The rapper Snoop Dogg has announced he wants to produce an X Factor-style television programme to find the next big hip-hop star.

The 39-year-old singer, who is in the UK to promote the launch of his 11th studio album Doggumentary, said that although he thought X Factor and American Idol were "great shows", he felt there was space in the market for a televised talent contest "straight directed to the hood … at people with no money, just talent".

He said: "I'm looking for a deal from a network to find America's hottest hood artists."

Asked what he thought of pop star Cheryl Cole, who has recently signed up to be a judge on the US version of the X Factor, Snoop Dogg replied: "She alright. She doing her thing. She a little bit hardcore, a bit edgy."

Snoop Dogg, a former Crip gang member, is himself no stranger to edginess. At possibly the most politically incorrect press conference ever seen on these shores, the rapper kept assembled journalists waiting in a private gentleman's club in central London for almost an hour, before appearing on stage amid clouds of smoke and a bevy of skimpily-clad pole dancers.

Sipping an unidentified beverage from a Union Jack mug, Snoop Dogg (born Calvin Cordozar Broadus Jr) wore sunglasses throughout as he fielded questions.

Earlier this month, the rapper released a collaboration with Charlie Sheen called Winning, featuring some of the troubled actor's infamous catchphrases. "Charlie Sheen was my friend before," said Snoop Dogg. "I don't judge my friends. If he's my friend, he's going to stay my friend. He called me over for a session … he needed real people to stand by him."

In recent years, Snoop Dogg has successfully branched out into film and television. In London, he insisted that his plans for world domination did not stop there. "I want to open up a supermarket chain," he said. "But I'm going to call them Snoopermarkets."

Snoop Dogg plays the Forum, London NW5 on Tuesday night.