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Tuesday, July 31, 2012

Snoop Dogg reincarnated as Snoop LION

In case you haven't heard, Snoop Dogg is dead.

Diplo and Snoop's forthcoming album is more than your typical hot producer/iconic artist collaboration; it's Snoop Reincarnated — hence the LP's title and corresponding full-length documentary, both to be released by VICE. Snoop and Diplo held a press conference last night at Miss Lily's, the Jamaican-themed record store and restaurant in New York, hosted by Sway (MTV, SiriusXM). Snoop talked about how his Jamaican getaway turned into a Rastafarian rebirth, leading to the co-creation of a reggae/dub album, under the moniker Snoop Lion.

“I didn't want to be Snoop Dogg on a reggae track...I wanted to bury Snoop Dogg and become Snoop Lion, but I didn't know that until I went to the temple and received the name Snoop Lion from the Nyabingi priest,” said Snoop. “From that moment on, I started to understand why I was there and was able to create something magical in this [Reincarnated] project...something I haven't done before in my career.”

When speaking on the album cut "No Guns Allowed," Snoop also sounded like he's ready to grow past some of the gangsta rap clichés that he helped cement 20 years ago.

"There's a lot of killing going on in this world, and nobody ever speaks on it until it happens. And I'm tired of it ... It's so tragic that people are still doing stupid things with guns," Snoop said. "I could have never made a song called 'No Guns Allowed,' because I'm supposed to be a gangster and we supposed to keep one on us at all times ... But after looking at my life and what it is now and my kids, and all the things that go on in life, I feel like it should be no guns allowed."

If it sounds like a big joke or some disposable vanity project, the music might convince you otherwise. Recently leaked track "La La La" is a heavy dub with Snoop singing reggae over it. Snoop's also received some heavyweight co-signs from the likes of Rohan Marley, who was in attendance at the press conference, and Bunny Wailer, who appears in the above trailer for the documentary, which debuts at this year's Toronto Film Festival.

"La La La," Snoop Lion (produced by Major Lazer)

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