Snoop Dogg

The offices at the top of the Capitol Records building in Hollywood are home to
some of Southern California’s most awe-inspiring views. Through the circular glass
that adorns the iconic edifice, you can see the plush landscapes of some of the
world’s most lavish neighborhoods. But look a little farther and you can just as
effortlessly peer into the working class streets that birthed gangsta rap.
It’s this dichotomous picture that provides a fitting backdrop for Calvin “Snoop
Dogg” Broadus and his new label home high atop the cylindrical landmark. As the
Creative Chairman of EMI’s newly reintroduced Priority Records, Snoop will oversee
a hefty catalog chock full of gangsta rap anthems (NWA, Eazy E, Master P, Ice Cube)
that launched from the streets and infiltrated even the highest suites. The view also
bodes well for Snoop’s first order of business in his new post: his upcoming Malice N
Wonderland. After all, it’s these two very different worlds that the Doggfather pulls
inspiration from for his tenth solo outing. This intersection of “malice” and “wonder”
combines for an exciting listen.
“When I started to put together this record I had a lot of malice in my heart—just
focusing on making hardcore gangsta music.” explains Snoop. But what’s become
quite obvious to his adoring global fan base is that while Snoop stays steeped in the
hood realities of his native Eastside Long Beach, he’s continued to evolve. And after
delving further into this opus, Snoop knew that he also wanted to make songs that
embodied more than just his gangsta. “My mood lightened and I wanted to make
some music that just felt good…to me and to the ladies.”
It’s the later mindset that has already provided Snoop with another monster single:
“Gangsta Luv.” Here, Snoop breezes over the song’s electro-hop synths while
inviting R&B sensation The Dream and producing partner Tricky to the party. “I love
combining my sound with the hottest artists,” says Snoop of The Dream (who also
checks in for the Malice’s insistent “Luv Drunk”). “And I don’t have to sacrifice what I
do. Even though it’s for the ladies, I know exactly how to keep it straight G, ya dig?”
Yet, Snoop easily keeps a foot deep in the hood. Producer Scoop DeVille’s clever
reworking of Rob Base and DJ E-Z Rock’s classic “It Takes Two” on “I Wanna Rock”
sees Snoop’s smooth delivery supplying another “Jerkin” anthem. “I love to see the
little homies bringing new energy to the game,” Snoops says of the youth driven So
Cal dance phenomenon. “They from the same streets that I’m from, so it’s just
natural.” That spirit continues on the autotuned romp “Pronto” where Snoop and his
“nephew” Soulja Boy induce adrenaline pumping with a thunderous Southern style.
The energy remains maxed out on “1800.” The tequila ode’s gut thumping bass line,
courtesy of the usually amped Lil Jon, keeps Snoop as the life of the party. Similarly,
the Terrace Martin produced, liquor-induced jaunt that is “Upside Down” stays
hyped with a clattering of hard high hats and cowbells. Here, Uncle Snoop
introduces two of the West’s brightest new prospects by allowing South Central LA’s
Nipsey Hussle and Compton’s Problem to let their youthful bravado bang.
Legendary producer Battlecat keeps it decidedly West Coast with the Kokane
assisted “Secrets.” This G-funked, interpolation of The Romantics’ new wave ditty
"Talking In Your Sleep" finds Snoop fully OG’d with neighborhood tales and
warnings to lower level Gs. “That’s what I mean by ‘malice’,” explains Snoop. “No
matter how many times I’ve been around the world or how many awards shows I’ve
been on, there is still real shit out there in these streets. And if you don’t keep one
eye on it, those dogs will jump up and try to bite your ass.”
Hence, Snoop’s "2 Minute Warning.” Jumped off with a gun click-clacking, Snoop
again stakes his claim as King of the Coast and recounts the struggle to earn the
position. "No Suge, no Dre, I would've done this regardless," he spits.
Producer Danja’s menacing track for Malice’s initial street single broadens Snoop’s
street appeal. “That’s Tha Homie,” lets Snoop solidify his lifelong “hood pass” and
proves that his reach extends far outside of his own Golden State empire. “I get it in
everywhere I go to,” he boasts. “They know me in every hood in the world and they
love me because I always show love to them. They’re the reason why I still get
behind a mic and do these tours. I want to see their faces and let them know that
Snoop is still fuckin’ with them.”
While Snoop Dogg’s “Wonderland” is far from that of a John Mayer (case in point the
Commodores sampled "Pimpin' Ain't EZ" featuring R. Kelly), it does present some
slightly less hardcore fare. "Different Languages," produced by Teddy Riley, features
the powerful voice of R&B songstress Jazmine Sullivan with an earthy piano, and
shows Snoop giving respect to the woman in his life. Likewise, "Special" has Brandy
and Pharrell alongside feathery high hats and a soft piano riff melting in the
background. The song inspires Snoop’s mack mode serving up romantic fantasies
and spontaneous trips abroad. “That’s me too!” he exclaims. “I’ve shown that I can
make songs dedicated to these females. I understand their struggle and that they
want a man to tell them certain things. And if their man won’t, I will. Right through
their speakers.” Together, the trio delivers a hit that picks up right where Snoop’s
memorable single “Beautiful” left off.
It’s his natural appeal to both the hood and to Hollywood that has allowed Snoop
Dogg to stay tremendously relevant through ten releases and numerous side
projects. Since bursting into our collective consciousness alongside famed producer
Dr. Dre on the 1992 classic The Chronic, Snoop has remained a constant force in Hip-
Hop and a household name around the world.
As Creative Chairman of Priority, the label that helped established West Coast Rap,
Snoop helps re-launch Priority and drives efforts to maximize untapped digital
and branding opportunities. He also serves as Executive Producer for a series of
Priority releases commemorating the label's 25th anniversary in 2010.
From music to movies, E!’s reality series Snoop Dogg’s
Father Hood and MTV’s Dogg After Dark, Snoop Dogg remains not just at the
forefront of the rap game but also at the apex of popular culture.