Snoop Dogg is not slowing down. Just ten days after dropping his 22nd studio album, 10 Til’ Midnight, through Death Row Records, the Long Beach legend has released the official music video for one of the project’s most talked-about tracks — Stop Counting My Poccets. Directed by Jesse Wellens and produced by Nottz, the visual arrives with the same unapologetic energy that has defined Snoop’s career across three decades.
Snoop Speaks His Mind on Stop Counting My Poccets
The track is a direct, no-filter response to outsiders fixating on Snoop‘s wealth and business dealings. Over a summery West Coast instrumental courtesy of Nottz, the 54-year-old rapper leans into his OG persona, reminding listeners that his financial standing — built over more than 30 years in the industry — is nobody else’s business. The song was written by Calvin Cordozar Broadus Jr., Dominick J. Lamb, and Brian Reid, and it carries a message that is as sharp as it is laid-back.
The track is part of a broader theme on the album where Snoop addresses critics and spectators directly. Alongside Leave That Dogg Alone, it reflects a man who has earned his position and has little patience for those who question it. The confidence is not performative — it is rooted in a business empire that now includes ownership of the very label that launched his career.
What 10 Til Midnight Means for the Snoop Legacy
10 Til’ Midnight, released April 10, 2026, is Snoop’s fourth album as CEO of the resurrected Death Row Records and his most cohesive project in years. The 14-track effort features a cross-generational roster of collaborators and producers, including:
- Swizz Beatz on the album opener Step
- Pharrell Williams contributing production
- Nottz, Rick Rock, Soopafly, Erick Sermon, and MyGuyMars on beats
- Trinidad James, Peezy, and October London as featured artists
The album also comes paired with a companion short film directed by Luis De Pena and Yaslynn Rivera, which premiered at a private screening at the Death Row compound. The film follows two brothers — both played by Snoop — whose lives diverge dramatically after a heist goes sideways. Shot mostly in black and white with bold red and blue accents, the visual storytelling mirrors the album’s themes of choices, consequences, and legacy.
Death Row Records Is Very Much Back
Snoop’s ownership of Death Row Records — purchased from MNRK Music Group ahead of his iconic Super Bowl LVI halftime performance — has added new weight to everything he releases. The label’s partnership with gamma. for distribution puts Death Row back in a position to compete in the modern streaming era, and 10 Til’ Midnight is the clearest evidence yet that the reclamation is more than symbolic.
For Snoop, the timing of this release is everything. The album’s title is tied to a message he shared in a press release about standing at the edge of who you are about to become — ten minutes from midnight, ready for whatever comes next. That philosophy runs through every track, including Stop Counting My Poccets, a song that doubles as a declaration and a dismissal.
Why This Video Hits Different Right Now
In an era where artists are constantly scrutinized online — their earnings debated, their deals dissected, their net worth treated as public property — Stop Counting My Poccets lands as a culturally relevant statement. Snoop has built one of the most diversified entertainment empires in hip-hop history, spanning music, cannabis, gaming, film, and now a fully revived record label. The idea that anyone should have a say in how he runs it — or how much he has — is something he addresses with characteristic cool.
Decades in, Snoop Dogg is still setting the pace. And if this video is any indication, he has absolutely no plans to explain himself to anyone.
