Rapper Snoop Dogg is joining Def Jam Recordings as an executive creative and a senior strategic advisor, according to Variety. He will be concentrating on creative development and A&R.

“Now, you may wonder why, so late in my career, would I wanna work for Def Jam Records,” Snoops said in a video. “Well lemme tell ya, as a young rapper, Def Jam was the holy grail of hip-hop.”

During the course of his rap career, Snoop Dogg has released 19 studio albums and sold more than 30 million albums worldwide, according to Reuters. However, he’s more than just an extremely successful rapper – he is also an entrepreneur, having executive produced the Netflix show “Coach Snoop, GGN: Double G News” and TNT’s “Joker’s Wild” game show. He was also nominated for an Emmy for his role as executive producer of the popular VH1 show, “Martha & Snoop’s Potluck Dinner Party.”

He is prepared to help guide young artists at the label with future entrepreneurship opportunities. Snoop has made several investments and endorsements in the food/beverage space, as well as in the lifestyle and cannabis industries. Additionally, he’s the founder of the Snoop Youth Football League.

Snoop is not the first rapper to become an executive at Def Jam Recordings. Rapper and entrepreneur Jay-Z was named president and CEO of Def Jam 17 years ago. However, he left the label three years later.

Snoop Dogg will be based in Los Angeles. He will report to Universal Music Group Chairman and CEO Lucian Grainge as well as Def Jam interim Chairman and CEO Jeffrey Harleston.