Snoop Dogg has released The Vent, a 19-minute short film presented by Death Row Records, and he did not just star in it, he directed it. The piece landed on his official YouTube channel on October 3 under the title “Death Row Records Presents: The Vent,” and according to the page it has already pulled more than 579,000 views in ten days.
The cast list leans heavily on Death Row vocal roster: Jane Handcock, Jenn Em, Charlie Bereal, Flinstone, Point 5ive, Kanobby and Shon Lawon all appear alongside Snoop, and the credits even name a performance coach, KJ Rose, which tells you the music in this thing is the point. Snoop shares the director chair with Jo Lenz, with Teff Mogus executive producing under the Nobody Else production company banner.
The credits read like a proper film crew rather than a quick video drop: Jason Childers on cinematography, Matt Maloney editing, Jake White on color, and a full grip and electric department. The special-thanks section is pure Snoop, a shout-out roll to Gin & Juice by Dre and Snoop, Still G.I.N. and 19 Crimes, the bottles that now fund the filmography.
The numbers back the bet. The film has collected 579,830 views and 13,700 likes in a week and a half, a steady burn for a twenty-minute piece with zero press push. It fits the lane Snoop has been in since he bought Death Row, turning the label into a content house where the music, the visuals and the brand deals all ship together. Watch The Vent above, and keep an eye on what Death Row does with this format next.
