Consider the plight of an aging pioneer in the golden age of gangsta rap. It’s not so different than that of a dotcom era startup entrepreneur like Marc Andreessen, who went from cofounding seminal web browser Netscape to funding the next generation of tech entrepreneurs via his Silicon Valley venture capital powerhouse Andreessen Horowitz. Or Elon Musk, who made his millions as cofounder of PayPal and now builds Tesla electric cars and spaceships. Snoop’s 40. He has a couple of options. He could become a permanently faded parody of his younger weed-smoking self. Or he could change strategy without changing his vision. He could acknowledge his hardcore, street life-focused past while embracing a more universal aspect of his personality. He’s found that in his reggae music pivot, he says.
Ssense, a luxury retail company based out of Montreal, has recently introduced what they’re billing as the “world’s first interactive shoppable music video.” And yup, it’s pretty much exactly what it sounds like. I Think She Ready features Diplo, FKi, and Iggy Azalea all decked out and styled in brands and items carried by the site, while WireWax technology, which enables users to tag videos in essentially the same way they would a Facebook post, makes the “interactive shoppable” part possible.