With today’s proliferation of mass media, pop culture icons have a tendency to seem overly ubiquitous. They stare at us from the covers of glossy magazines, talk to us from both the small and silver screen, interact with us through our laptops and hypnotize us with their inescapable hit singles. But too often these days, while our biggest stars may be omnipresent in our lives, we feel no genuine connection to them or their artistry.
Yet, hip-hop icon Snoop Dogg is different. While, he’s everywhere, all of the time—from The View to 106th & Park, Sportscenter to One Life To Live, and from commercials with Adidas to Pepsi Max—Snoop’s continuing appeal to his legions of fans stems from a true bond that they have built with him through his music. And like Bigg Snoop, the music’s been everywhere. Whether it’s a stadium stage or the screen on your mobile phone, Snoop has most likely rocked it.
Now, as anticipation steadily climbs for his quickly approaching 11th studio album, Doggumentary, Tha Doggfather is continuing to enhance his connection with his fans through his music. Not only is Snoop utilizing his unrivaled digital presence to offer his fans inside access to the creative process behind the Doggumentary, but the album itself acts a memoir of sorts—both chronicling his journey in the game thus far and plotting where his path will lead him in the future.
The latest collection reflects everything that the world has come to embrace about the man born Calvin Broadus. While delivering several of the bombastic street raps that initially propelled Snoop to stardom, Doggumentary also boasts the sort of unpredictable collaborations that have made him a pop culture phenomenon.
Unafraid to experiment with his established sound, the intoxicating lead single “Wet” sees Snoop working with the newly hot production duo The Cataracs. Together, they unite to startling effect, creating an entrancing and atmospheric club jam that has already pounced on various radio formats. Another first-time contributor to Snoop’s illustrious catalogue is producer Lex Luger. The native Virginian (responsible for Rick Ross’ thunderous anthems “MC Hammer” and “B.M.F.“) provides Tha Bigg Boss Dogg with something even more triumphant—the fittingly titled “Platinum,” a song that also reunites Snoop with famed crooner R. Kelly.
Snoop Dogg’s ability to stay at the forefront of popular culture and connect with his fans has resulted in unwavering relevance. While he’s a TV and movie star, the founder and coach of a hugely successful youth football league and a savvy adapter of new technology, Snoop Dogg remains Tha Doggfather of hip-hop. Incredibly, his music is as “doggumented” now as it was in 1992 around the launch of his timeless debut Doggystyle. In fact, a stronghold over the various social networking platforms makes him more accessible than ever. With all eyes on the skinny kingpin from Long Beach, Doggumentary is the perfect title for the man who continues to occupy the throne as the world’s most famous rapper.