Snoop Dogg reincarnated himself into Snoop Lion! In conjunction with VICE, the youth media brand, the REINCARNATED project embodies Snoop’s recent stay on the island of Jamaica. The project includes a reggae album produced by Diplo and the Major Lazer production team, documentary, photo book, and a non-profit initiative called Mind Garden.
His reincarnation is a musical and spiritual awakening, and if you’re thinking an album is the main purpose, Snoop said that it’s not. In fact, it’s about a calling.
For this project, I had no intention of making a reggae album, but the spirit called me. Anytime the spirit calls you gotta know that it’s serious and real.
The title Snoop Lion was given to Snoop by the revered Nyabinghi upon his arrival to the island, and the name is derived from the Lion that appears on the Imperial Ethiopian flag and remains an honored symbol of former Ethiopian Emperor, Halie Selassie I, and the Rastafarians themselves.
Snoop also mentioned that he wants to bury Snoop Dogg.
I didn’t want to be Snoop Dogg on a reggae track … I wanted to bury Snoop Dogg and become Snoop Lion, but I didn’t know that until I went to the temple and received the name Snoop Lion from the Nyabingi priest. From that moment on, I started to understand why I was there and was able to create something magical in this [Reincarnated] project … something I haven’t done before in my career.
His recent single “La La La” from his REINCARNATED reggae album has been well-received. Also, Snoop will release 1,962 copies of limited edition 7-inch vinyls to distribute in celebration of the song and commemoration of the 50 years of Jamaican independence on August 6.
Snoop’s journey through Jamaica is documented by VICE, and the documentary was also accepted to the prestigious Toronto International Film Festival. Featuring never-before-seen images of Jamaica, the documentary will premiere on September 7 and 8, 2012.
For more info on REINCARNATED, visit www.snooplion.com and follow @Snoop_Lion on Twitter and Instagram.