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Calvin Cordozar Broadus Jr, otherwise known as Snoop Dogg, and now Snoop Lion, is an American rapper, record producer, and actor. He has sold over 30 million albums worldwide and is a self-described “savvy adapter of new technology” whose “stronghold over the various social networking platforms makes him more accessible than ever.”1 His influence in cyberspace is evident in his 23+ million likes on Facebook, 10+ million Twitter followers and over 350 000 YouTube subscribers. He has also acquired more than 1.6 million followers on Instagram, a photo-sharing app recently acquired by Facebook,2 where 90 million monthly users upload 40 million photos per day. Beyond promotion of his artistic endeavours, Snoop Dogg is using social media—Instagram, in particular—to promote cigars.
During the three-day Coachella music festival in 2012, where approximately 85 000 people gathered …
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