Snoop Dogg Launches Web3 Company “Shiller”: How This Live Streaming Platform Could Transform the Music Industry

American hip hop artist Snoop Dogg introduced the public to his newly-founded Web3 company called “Shiller”. This live broadcasting platform is aimed at empowering artists and enabling them more control over the profits.
To learn more about Dogg’s vision of Web3 transforming the music industry, read on.

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Photo Credit: Daniele Dalledonne. Illustration: MilicaM

What is Shiller?   

Never has the tech industry been more filled with music professionals as much as it is right now. And it’s all thanks to Web3. 

One of the pioneers since NFTs first became popular in 2021 is definitely American rapper and actor Snoop Dogg, who was recently revealed as one of the co-founders of a Web3-powered live streaming app called “Shiller”. 

Namely, he decided to join forces with tech entrepreneur Sam Jones to create an app that would combine Web3 technology with real-time live-streaming content. 

As far as we know, the platform will rely heavily on blockchain technology, being built on the OOOOO commerce platform. It will allow creators to promote their NFTs and eCommerce websites, tokenize their streams and have an overall better motivation to engage in online activities for their audience, knowing that nobody else is profiting off their music

The company announced “an army of approved creators ready for launch” but applications for creators are still open in a dedicated section

What will creators get for joining Shiller? 

Namely, a whole set of digital tools to monetize their content. Apart from the already mentioned abilities, they will also be able to receive tips and virtual gifts from their audience, which can be cashed out as fiat, and engage with their audience through emojis, chat, split screens, voting, and games. 

Moreover, they will be able to create their own tokens and digital passes, which will later be featured on the Shiller marketplace and marketed within live audio or video shows. 


I’m excited to partner with Sam to launch Shiller to the world. This app truly provides a platform for creators to reach their fans in unique ways and monetize their own content. As ya’ll know, I’m always about engaging my fans directly on my own terms and Shiller is perfect for that.

Snoop Dogg official statement. Source: Shiller 

It’s also important to point out that Shiller isn’t only made for artists performing or hosting conversations with their audience. It can also be used for educational purposes, guaranteeing a well-thought infrastructure and a safe environment. 

The fact that you can use NFTs to control access to conversations means that even the most sensitive topics can be discussed without worrying about information leaking or data being compromised. 

On that note, artists can only limit access to their shows by using so-called Zones (Token Gating). This means that, while setting up a show, you can input the smart contract address that you wish to validate token ownership against. 

As with many other social platforms, the live stream remains replayable after it’s ended. 

Moreover, this platform can be used as a networking space, meaning that you can easily find people who share the same interests and engage in conversation with them. 

The era of a social commerce boom
Shiller app is part of a bigger social commerce market which, according to McKinsey, peaked at an astonishing $400 bn in 2022.
What’s mutual for stakeholders in this field is easy broadcasting and featuring products that can be easily purchased without leaving the app.
Co-founders of Shiller, Dogg and Jones, saw great potential in social commerce as a means to provide more tools to musicians and other artists.

The release of Shiller is expected in April 2023. 

Snoop Dogg’s presence in Web3   

Dogg isn’t a stranger to Web3. He’s got quite a few blockchain projects in his portfolio. 


Just like we broke the (music) industry when we was the first independent to be major, I want to be the first major in Metaverse (…) Blockchain tech has the power to change everything again and tip the table in favor of the artists and the fans.

Source: Markets Insider 

We’ll name just a few of them: 

  1. In April 2022, Snoop Dogg released a music video for the song “House I Built” which is merely an advertisement for his Metaverse project “Snoopverse” on the Sandbox platform. 
  2. He has plans to make his recently acquired music label “Death Row Records” the first NFT music label. 
  3. His album “B.O.D.R.” was released on the blockchain, with initially one song available as NFT. 
  4. He’s a collector of high-profile NFTs Cozomo Medici, proving that he’s a passionate member of the NFT community. 
  5. He performed on a metaverse-transformed stage at MTV’s Video Music Awards, partnering with Yuga Labs. 
  6. He also partnered with crypto casino Roobet as a “Chief Ganjaroo Officer”. 

Finally, being aware that a good share of his audience is new to Web3, Dogg and his team decided to dedicate a section of the platform to educating its users. For now, anyone interested can learn about NFTs and Web 3.0 in no time, explained in a simple yet precise way.  

So far, many of his colleagues have accepted to become a part of the project, such as Halsey or DJ Steve Aoki. 

A journalist by day and a podcaster by night. She's not writing to impress but to be understood.