Reinvention is key to any artist’s survival. And for over two decades, Snoop Dogg has learned how to keep his brand afloat. But last year, he flipped the script. Following a trip to Jamaica, he became a Rastafarian and recorded Reincarnated—a specious reggae album under the alias, Snoop Lion.
Be clear, Snoop’s no Bob Marley. Adopting a faux Jamaican accent, Reincarnated goes down like a salty batch of oxtails. It seems as if Snoop’s chief focus is to use his access to talk about getting high (“Lighters Up, “Smoke The Weed”, “Ashtrays and Heartbreaks”).
When he does promote Rastafarian ethos (“No Guns Allowed”), it comes across manufactured (“Here Comes The King” and “The Good Good”). Even Bunny Wailer could see through this Rasta imposta.
Grammy nominations, be damned.—B.Dot