At 40, an age when most MCs would long ago have hung up their hoodies, Snoop maintains an astonishing relevance (just ask any white suburban boy who punctuates phrases with “izzle”). He’s outperformed former contemporaries like P. Diddy and outlived departed greats such as Notorious B.I.G. and his lifelong friend Nate Dogg (whose March 2011 death from multiple strokes remains an unhealed wound).
The pot, success and use of ‘bitch' remain, but the rapper — now renamed Snoop Lion — has gone reggae with a well-regarded movie and possible reincarnation as Bob Marley. Snoop’s latest project, the making-of-an-album documentary Reincarnated, recently premiered at the Toronto International Film Festival. Soon after unveiling the doc in New York City in July, Snoop started making waves when he claimed to be the reggae legend reborn, stating quite simply, “I am Bob Marley reincarnated.”
“Snoop comes from the hood in Long Beach, but he has become a worldwide icon who’s traveled the globe 100 times — his greatest asset is being able to navigate, whether it’s in a corporate boardroom or on the street.” says manager Ted Chung, who has worked with Snoop for 13 years.
Snoop appeared in a 2002 episode of the Comedy Central show Crank Yankers, which was produced by Jimmy Kimmel, Adam Carolla and Daniel Kellison.
Tha Doggfather (1996): The death of Tupac Shakur and a murder trial (Snoop would be acquitted) dampened the spirit (and sales) of the rapper’s sophomore effort.
Doggumentary (2011): The song “The Weed Iz Mine” kicked off a fruitful relationship with Wiz Khalifa that would months later result in the top 10 hit “Young, Wild & Free.”
Snoop both produced and starred in the MTV sketch show, Doggy Fizzle Televizzle, that aired from 2002 to 2003.
Nearly every week, Snoop shoots new episodes of his mock Hood News show on GGN — YouTube’s Double G Network — as many as three in a day. Of fellow comedic anchors such as Jon Stewart and Stephen Colbert, Snoop says, “They’re goofy, but they don’t do it like I do, know what I’m saying?”
Snoop voiced Alabaster Jones, the "main mack" of Oklahoma City, in a 2001 episode of the Fox animated series King of the Hill titled "Ho Yeah."
“One of Snoop’s greatest strengths is being able to translate his creative nature across various platforms,” says manager Ted Chung. "That means the hip-hop game-changer is as comfortable behind the scenes as he is in front of the camera, with aspirations to one day have “that big seat with the big office.” For now, he’ll stick to what he knows, which includes all manner of pop culture and stoner fare. Mac & Devin Go to College, anyone? “We’re looking to do a part two,” says Snoop.
Snoop Dog and wife Shante Broadus arriving at the funeral of the rapper's longtime friend and collaborator, Nate Dogg, on March 26, 2011, in Long Beach, Calif. Nate Dogg (real name: Nathaniel Dwayne Hale) died from complications of multiple strokes.
Products found in the “Snoopermarket” need to be organic to the brand, says Snoop manager Ted Chung, so rolling paper and smoking accessories are a natural fit, as are sunglasses, license-plate frames and sneakers. Adidas, for example, “has history in hip-hop culture” going back to Run-DMC. “It’s something Snoop’s always worn, and now he can help spread the lifestyle via his endorsement.”
Snoop's 1998 album Da Game Is to Be Sold, Not to Be Told was his first following an acrimonious split from Death Row. The disc saw a more mature Snoop, who that year dropped the “Doggy” middle name.
Snoop married Shante Broadus at the Ritz Carlton Hotel in Marina Del Rey, Calif., on June 14, 1997. Asked what about her makes Snoop instantly swoon, he answers: "Everything."
“Hip-hop was always mainstream to me,” says Snoop. “I thought every kid in America had a boom box and was banging that shit.”
Snoop made a cameo opposite Ben Stiller in 2004's big-screen Starsky & Hutch remake. He portrayed Huggy Perry, a drug dealer who becomes an informant.