Snoop Dogg fronts new anti-gun campaign

Rapper joins Aloe Blacc and Jhené Aiko for new initiative '#ImUnloading'

Snoop Dogg, Aloe Blacc and Jhené Aiko are among the music artists, sports stars and tech leaders to front the new US anti-gun campaign ‘#ImUnloading’.

The initiative, which has been launched by non-profits Campaign to Unload and States United to Prevent Gun Violence, encourages people to divest their 401K retirement savings plan from unknowingly investing money in the gun industry. Employees can visit unloadyour401k.com to learn if their retirement funds may currently be invested in gun manufacturers and what they can do to ensure a ‘guns-free 401k’.

“How I’ve been affected by gun violence over the years is through deaths of friends and family members and associates,” said Snoop in a promotional video for the campaign (above).

The rapper has also been announced as the keynote speaker at SXSW Music 2015. He will address the industry conference in Austin, Texas on Friday, March 20 at 11am at the Austin Convention Center. Previous keynote talks have come from Bruce Springsteen (2012), Dave Grohl (2013) and Lady Gaga (2014).