On April 4, 1992, a small record label named Solar Records released the soundtrack to 'Deep Cover', a crime thriller starring Laurence Fishburne and Jeff Goldblum. The album was largely forgettable with the exception of the title song, a vicious, unrelenting back-and-forth hip-hop track between Dr. Dre and his protegé, an unknown rapper from Long Beach named Snoop Doggy Dogg.
Even casual fans of hip-hop know what happened next. After notable appearances on Dre's classic 'The Chronic', the rapper released 1993's 'Doggystyle', his debut album that would eventually sell over five million copies in the U.S. alone and help turn gangsta rap into one of the most popular genres in the country. Ten albums and nearly 20 years later, Snoop continues to be a major entertainment presence, appearing virtually anywhere a camera exists. But is all the publicity too much of a good thing? Where is the line between ubiquity and oversaturation or, in today's age, is that question itself obsolete?
Over the years, Snoop has become hip-hop's Zelig, deftly able to insert himself into any situation and always look like the coolest man in the room. Even when his album sales, like nearly every other artist, began slipping in recent years--2008's 'Ego Trippin' was his first album that failed to achieve gold status--it seemed to only embolden the rapper to make more non-hip hop moves to stay in the game.
What the rapper realized earlier than most was the idea of "artist as brand"; the fact that to stay relevant, you have to convince people to want you, regardless of the product you put out (hence why your mom knows who Snoop, Method Man and Ludacris are, but can't name a single song). Chuck Creekmur, co-founder and CEO of influential hip-hop site Allhiphop.com, sees Snoop's career as a natural progression of today's artist.
"I don't think Snoop's various forays in pop America have destroyed his street credibility," says Creekmur. "The Snoop of old is long gone and he's moved on as an artist. These days, you cannot rely on just record sales to remain viable. You have to think outside of the box, especially as a rap artist."
But can that thinking hurt your career as much as help it? With a "Snoop Dogg Pet Accessory Line," "Doggy Biscuitz" shoes, and, naturally, a foot-long hot dog brand named "Snoop Doggs," the rapper has for years heard the inevitable cries of "sellout" and "gimmick." (Trying to hire the entire country of Liechtenstein for a video and releasing 'Oh Sookie', a tribute video to 'True Blood', may not help dispel that image.)
"I think it's possible he could make wiser choices when he does songs like the 'True Blood' video," admits Creekmur. "But as the years go by, rappers generally get bored if they are super successful and they just do 'stuff.' You can't really talk about killing or the street life, because people don't associate you with that, so they resort to a more entertainment-based approach. Others have done it, like Red and Meth, with varying degrees of success. Also, people are totally used to Snoop now and he's just here as an iconic figure, and not really in the running to be the best rapper."
Unlike in earlier years, when interviews and promotional appearances were organized mainly to promote your current album, Snoop Dogg has transcended that traditional model. Now, to hip-hop heads, skateboarders, stoners (the rapper recently posted a pic smoking pot with Willie Nelson on Twitpic and hasn't been shy extolling his botanical interests) and nearly every other demographic, he can lay claim more as a personality-driven icon than critically acclaimed rapper. When you try to do everything, backfires and backlash are inevitable (sometimes justifiably). But today, being "good" isn't nearly good enough.
point, but it's a bit too simplistic. The "gangster" image is a fantasy for most listeners. Most kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the Godfather. Despite this, I didn't join the mob. The problem is knowing the difference between
kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the
nicole. those days are long gone. that was when rappers changed who they were to be accepted by white people. now whites by our music regardless of the image put on. whites are the number one purchasers on hip hop. that was the case a long time ago. but the rap game has changed dramatically since the 80's
To me, the only thing he represents is the declining value of our culture. We make icons of people like Snoop, P Diddy and Jay Z, but the true icon is the parent who despite the stresses placed by our society's own decaying values, supports, guides, protects and teaches, his children not to be like these imbeciles. Pimping, carrying weapons, doing time or selling drugs is not and should not be a goal for acceptance. Pathetic, yes.... I'm with you on that one.
You make a salient point, but it's a bit too simplistic. The "gangster" image is a fantasy for most listeners. Most kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the Godfather. Despite this, I didn't join the mob. The problem is knowing the difference between fantasy & reality and that starts at home.
In response to Nico Toscani: I'm sorry my simplistic response did not meet with your approval, but even as simple as it was, you didn't get my point. My point was that as a society we make icons of undeserving people as images of devotion. These self-indulgent, self-serving people should never take the place of a real icon to anyone. I am glad, however, that you did not join the mob. Good thing you know the difference between what's real and what's fantasy!
I didn't mean to insult you and I do see what you mean. I guess I just was raised in an environment where no musician or actor or sports star was considered an "icon" or a "hero". People go out of their way to help others or are simply hard working, decent people have always been my heroes (my father in particular). Actors, musicians, etc. just have more interesting jobs than most.
Um... I've been listening to rap since Run DMC put on their Adidas. EVERY black rap artist who has sold a lot of records (therefore selling a lot to white people as well) has been stigmatized for "crossing over". In fact De La Soul made a whole album about it (De La Soul Is Dead). I'm not speaking for black people, I'm just speaking the truth.
Nico I hear ya. I enjoy all types of music, and I too remember Run DMC. I listened to rap and loved it for the beats and the rhymes when rap was just about that ( rhyme and beat) . Then it went a little rough. I enjoy Snoop Dogg's smoothness in his music. And yeah, I'm white, and a female at that..........LOL Now whether or not he's an Icon, I'm not sure, but I do like his music.
I used to wear this awesome Public Enemy shirt when I was a young fella' and the white people AND black people in my neighborhood would rip on me. I didn't care though, because I LOVED the music.
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Icon? Give me a break, the lowliest person in uniform serving their country is more of a man and Icon than this clown
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point, but it's a bit too simplistic. The "gangster" image is a fantasy for most listeners. Most kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the Godfather. Despite this, I didn't join the mob. The problem is knowing the difference between
=== c h e a p m a k e t .[c o m] ===
159 [u-s-d] [r-o-l-e-x] [o-m-e-g-a] [g-u-c-c-i] [e-d] [g-u-c-c-i] [w-a-t-c-h]
[b-e-s-t] [g-i-f-t] [f-o-r] [y-o-u-r] [p-e-o-p-l-e]
=== c h e a p m a k e t .[c o m] ===
kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the
=== g i f t 2 w a t c h .[c o m] ===
159 [u - s- d] [r -o - l- e- x] [o - m- e- g- a] [g -u - c- c- i] [e - d] [g -u -c -c - i] [w - a- t- c- h]
[b -e -s -t ] [g -i -f - t] [f -o - r] [y -o -u - r] [p -e -o -p - l- e]
=== g i f t 2 w a t c h .[c o m] ===
I would be happy never having to see this guys face again.
Reply
Any black rapper that has white fans is considered a sell out.
Reply
nicole. those days are long gone. that was when rappers changed who they were to be accepted by white people. now whites by our music regardless of the image put on. whites are the number one purchasers on hip hop. that was the case a long time ago. but the rap game has changed dramatically since the 80's
To me, the only thing he represents is the declining value of our culture. We make icons of people like Snoop, P Diddy and Jay Z, but the true icon is the parent who despite the stresses placed by our society's own decaying values, supports, guides, protects and teaches, his children not to be like these imbeciles. Pimping, carrying weapons, doing time or selling drugs is not and should not be a goal for acceptance. Pathetic, yes.... I'm with you on that one.
Reply
You make a salient point, but it's a bit too simplistic. The "gangster" image is a fantasy for most listeners. Most kids listening to rap about drugs, guns and hoes are NEVER going to have contact with that world. I thought Sonny Corleone was the COOLEST guy in the world after seeing the Godfather. Despite this, I didn't join the mob. The problem is knowing the difference between fantasy & reality and that starts at home.
In response to Nico Toscani: I'm sorry my simplistic response did not meet with your approval, but even as simple as it was, you didn't get my point. My point was that as a society we make icons of undeserving people as images of devotion. These self-indulgent, self-serving people should never take the place of a real icon to anyone. I am glad, however, that you did not join the mob. Good thing you know the difference between what's real and what's fantasy!
Reply
I didn't mean to insult you and I do see what you mean. I guess I just was raised in an environment where no musician or actor or sports star was considered an "icon" or a "hero". People go out of their way to help others or are simply hard working, decent people have always been my heroes (my father in particular). Actors, musicians, etc. just have more interesting jobs than most.
Um, Nico, haven't you heard?? The biggest purchasers of rap are white, so therefore one could conclude that most rappers have white fans.
Furthermore- don't try to speak for Black people.
Reply
Um... I've been listening to rap since Run DMC put on their Adidas. EVERY black rap artist who has sold a lot of records (therefore selling a lot to white people as well) has been stigmatized for "crossing over". In fact De La Soul made a whole album about it (De La Soul Is Dead). I'm not speaking for black people, I'm just speaking the truth.
Nico I hear ya. I enjoy all types of music, and I too remember Run DMC. I listened to rap and loved it for the beats and the rhymes when rap was just about that ( rhyme and beat) . Then it went a little rough. I enjoy Snoop Dogg's smoothness in his music. And yeah, I'm white, and a female at that..........LOL Now whether or not he's an Icon, I'm not sure, but I do like his music.
Reply
I used to wear this awesome Public Enemy shirt when I was a young fella' and the white people AND black people in my neighborhood would rip on me. I didn't care though, because I LOVED the music.
I think Snoop is kind of past the point in his career where he's worried about being a sell out.
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bow wow wow wow yippy yo yippy yeah snoop double dog is in the hizouse
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It's tha capital S oh yes I'm fresh N double O P, D O double G Y D O double G ya see :D
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Yeah, Snoop Solded(Souled-OUT)!
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I love the dogg.he's one of a few that get paid for just being kool.Like the fonz.Just like to hang out with him and his crew one day.
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we all support our troops but your talking apples and oranges.Many of our troops love the dogg.their ipods are filled with his stuff.
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