The special is being produced in partnership with Merry Jane, Snoop’s cannabis lifestyle media company. No date has been set for the roast. ADD said it will distribute short-form content from the special across its digital platforms as well as Facebook Live, and the company said it is in talks with digital and broadcast TV partners about potential distribution deals.
The “All Def Roast” series will feature guests from across pop culture, from comedy, music, sports and politics, the company said. Simmons said the deal with Snoop Dogg came together after the performer participated in ADD’s “All Def Movie Awards,” which aired on Fusion in February opposite the Oscars.
“The ‘All Def Comedy Roast’ will reimagine the format and be completely fresh, fun and irreverent,” Simmons said. “We will bring the best names in the world of urban and pop culture together for a true night to remember. Snoop is gonna leave baked and roasted- and the audience will remember this one forever.”
Snoop added, “Over the years, I have roasted several entertainers and friends and now it’s my turn to be in the hot seat. I’ve got mad love for what Russell has done with All Def Digital and am looking forward to seeing what ADD and Merry Jane have up their sleeves for my roast.”
Snoop Dogg has sold over 35 million albums worldwide and has performed for more than 20 years, including his notorious Coachella show where he performed alongside Dr. Dre and the Tupac hologram. He’s currently working on his upcoming album, “High Definition,” set for summer 2016 release. Snoop Dogg’s business endeavors include his own branded line of cannabis products, Leafs By Snoop, currently available in dispensaries throughout Colorado.
All Def Digital, which Simmons launched in 2013 as a YouTube channel, has been expanding into premium long-form content. The company has announced several projects with HBO, including “All Def Comedy Live,” a stand-up comedy series.
The “All Def Roast” featuring Snoop Dogg will be produced by ADD head of programming Chris Conti, and VP of programming Jeru Tillman, both of whom also produced the “All Def Movie Awards” as well as ADD’s HBO comedy series.
Investors in ADD include Nu Horizons, Greycroft Partners, e.ventures and Advancit Capital.