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Among his products: For $12.95, TomTom GPS Navigator users can download Snoop's voice to give them directions for $79.95, audiophiles can wear Snoop Skullcrushers headphones in black or blue paisley and for $19.99, you can sport a Neff Snoop Micro Dogg Tee. "When you're dealing with Snoop Dogg, he brings you closer to the brand and it feels like it's a part of you." Snoop's certainly trying to touch consumers in ways few rappers do. "A lot of brands, you can't touch them," the rapper says.
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Over the past year, he's raked in an estimated $15 million from music sales, a tour, acting gigs and Snoop-branded products that leverage his name, his look and deep baritone (Chung estimates that endorsement deals and branded products account for one-third of his income.) Snoop's so ubiquitous it's hard to remember that he was once held up on Capitol Hill as a poster boy for the idea that rap music bred a culture of violence. Partnerships like these helped land the rapper the seventh spot on Forbes' 2010 Hip-Hop Cash Kings list. But "California Gurls," a song by pop star Katy Perry featuring vocals from Snoop, has generated 3.3 million downloads to date and has been hailed as the hit of the summer. This year, his 10th album, Malice N Wonderland, never gained traction, selling 263,000 hard copies and only 362,000 downloads, according to Nielsen SoundScan. Now homies like Snoop's manager Ted Chung, a 1999 Wharton alumnus, are helping him build a diversified business that hedges against the public's fickle musical tastes. I just said, 'Come on everybody, we made it.' Then I had to realize we didn't make it. When I first started I brought everybody with me, my homies from the neighborhood, criminals. "The most important decision I've made in business?" he said with a range of emotions flashing across his face, visible even behind the sunglasses. An hour later, facing an audience of a few hundred teenage and 20-something entrepreneurs hungry for Snoopisms, he slowly repeated a question from CNBC anchor Maria Bartiromo.