Snoop Dogg says he only works with brands and companies that support his community.

In an interview with Time published on Wednesday as part of the magazine’s 100 most influential people of 2025, Snoop was asked about how he successfully dabbles in multiple brands. He said he approaches each of his collaborations with a philanthropic mindset.

“You can pay me, but that ain’t all we doing,” he said of his approach. “We gonna make sure you take care of this community initiative that I have. And it could be silent or it can be loud, but that’s a part of the deal as well.”

The DoggFather was asked whether he worries about oversaturating his brand with too many things.

“The way you framing it, with all due respect, is like I’ll do anything,” he cotninued. “I want you to frame it like I’ll do anything if I own the brand. That’s a big difference. So me marketing and branding for a company — if I don’t own it, I ain’t f—ing with it.”

Most recently, Snoop took a break from his business collaborations to step back into the studio with country singer ERNEST. The pair released their new song “Gettin Gone” on April 9. The track marks the first release from an upcoming project on Ernest’s DeVille Records, which he launched in partnership with Big Loud Records. “Gettin’ Gone” was written by Ernest, Snoop Dogg, Ben Hayslip, Rhett Akins and Mark Holman, with production by Jacob Durrett. Snoop also recently announced his new gospel album Altar Call, which is set for release on April 27.