Rapper Snoop Dogg is partnering with Swedish fintech unicorn Klarna, and has become a major shareholder

Smoooth DoggSmoooth DoggKlarna

  • Snoop Dogg has teamed up with $2.5 billion Swedish start up bank Klarna by becoming a shareholder. 
  • The global payment provider is seeking to elevate its concept of "Smoooth" and has joined forces with the rapper who is transformed to "Smoooth Dogg" for the campaign.
  • Snoop Dogg has plenty of form for investing in start ups having previously backed a number of marijuana companies

The music superstar meets Swedish bank tie in isn't perhaps the most usual development in the fintech world, but start up lender Klarna is hoping that Snoop Dogg's charisma will pay off. 

Best known for songs like Gin n Juice and Drop It Like It's Hot, Snoop will be hoping to boost his European investment strategy as part of Klarna's campaign "Get Smoooth". The payments provider was founded in Stockholm in 2005 and was valued at $2.5 billion in 2015. 

The rapper, who has appeared in a YouTube video for the company, bought the stake through his investment firm Casa Verde Capital, which mostly invests in cannabis-related businesses, such as marijuana delivery service Dutchie.

Snoop Dogg has a history of investing in start ups having previously backed marijuana companies like Merry Jane and Eaze. Snoop Dogg has rebranded as "Smoooth Dogg" for the campaign. 

"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," said Snoop Dogg.

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