Not only did the rapper millionaire become a minority shareholder in the online financial solutions provider, but he will front a new marketing campaign and is reportedly changing his name to ‘Smooth Dogg’ in homage to Klarna’s seamless payments solutions.

Adding to an impressive investment portfolio already boasting several start-ups, Snoop Dogg emphasises the importance of the founders’ role and has “confidence they can lead [this] company”. The announcement comes amidst speculation Klarna is gearing up for an IPO, and follows CEO Sebastian Siemiatkowski hinting at a global hybrid payments-credit card after securing a banking license in Sweden.

The investment extends beyond the prima facie hype, as Snoop intends to advise “on how the brand hits with culture” as Klarna continue their “smooth journey”, which Snoop details: “I’ve endorsed them, advised them, and now I’m looking to invest in them. I plan to keep growing the portfolio, ya dig?”.

We do dig, and if you would like to as well, read the full press release here.