Snoop Lion is no stranger to unique business partnerships. The rapper is working with Overstock, starring in ads for the online retailer and curating his own collection.

The ads, which began July 24, feature Snoop and his family using Overstock to find products to help their busy lives. The rap star will also curate a special section of the retailer's website, to be called the SnooperMarket. The marketplace will be dedicated to selling Snoop-branded products and Overstock items approved by Snoop and his family.

"This was an inspired collaboration," said Overstock CEO Patrick Byrne. "The collaboration between Snoop Lion and turned out to be much more effective than either party imagined at the outset."

In the past, artists like Ne-Yo have also appeared in ads for Overstock.

Watch Snoop Lion's Overstock Ad