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.
Don't forget that Calvin Broadus (his real name) is a real ex-convict who has been repeatedly arrested on illegal weapons charges. His being a gangster appears to be no act. Why anyone would find him to be admirable is beyond me. Any young person trying to emulate him will probably end up incarcerated and never be able to get a decent job.
Snoop Dogg is a fan of True Blood (he's talked about it in interviews before) and that is why he did the "Oh Sookie" song and video. It was hilarious and a real treat for True Blood fans. I dont think you can put an artist expressing himself through music in the same category as branding Snoop Dogg doggie treats. I just sayin'...
At least Snoop is a nice man,, to everyone, not just his raping friends. The rest of them seem to be having a contest to see who can get arrested the most. I know Snoop has been arrested before. But not like some of the others. Most of these rapers, are as rasict as it can possibly get. But Snoop is not like them in that way, thats what I like about him. Hes no sell out, hes just a nice man.
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Don't forget that Calvin Broadus (his real name) is a real ex-convict who has been repeatedly arrested on illegal weapons charges. His being a gangster appears to be no act. Why anyone would find him to be admirable is beyond me. Any young person trying to emulate him will probably end up incarcerated and never be able to get a decent job.
Reply
Snoop Dogg is a fan of True Blood (he's talked about it in interviews before) and that is why he did the "Oh Sookie" song and video. It was hilarious and a real treat for True Blood fans. I dont think you can put an artist expressing himself through music in the same category as branding Snoop Dogg doggie treats. I just sayin'...
Reply
At least Snoop is a nice man,, to everyone, not just his raping friends. The rest of them seem to be having a contest to see who can get arrested the most. I know Snoop has been arrested before. But not like some of the others.
Most of these rapers, are as rasict as it can possibly get.
But Snoop is not like them in that way, thats what I like about him. Hes no sell out, hes just a nice man.
Reply