Snoop's Jamaican Reincarnation

6:00 AM PDT 9/25/2012 by Tim Appelo

How a hazy, smoky vacation led the rapper to a spiritual awakening -- and a buzzworthy documentary from Vice Films.

By making Reincarnated with Vice Films, Snoopadelic Films is hitching its wagon to indie cinema's unlikeliest rising star. "I'm a bit of an accidental filmmaker," says Vice co-founder Suroosh Alvi, who co-founded Vice magazine in 1994 with cash from his welfare check. The company's stock value soared to $40 million during the dotcom bubble. "Then the bubble burst, and we were bankrupt," says Alvi.