Snoop Dogg partners with fintech banking platform

The payments giant is looking to strengthen its position in the UK and beyond, fo’ shizzle.

Klarna, a fintech payments giant that has more recently pivoted to offer core banking services, has a new partner in the form of hip-hop legend Snoop Dogg.

The Swedish payments firm which was granted a full banking licence in June 2017, says the rapper will bring Klarna’s concept of “smoooth” to “the next level”. Snoop Dogg will be the face of Klarna’s latest campaign called Get Smooth and will also become a shareholder in Klarna. 

The American rapper, whose real name is Calvin Broadus, says the move will help broaden his European tech investment strategy.

"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 Broadus.

Klarna’s CEO Sebastian Siemiatkowski said: “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 behaviour and is exceptional when it comes to branding and marketing.”

Founded in Stockholm, Sweden, in 2005, the fintech unicorn works with 100,000 merchants to offer payment solutions to users across Europe and North America and is active in 14 countries. Klarna is backed by investors such as Sequoia Capital, Bestseller Group, Atomico, VISA and Permira.  

Snoop Dogg’s music career began in 1992 when he was discovered by rapper and music producer Dr. Dre and has since sold over 37 million albums worldwide.