthropic pursuits, Snoop remains a cultural touchstone. His music continues to chart; he makes memorable appearances in films and TV shows; and his presence at awards shows, product launches and social media remains consistent—and consistently true to who he is.
Whether in tailored Gucci or a throwback Lakers jersey, his style remains a visual signature of his authenticity. His speech, casual yet incisive, retains the charisma that first drew the world to him more than 30 years ago.
In a world increasingly dominated by curated personas, Snoop’s longevity can be attributed to one simple fact: he has never stopped being himself.
Looking Ahead
Snoop Dogg is launching new ventures, expanding his media footprint and continuing to advocate for social justice, entrepreneurship and community empowerment.
He often reminds young people to dream big but stay grounded. “Never forget where you come from,” he once said during a community event in Long Beach. “That’s what keeps you real.”
For Snoop Dogg, success is about more than personal achievement. It’s about leaving a blueprint for others to follow, making a tangible difference and inspiring future generations to combine hustle with heart.
At 53, Snoop is still building—and giving—more than ever. His life and work offer a powerful lesson: true greatness lies not just in reaching the top but in lifting others as you climb.
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