Rapper Snoop Dogg partners Indonesian entrepreneur to launch lifestyle coffee brand INDOxyz

Global music and cultural icon, Snoop Dogg has launched INDOxyz, a lifestyle coffee brand created for "and inspired by" the next generation of entrepreneurs and innovators. INDOxyz joins the list of business enterprises helmed by Dogg and this marks his first foray into the coffee industry as a brand owner. The joint venture between Dogg and his co-founder Michael Riady brings together two entrepreneurs from the United States and Indonesia.

Don't miss: Gushcloud and Snoop Dogg's son Cordell Broadus unveils giant inflatable art in SG

To celebrate the launch, Dogg will introduce the "Owners Series", an exclusive branded platform featuring in-depth interviews, behind-the-scenes footage and video content highlighting his entrepreneurial journey. Additional founders and creators including music artist and actress Christina Milian and her partner Elizabeth Morris (founders and owners, Beignet Box), Coco Vinny (founder, Coco Taps) and musician (Official DJ of the LA Chargers) will be featured in the series.

The journey to INDOxyz began following a chance meeting between Dogg and Riady during the height of the COVID pandemic. Both serial entrepreneurs, investors and creators, sought to create a brand inspired by the owner's journey – the creative risk-takers and innovators who would become the architects of their own future, the release said. INDOxyz was born out of their shared passion for fueling the people and ideas that move culture forward. 

"My relationship with coffee goes way back. The many long nights in the studio making hit after hit, coffee provided the fuel which kept us going. Today marks the launch of a new company I created along with my partner Riady, who introduced me to the best tasting Indonesian coffee. Indo is going to change the industry, I can promise you that," Dogg said.

"I am excited to partner with Dogg and introduce the world to INDOxyz, the best tasting coffee on the market. I want to make coffee fun and cool and having Dogg as a partner gives us that edge. Beyond being a fan of his music, I've long admired Dogg for his hard work and business acumen. It's been an incredible journey working with him and building this company, and I think that together we can make an impact in the industry with a brand that resonates with the next generation," co-founder Riady said.

INDOxyz will launch with an exclusive and limited rollout starting in Dogg’s home state of California followed by Las Vegas, Nevada and then a national retail expansion. Both cold brew beverage and whole bean will be available for sale.

All products will be available at the online store, BevMo, GoPuff, Resorts World Casinos in Las Vegas and rolling out in the upcoming months at the retailers Erewhon, Vons, Pavilions, Albertsons, Safeway, Sprouts and Amazon.

INDOxyz is sourced directly from Riady’s homeland in Indonesia and grown by collective farmers on the islands of Sumatra, Java, Bali and Sulawesi. 

Last year, Dogg's son Cordell Broadus, who is a crypto entrepreneur and investor, ventured into Asia as well. He partnered with Gushcloud International, a Singaporean headquartered global technology-driven digital talent and media company, to launch The Champ Medici Lounge, a Web3-focused five-day event that happened alongside F1 Singapore. The event featured a huge inflatable art installation that will be positioned at the Somerset Youth Park for the whole month of October.

Developed by Yuga Labs, Champ Medici is part of the Bored Ape Yacht Club (BAYC) which is a collection of 10,000 unique NFTs based on the Ethereum blockchain. At its peak, the entry price for a Bored Ape reached US$400,000. BAYC remains a lucrative collection and investment that in September 2022, one Bored Ape NFT was sold for US$1.17 million. Moreover, the exclusivity of the BAYC have attracted an increasing number of celebrity collectors such as Eminem, Madonna, Stephen Curry, and Snoop Dogg.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

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