MTV has teamed up with Snoop Lion (AKA Snoop Dogg) and Jewelry for a Cause to get illegal guns off the streets and equip teenagers with trendy limited edition bracelets.
Starting April 15, one day after the MTV Movie Awards, MTV will begin selling MTV x Caliber bracelets from its website. Each bracelet will sell for $40 and carry the unique serial number of an illegal firearm that was turned in through New Jersey’s state buyback program.
Snoop Lion supported the cause with the release of his new video, “No Guns Allowed.” Snoop Lion sings alongside Drake and Cori B, complete with slow motion black and white footage of school children playing with firearms.
The song includes lines like, “Let the music play, me don't want no more gun-play. When the bodies hit the ground, there's nothing left to say. Me don't want to see no more innocent blood shed. Me don't want to see no more youth dead.” The video already has over 1.7 million views and 15,000 likes.
Snoop later said, "[This is] a movement we want generations to recognize, embrace, and get behind. We've seen a lot of senseless acts of violence involving guns recently-too many have lost their lives, too many families have been destroyed. Like my friends at MTV, I want to be a part of the change that will help bring peace."
The bracelets give people a chance to get more involved in the movement. Each bracelet is made in part from the steel of reclaimed illegal guns. Jewelry with a Cause has already raised over $40,000 to fund the Newark Police Department’s gun buyback program. MTV has also made a donation to the Caliber Foundation, which supports victims and family members who have suffered because of illegal gun violence.
Not all rappers share Snoop Lion’s sentiment. Ice T has spoken out as a firm proponent of gun rights, though he argues in favor of legal gun ownership by law-abiding citizens.