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Snoop Dogg is investing in Klarna and becomes at the same time finansteknikbolagets face for an upcoming campaign.
" I have supported them, given advice, and now should I invest. I plan to continue to expand my portfolio, dig you? said the rapper to the business magazine Forbes.
, known for songs like ”Drop it like it's hot”, ”Smoke weed everyday” and ”Still Dre” has previously invested in, among other things, the california-Based marijuanaleverantören Eaze and the social news site Reddit.
Klarna was founded in 2005 and was valued last year at $ 2.5 billion. The company offers payment services to around 100,000 smes in Europe and the united states. The size of the investment is undisclosed.
According to David Sandstöm, director of marketing at Klarna, this is a continuation of a campaign that began two years ago in order to highlight how ”smooth” (smooth) the company's services are. In connection with the campaign, change the rapper, who real name is Calvin Broadus, name to the Smoooth Dog.
– We ask ourselves the question if one of the world's ”smoothaste” people can be even ”smoothare” by using the Klarna services, " says David Sandstöm to DN.
– in Addition, we want to take distance from and break the norm for the banking industry, which is quite stiff, boring and outdated, " he continues.
in april of last year. What would initially be a collaboration in the campaign then led to an investment from the rapper.
as we got to know each other during the trip so we felt that both parties have quite a lot to gain from each other. It is an interesting collaboration, so interesting that he chose to go in as a partner, " says David Sandström.
" He has a special image and a special history. We know that we are working with the contractor, Snoop Dogg from 2019. On the basis of it he is a beloved icon and entrepreneur. He's cooking with Martha Stewart in one of the most popular programs in the US and he has made several Netflix-bets. We think this fits very well with Klarna, says David Sandström.
In February released a number of new products which shall have been selected by the rapper. David Sandström is secretive on what kind of products it is but it should not act on payment services. There will also be more emphasis on music within the framework of cooperation.
" For us it is a collaboration with him as an entrepreneur. We want to he uses his knowledge and his network to spread the smooth concept, " says David Sandström.
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