See Snoop Dogg in an Anti-Gun Violence Ad

"I've been affected by gun violence through deaths of friends and family members and associates," says the rapper


Snoop Dogg’s changing his tune.

The artist, who built a career rapping about shooting people (remember “Serial Killa“?) is the face of a new anti-gun violence PSA.

“How I’ve been affected by gun violence through the years is through deaths of friends and family members and associates,” says the rapper in the opening of the clip, which features other artists and athletes, including Aloe Blacc and the Los Angeles Clippers’ Matt Barnes.

“I’m unloading for my loved ones that I’ve lost.”

The video is part of the “ImUnloading” campaign that calls for people with 401Ks to divest from the gun industry. According to the video (made my Unload Your 401K and No Guns Allowed), upwards of 51 million people have a retirement portfolio that may invest in guns.

“Snoop actually came to us,” Campaign to Unload spokesperson Jennifer Fiore told CNN Money. “We’re really glad to have him as a part of this. It’s helping bring awareness to a lot of people who have no idea of the economic power they have to affect this debate on gun violence … This is about the corporate gun lobby, not law-abiding gun owners.”

This isn’t the first time Snoop has expressed a more mature opinion on gun control. In 2013, he released a track (as Snoop Lion) with Drake and daughter Cori B called “No Guns Allowed,” which referenced the Sandy Hook and Columbine tragedies.

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