MUMBAI: EMI Music has appointed iconic, multi-media superstar Snoop Dogg to the new position of creative chairman of its Priority Records Label.

Snoop Dogg will also release a new studio album for Priority that EMI will bring to fans around the world. Snoop Dogg, who has sold more than 30 million albums worldwide, will release Malice N Wonderland, his tenth studio album, this December.

As creative chairman of Priority, Snoop will re-launch the legacy of Priority and will drive efforts to maximize untapped digital and branding opportunities at the label. He will also serve as Executive Producer for a new series of Priority releases slated to begin hitting the market next year to commemorate the label’s 25th anniversary. Priority’s genre-defining catalog includes classic recordings by Snoop, as well as from N.W.A, Eazy-E, Master P, Ice Cube, Westside Connection, EPMD and others.

Ted Chung, Snoop’s long-time creative associate and manager at Stampede Management, will become brand strategist at Priority.

"Snoop’s success is a result of constant evolution and trend-setting creativity. EMI is ahead of the curve for tapping into that formula of success in its strategy," said Chung.

"Starting fresh with EMI is a great feeling. It’s a new partnership, a new Priority Records, and a new Snoop Dogg: the Creative Chairman…the Boss Dogg…the Dogg Father. The business model we’ve developed will bring the musical heritage of groups like N.W.A. to the forefront. And you definitely got to get ready for my new album Malice N Wonderland in December to kick it all off — this is going to be the most potent dose of Snoop Dogg yet," said Snoop.