Calvin Broadus, better known as the rapper Snoop Dogg, will acquire shares in the Swedish-based alternative finance company Klarna from an existing investor as he becomes the face of Klarna’s new advertising campaign.
Klarna announced that Snoop Dogg is transforming his image, albeit temporarily, into “Smooth Dogg” as the new front man of a major advertising campaign the company is undertaking to promote its installment lending products. Several commercials have been filmed and are currently viewable on YouTube, including
"I've been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven. I’m very excited about this partnership,” Snoop Dogg said in a press release.
Klarna has made its mark in Europe and is now in the U.S. with its installment lending model, similar to
“Snoop is not only a rap legend, but also a successful businessman, with a genuine interest in tech, retail and e-commerce. He has a great understanding of consumer behavior and is exceptional when it comes to branding and marketing,” Sebastian Siemiatkowski, Klarna's CEO, said in the press release.
According to
Snoop Dogg did not respond to a request for comment made through his agent, Stampede Management, by time of publication.
