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On Friday, Snoop Dogg unleashed his alter-ego, Snoop Lion, in effort to introduce his upcoming album Reincarnated. “La La La,” the album’s first single, is not a typical Snoop track though — it’s reggae. As odd as that may sound at first, the Major Lazer-produced track calls into mind legendary reggae artists and sounds authentic to the foundations of the genre.
With the help from rising singer, Jovi Rockwell, Snoop Lion sings over the slow-burning, tropical-flavored production. Snoop’s vocals are smooth and laid back, not unlike those on verses from earlier in his career. The accompanying video doesn’t feature Snoop in any of his various personas, but recalls the milky, low-fi production of his “Sexual Seduction” video, which was shot on VHS.
Snoop Lion seems dedicated to the cause. He’s created a Facebook, Twitter and Tumblr and has reached out to celebrities through Twitter — such as the Kardashians, Martha Stewart and Rihanna — to send them “postive vibes” and links to “La La La.”
Though some fans may be surprised to hear of Snoop’s name change and genre exploration, it’s not the artist’s first time doing either. In 1998, the artist born Calvin Broadus, Jr., dropped “Doggy” from his monkier, Snoop Doggy Dogg. As far as bending genres, Snoop sung on the country ode to weed, “Roll Me Up,” alongside Willie Nelson back in April.
Watch the video below.
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