Snoop Dogg is announced as one of the co-founders of Shiller, a Web3-based livestream platform for creators. This investment marks another Web3 collaboration for the well-known hip-hop artist.
Shiller will heavily incorporate blockchain technology, enabling content creators to "token-gate" their streams and promote non-fungible tokens or other e-commerce products. These content creators can receive payment in [Ether](/news/article/ethereum-pow-price-prediction) (ETH) or NFTs, which can be exchanged for fiat currency. 


The Snoop Dogg investment and partnership list includes one with Sandbox in April last year to introduce the "Snoop Avatars" NFT collection. He released the hip-hop track "A Hard Working Man", followed by a 50,000-piece NFT release. He also teamed up with [Yuga Labs](/news/article/yuga-labs-explained), the creators of Bored Ape Yacht Club (BAYC) and CryptoPunks, to perform on a Metaverse-transformed stage at 'MTV's Video Music Awards'. Furthermore, Snoop Dogg has recently become the "[Chief Ganjaroo Officer](https://www.prnewswire.com/news-releases/roobet-announces-partnership-with-entertainment-legend-snoop-dogg-301759861.html)'' at Roobet, a crypto casino, as announced by Roobet on 1 March.

## Shiller launches as part of growing creator economy

The launch of Shiller is likely a part of the broader creator economy movement anticipated to involve Web3 technology. Web1 allowed users to read content and write HTML, whereas Web2 facilitated user-to-user interactions, popularised by a few social media giants, including Facebook, Google, and YouTube. [Web3](/news/article/web3-games-raised-millions) seeks to remove intermediaries by empowering creators to own their content and its revenues fully. Platforms like Shiller emphasise the empowerment of creators to take ownership of their content without the intervention of any centralised intermediaries such as social networking platforms.


Shiller will enable creators to have greater control over the monetisation of their content. According to a [statement](https://shiller.io/dogg/), Snoop Dogg, the co-founder of Shiller, expressed his enthusiasm for partnering with London-based tech entrepreneur Sam Jones to launch the platform. He believes that Shiller allows creators to reach their fans in distinctive ways and monetise their content on their own terms, aligning with his philosophy of directly engaging with his fans.


snoopdog dancing next to Shiller app logo

Snoop Dogg Investment in Shiller 

Eminem and Snoop Dogg [performed their track "From the D 2 the LBC](https://www.coinspeaker.com/snoop-dogg-eminem-bored-apes-mtv/)," inspired by the Bored Ape Yacht Club (BAYC) NFTs and Otherside Metaverse at the MTV Video Music Awards (VMAs). Yuga Labs, a blockchain technology company that creates NFTs and digital collectables, also supported the performance. The collaboration was the first Metaverse-inspired performance ever at an award show. The song was selected for the "Best Hip Hop" award.
 
This year, the creators of the much-hyped blue chip NFT, Bored Ape Yacht Club, revealed the Otherside Metaverse game. It combines Web3 and a massive multiplayer online role-playing game. But no official launch date of the Otherside Metaverse game has been announced.
 
The rappers released the song earlier this year, along with a music video that featured animated versions of their [Bored Ape](/news/article/how-to-buy-monkey-nft) Yacht Club (BAYC) avatars. The duo first performed the song live at Ape Fest 2022, and it was produced by 1st AMENDMENT and Young California in partnership with the BAYC. 
 
Snoop Dogg and Eminem were featured in a half-animated video during the MTV Awards show, wearing NFTs from the BAYC collection. Both rappers have significant investments in cryptocurrencies, notably the Bored Ape Yacht Club (BAYC) ecosystem. Snoop Dogg purchased the highly valued NFT in December, and Eminem spent $450,000 on his ape.
 
The rappers used their songs to bring their NFT avatars to life inside the upcoming game Otherside.

## Rappers' Metaverse involvement

Eminem and Snoop Dogg's NFT investment have contributed to the metaverse hype and development.
 
Eminem paid $462,000 for an NFT from OpenSea's NFT marketplace and later joined the Bored Ape Yacht Club. Eminem also collaborated with Gemini-owned NFT platform Nifty Gateway to launch his own NFTs. 
 
Talking about Snoop Dogg, he and his son Champ Medici have collaborated with the NFT project Clay Nation. In addition, Snoop Dogg collaborated with Chris Torres, the creator of the Nyan Cat meme, to create the "Nyan Dogg" NFT project. 



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