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Snoop Dogg promotes and invests in payments provider Klarna

Lauretta Roberts
17 January 2019

Rapper Snoop Dogg has not only become the star of a new campaign to promote payments provider Klarna but he has also invested in the company.

The Swedish fintech companies powers flexible payment options – including "buy now, pay later" or "slice it in 3" – for companies such as ASOS, Moss Bros, H&M and Arcadia.

US rapper Snoop Dogg assumes the persona of Smooth Dogg, a reference to Klarna's smooth payment services, for the new campaign. Also, via his Casa Verde Capital, venture fund the artist whose real name is Calvin Broadus has become a minor shareholder in the company.

Founded in 2005, Klarna has disrupted the fintech industry with its customer-centric approach to developing payment solutions and in 2017 received its banking license. The company announced last year that it was planning the launch of a payment card.

Klarna is most active in Scandinavia and in Germany but has broken into the UK with significant deals with the likes of ASOS. It recently partnered with app developer Poq to offer flexible payments to shoppers using the app of fast fashion online retailer Missguided.

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