What’s his name? After Snoop Dogg’s dubstep career didn’t take off in the way that he probably would have liked, the rapper-actor-marijuana spokesman has decided to embrace a new genre and a new alias.
Snoop — using the moniker Snoop Lion — will release a new reggae album later this year called Reincarnated. In preparation, he’s dropped a single, “La La La,” which you can listen to above. Snoop and his band — ominously named “the Jungle” — will perform for the first time on Aug. 3 at Toronto’s Caribana festival.
“La La La” sounds like a typical reggae track, with laid-back guitar riffs and a dreamy vocal track from Snoop himself, affecting a Bob Marley-like accent.
Reincarnated was executive produced by Diplo of Major Lazer.
“What we’re doing is a reggae record. It’s like Snoop Dogg and Major Lazer together,” Diplo said to MTV. “It’s all reggae and he’s singing and he’s doing a f–king awesome job and I never knew it, but he had his heart in every song. We’re going to get back into the production of it next month, and I’m really proud of that record. It’s the first record I’ve ever executive produced and his crew is amazing.”
There’s even a Snoop Lion Twitter account, which you can follow here. Look for Reincarnated to hit stores by the end of 2012.