The rapper and Twitch streamer Snoop Dogg (50) has joined the controversial esports organization FaZe Clan. The team has made headlines with some dubious stories, but it is planning to go public and is extremely successful on social media. As an “ultimate” introductory gift, Snoop Dogg gave the clan a performance on the biggest stage possible, at Super Bowl 2022.
Who is FaZe Clan?
- FaZe Clan is an unusual esports organization because the clan did not originate from esports, but was founded by content creators on YouTube. They uploaded trick shot videos of Call of Duty in 2010. Only later did esports teams join in.
- The focus of FaZe Clan has always been on “content creation”; they have signed on some very large YouTubers and Twitch streamers, currently, for example, Nickmercs.
- The channel is extremely successful on social media with its strategy, and it is Astand the largest clan in terms of reach. Currently, they are planning a lucrative IPO.
Extremely cool intro video has already reached 5 million views
What does Snoop Dogg have to do with it? The rapper “Snoop Dogg” is closely connected to gaming and streams regularly on Twitch.
He has now joined FaZe Clan as a content creator and “board member”, aiming to participate in important business decisions and link his own merchandise with the FaZe brand.
He announced his entry with a cool clip on Twitter that has already collected 5 million views. In it, Snoop Dogg shows some of his legendary appearances as a Twitch streamer: Once he streamed for 15 minutes, got really upset and then – another time he streamed for an hour on Twitch without anyone being able to hear him.
Snoop Dogg showcased the clan’s chain to hundreds of millions of viewers at Super Bowl 2022
What was Snoop Dogg’s gift? Snoop Dogg made the biggest gift to FaZe Clan several weeks before his official joining.
During his performance at the Super Bowl halftime 2022, he wore a chain from FaZe Clan and showcased it to a massive audience: The Super Bowl is regarded as one of the most important events of the year.
According to a report, about 112 million people watched the Super Bowl 2022 on US TV (via independent). In addition, there are millions more worldwide. Just the video of the NFL halftime show has been viewed by nearly 70 million people on YouTube (via youtube). The number could still rise significantly.
FaZe also advertised that they essentially had a “Super Bowl commercial” when Snoop Dogg presented the chain:
FaZe Clan repeatedly involved in scandals
Why is FaZe Clan considered controversial? The clan is known for a certain form of ruthlessness and commercial hardness. In content creation, it’s clearly about business:
- For instance, one of the leaders of the clan, Banks, recruited the Fortnite star Tfue before his breakthrough and apparently had him sign a non-disclosure agreement, from which he desperately wanted to escape
- Members of the clan have also reportedly operated a dubious betting site out of Antigua and promoted it on their channels without making it clear that they had a commercial interest in it. A member even accused them of this in a dispute.
- Recently, some members of the clan promoted a dubious cryptocurrency and got into serious trouble for it.
Son of the rapper established connection to FaZe Clan
What’s behind it: For FaZe Clan, everything currently revolves around going public. Snoop Dogg can surely add additional value and lend more credibility and visibility to the clan.
At FaZe, it seems they have dollar signs in their eyes, referring to Snoop Dogg as a “First Generation Gamer” and an “important member of the Web3 community”. They have exciting plans to create the “metaverse” together.
The rapper, in turn, says he sees FaZe Clan as an organization that the youth trust. His son Cordell brought him together with FaZe Clan. He hopes for strong synergy effects from the connection of both brands.
One of the most notable members of FaZe was the teenager who was permanently banned from Fortnite:
Fortnite permanently bans 17-year-old pro, ending his career
