Who doesn’t love a comeback? The Olympics are filled with them—athletes who survived injury, adversity and countless other obstacles to make it to this ultimate stage.
During the opening ceremony of the Olympic Games in Paris, millions of viewers watched as Snoop Dogg proudly held the torch as a representative of America.
Maybe a collective soft spot for a rebound explains the curious public rallying around a man who was once held in contempt by many of his fellow Americans.
Although the rapper born Calvin Broadus, Jr. has been nominated for 16 Grammy Awards, Snoop Dogg has not always been celebrated. In 1990, he was convicted of cocaine possession. He pleaded guilty to gun possession three years later, then was tried and acquitted on murder charges in 1996. His notoriety led to talk of banning his music and denying him from taking the stage in some venues.
So how did Snoop Dogg go from mug shot to appearing on America’s main stage?
“It’s remarkable,” acknowledged Kristi Piehl, founder and CEO of Media Minefield, a Minnesota public relations agency with a record of creating earned media gold for its clients.
“One of the reasons I love the Olympics so much is that it unites us. Snoop Dogg is the poster child for what America stands for, which is forgiveness, redemption and unity.”
While Snoop Dogg’s longtime fans can remember when he rapped about the gangsta life, another generation has a different perspective. Younger fans may not be able to quote his rap lyrics; they know him for making brownies with Martha Stewart or as a voice artist in hit animated movies like The Adams Family, The Garfield Movie and Turbo.
Like many of the athletes competing at the Olympics, his high profile story is that of a comeback. Piehl considers the transformation of Snoop Dogg and his brand as unique, made more rare because he never abandoned his authentic personality.
“His team spent years, even decades, redeeming his brand and yet still allowing Snoop to be Snoop, which I think is one of the things they did really well,” Piehl said. “He is still edgy. He’s still out there talking about smoking his weed. He’s not someone who is mainstream.”
Snoop Dogg’s involvement in the Olympics demonstrated the public’s willingness to be accepting, Piehl suggested, with his presence perhaps saying more about the audience than it did about the rapper.
“The beautiful thing about America is that there are so many different perspectives and cultures and genders,” she said. “It’s so amazing what America means because it’s just such a big tent.”
After carrying the torch at the Olympic Opening Ceremony, Snoop Dogg has continued to make televised appearances at the Olympics, even joining commentator Mike Tirico for play-by-play highlights. His presence has broadened NBC’s coverage beyond its more established media figures.
“Kelly Clarkson brings a vibe; Peyton Manning brings a vibe. Snoop is there as someone who can speak to a certain part of America. My 20-Something was like, this is so great that Snoop is there because he brings a different vibe. It speaks to our short memories and how we have the capacity to view people through different lenses,” added Piehl.