In 2012 Rapper Snoop Dogg went through a period of reincarnation which saw him taking a pilgrimage to Jamaica with visits to the Rastafarian communities.
The three-week trip to Jamaica was to make music and immerse himself into the country and culture that had always heard about. He participated in rituals and ceremonies at a Nyabinghi temple, changed his name to Snoop Lion, completed a reggae-inspired album called Reincarnated.
RCA Records released the album and Diplo executive produced the project with production from Major Lazer, Ariel Rechtshaid, 6Blocc, Dre Skull, Supa Dups.
The reggae contingent on the album include Mavado, Popcaan, Mr. Vegas, Collie Buddz.
For his efforts the album was nominated for Best Reggae Album at the 56th Annual Grammy Awards.
He had a brief spat with the late Bunny Wailer who accused him of cultural appropriation. The origial Wailer said Snoop engaged in “‘outright fraudulent use of Rastafari Community’s personalities and symbolism’ — and has failed to meet ‘contractual, moral and verbal commitments'” per TMZ
Since then Snoop has seemingly abandoned Jamaica and the culture, he changed back his name to Snoop Dogg and went back to his Hip Hop roots, dabbling in other genres like country music.
The rapper recently joined Def Jam Recordings as executive creative and strategic consultant, “a new role that will allow him to strategically work across the label’s executive team and artist roster,” according to the announcement.
His immediate focus will be on A&R and creative development, reporting to Universal Music Group Chairman & CEO Lucian Grainge and Def Jam interim Chairman and CEO Jeffrey Harleston.
His qualification for the job is unquestionable having seen and heard different sides of the music and music industry for over 30 years. However, in his own words he has benefited from the inspiration of reggae music.
In speaking to Rolling Stone Music Now podcast last week he said of the name ‘Snoop Lion’,
“I don’t think I ever left that, I think inside of me it was never outside..its in me Snoop Lion is here for life, thats the peace, the love the tranquility I gained from becoming Snoop Lion and walking through that experience, I take that with me wherever i go”
On whether he still considers himself a Rastafarian he said,
“You know what i feel like i am the guy that is identifiable with anybody and everybody, and I think I represent love, I think Rastafarians represent love as well so i am definitely in the vein of, if not I am.”
With his close proximity to the knowledge of the Rastafarian faith which is closely linked to Reggae and dancehall music, Snoop in his capacity as A&R made no mention yet of coming to find some great reggae artist to add to Def Jam’s roster.
He recently announced a compilation album “The Algorithm” and announced via Joe Rogan podcast that he signed rapper “Benny The Butcher.“
Snoop, never one to be afraid of taking risks with the music said, “There’s so much talent on this record, so many styles of music, it breaks the algorithm. Right now, the algorithm is telling us you have to rap this way, you have to sound this way, but they’re not telling you how it’s supposed to feel. My algorithm is going to give you a feeling, not a sound.”
At its core reggae music represents consciousness and culture but reggae also excels and inspires excellence in the music business. Including reggae music on the snoop roster represents for Def Jam a continuation of its legacy with reggae music. The label always had a great relationship with Reggae Music and the Caribbean. In the 90s they signed Capleton who released two chart topping albums “Prophecy”, which peaked at number 65 on Billboard’s R&B/Hip Hop Albums chart in 1995 and I-Testament, released in 1997. Capleton also climbed the charts with the singles ‘Tour’ reaching number 57 on the Hot 100 Chart, ‘Wings of The Morning’ reaching number 79 and Heathen Rage peaked at number 79 on the R&B Hip Hop Songs Chart. Per Jamaica Observer
They took chances with Rihanna in her early stages releasing “Pon Di Replay” which was the genesis of her now successful career. They released Nas and Damian Marley’s “Distant Relatives” 2010 which debuted at number five on the US Billboard 200 chart, selling 57,000 copies in its first week.
Snoop now has a responsibility to carry on that legacy and of reggae music’s success with Def Jam and pay homage to the music and culture that has shaped his present consciousness.
RCA records is scooping up as many dancehall/reggae acts as they can but so far none has reaped the success of Def Jam in the past. With the tried and proven Def Jam reggae music formula and Snoop’s cultural capital, maybe there can be more representation of the genre in the mainstream.
