Snoop Dogg has locked in March 27 for the premiere of his new film “Ten Ti Midnight,” and the rollout doesn’t stop there. A companion album—also called Ten Ti Midnight—lands on April 10, giving fans two distinct ways to consume the West Coast icon’s latest vision.
Snoop’s Big Spring Release
People close to the project say the staggered release is deliberate: the movie first, the record two weeks later, each feeding the other. The timing capitalizes on Snoop’s viral Winter Olympics cameo and keeps him in headlines for six straight weeks. The film features Ray Vaughn and G. Perico in key roles, while Snoop plays two characters whose paths collide in a sun-baked Los Angeles crime story. A 90-second trailer released last week shows low-riders, neon strip clubs, and Snoop switching between a sharply tailored kingpin and a laid-back radio DJ.
At 52, Snoop has already moved through gangsta rap, reggae, gospel, cooking shows, and Olympic commentary. The dual release underscores how comfortably he now straddles mediums; instead of waiting for Hollywood to call, he financed the picture through his own Snoopadelic Films and licensed the soundtrack to Death Row/Interscope, the label he quietly reactivated in 2022.
Marketing materials lean into the same color palette Snoop made famous on 1993’s Doggystyle: mustard yellows, forest greens, and deep burgundies. Merch bundles pair the vinyl with a limited-edition VHS-style Blu-ray case, a nod to collectors who still remember lining up at Tower Records for Murder Was the Case.
The Film: What to Expect
Director Calmatic—who shot the House Party reboot and Kendrick’s “We Cry Together” short—keeps the runtime tight at 94 minutes. While plot details remain embargoed, the trailer confirms a nonlinear timeline, voice-over from Snoop’s real-life Mt. Westmore partner Too $hort, and a score that slides from vintage G-Funk to modern trap. Ray Vaughn plays an up-and-coming MC caught in a payola scheme; G. Perico is the neighborhood plug who doubles as his manager. Snoop’s dual casting fuels speculation that one of his characters is a fictionalized version of his younger self.
West Coast authenticity mattered during production: interior scenes were shot inside the now-shuttered VIP Record Store in Long Beach, and the soundtrack was mixed at Conway Studios in Hollywood where Snoop recorded Bush with Pharrell in 2015.
The Album: A Musical Companion
The 12-track album drops April 10 on all services, with a Dolby Atmos master exclusive to Amazon Music. Guest verses come from Vaughn, Perico, October London, and a posthumous Nate Dogg hook reconstructed from unreleased 2004 vocals. Lead single “Let the Beat Drop (Ten Ti Midnight)” revives the talk-box glide of Doggystyle‘s “Ain’t No Fun,” while second single “Outside” pairs a Dr. Dre bass line with DJ Battlecat’s signature high-pitched synth stabs.
Snoop has described the record as “a soundtrack for the movie that lives in your head when the credits roll,” and Interscope is pressing a translucent green vinyl that matches the film’s poster art. Physical copies include a QR code unlocking an alternate ending on the movie’s website, encouraging fans to buy both formats.
A Strategic Move: Snoop’s Foray into Multi-Platform Releases
Simultaneous film-and-album drops are rare in hip-hop, but the model has precedent. Taylor Swift paired her 2020 Folklore album with a Disney+ documentary, while Lin-Manuel Miranda’s Hamilton film drove a 200-percent spike in streams of the original cast recording. Snoop’s team studied both campaigns, opting for a tighter window—two weeks—to keep momentum high without cannibalizing sales.
| Artist | Multi-Platform Release Examples |
|---|---|
| Taylor Swift | Folklore album + Disney+ documentary (2020) |
| Lin-Manuel Miranda | Hamilton film + streaming surge (2020) |
| Snoop Dogg | Ten Ti Midnight film & album (2024) |
The Business Side of Snoop’s Release Strategy
By owning the master recordings and a 50-percent stake in the film, Snoop keeps a larger slice of every ticket, stream, and merch sale. IFPI data puts global recorded-music revenue at $19.1 billion in 2020; Grand View Research projects the film industry will hit $42.6 billion by 2025. Snoop’s camp expects the album to open in the 35k-40k unit range, while indie-box-office trackers predict a $3–4 million theatrical gross from a targeted 250-screen release in markets like Los Angeles, Atlanta, and Houston.
Snoop’s Legacy: A Lasting Impact on Entertainment
Three decades after Deep Cover, Snoop is no longer just the kid from 213; he’s a media company with a cookbook, a children’s show, and a gospel Grammy. Ten Ti Midnight won’t rewrite box-office records, but it proves that a 1990s rap icon can still control his narrative in 2024—without leaning on a major studio or a traditional label rollout. As younger artists experiment with NFTs and TikTok mini-films, Snoop’s old-school approach—shoot a movie, press some vinyl, hit the road—feels both nostalgic and forward-thinking.
For tour dates, merch bundles, and ticket links, head to snoopdogg.com. The album pre-order is live on all DSPs; the film’s limited theatrical run begins March 27.