SNOOP DOGG LAUNCHING ‘FIGHT CLUB’ BOXING LEAGUE
Snoop Dogg took social media by storm with his whimsical commentary Saturday night and perhaps even stole the show when he served as a performer and analyst for the Mike Tyson versus Roy Jones Jr. exhibition match.
It turned out to be a preemptive punch.
Triller launched its live events business with Tyson and Jones, but the baton is now being passed to the entertainer born as Calvin Broadus Jr., who is pairing his relationship with pugilism and the social platform as a celebrity investor by launching a boxing league billed as “Fight Club.”
The DNA of the league is designed to mirror last weekend’s showcase from the Staples Center, which featured up-and-coming boxers and a quasi concert with premium production value. Fight Club is slated for five-to-eight shows a year and will even feature celebrities who want to try their hand in the dangerous combat sport.
During Tyson vs. Jones, multi-sport star Nate Robinson was devastatingly knocked out by YouTube sensation Jake Paul, leading Snoop to quip, “you can’t play boxing, and you can’t play with this pimpin’.”
Snoop’s high-octane personality was projected through the broadcast, and he plans on playing a prominent role in Fight Club programming as a host and announcer. He will also serve as a producer by procuring the featured musical acts. French Montana, Wiz Khalifa, YG, St Jhn, Ne-Yo and Swae Lee were all featured on the mic in between the bouts Saturday.
Snoop will be leaning heavily on Ryan Kavanaugh, a film financier and producer of over 200 movies, to make sure his joint venture doesn’t go up in smoke. The Holly
wood executive’s investment company Proxima Media is the majority owner of the L.A.-based Triller, and he’s positioning much of the app’s future behind his celebrity backers, which also includes the business-minded Tyson and his sports startup Legends Only League.
Snoop is not the first per
son in hip-hop to see if he could squeeze a serum out of the sweet science.
Jay-Z’s Roc Nation Sports’ pro boxing vertical shuttered earlier this year without ever making a serious mark, and 50 Cent’s SMS Promotions didn’t last the 10 count either due to bankruptcy in 2015.
HBO made an ill-fated run by featuring prospects in a hip-hop show format with “KO Nation” at the turn of the century, just as Lou DiBella was leaving his high ranks at the network. The longtime promoter and now head of DiBella Entertainment later went on to launch a shortlived partnership with RocA-Fella Records co-founder Damon Dash that was designed to reach a younger and urban fan base.
“Boxing is dying, and no one wants to admit it. A majority of the boxing events today have no entertainment value. There are no casual fans anymore,” said Dibella.
“There is a natural connection between hip-hop and boxing. They come from the same places — for the most part, they’re not children of privilege. Tyson vs. Jones show was a boxing variety show, and it was done well. It was a great combination. They got it.”
Rap-A-Lot Records founder James Prince has made his presence matter in boxing as a manager with marquee signee Shakur Stevenson, a 2016 Olympics silver medalist, and future Hall of Fame fighter Andre Ward before that.
Prince’s approach in boxing has been calculated and sharp, as opposed to former music mogul Suge Knight, who once tried to unsuccessfully bully his way into boxing via back channels. Prince guided the careers of The Geto Boys, Bun B, Pimp C and Scarface on his label, and he was instrumental in prying doors open for Floyd Mayweather Jr.’s connection to the hip-hop community. Prince was an interested observer in Saturday night’s hip-hop infused boxing show starring Snoop and Triller.
“It was something new, and I definitely enjoyed it,” said Prince. “I’m not afraid of embracing change.”