I found it somewhat ironic that as I made my way out east to NYC, the king of the West, Snoop Dogg, made his entrance to Chicago. Timing and location being only a minor setback, I frantically worked my Blackberry magic to coordinate a cross country interview with one of music’s most recognizable figures. Thanks to modern technology and the help of a few key people, we were able to talk with Snoop as he prepared for his show at The Congress Theatre. With a face and brand that stretches beyond music and into general Americana, Snoop seems to be operating at a different level than most, where the music is only one part of the machine, only one vehicle for the message. It’s reasonable to wonder what motivates such an artist, one with nine studio albums, a clothing line, TV show, movie roles, commercials and more, to continue to make full-length LPs and tour, especially given the current money-making scene that is the music industry 2009. For Snoop, the answer is easy. “When you are the best at doing something, it’s tough to give it up,” he said. “Look at Michael Jordan. I’m still competing and on point with all these younger artists, so I have to continue to step my game up and stay on top, ya dig?!?”
We can definitely dig it as Snoop readies his 10th LP, Malice N Wonderland, an LP that Snoop says is “extra exciting.” We dig into the new LP, the new West Coast artists on the rise, his new position as creative chairman at Capitol, and more in this RH exclusive interview with Snoop D-O-Double-G. Read it below.
RubyHornet: On the heels of the December release of Malice N Wonderland has the anticipation of a record dropping changed since your previous nine releases?
Snoop Dogg: It’s always exciting. This is my 10th solo, so it’s extra exciting. I treat it like my baby. You don’t want it to leak out or anything to happen to it. So lets pray nothing happens, hahaha.
RubyHornet: Given your success in a variety of areas and amount of opportunities, brand recognition outside of music, why do you choose to continue to make albums, especially in the current music market?
Snoop Dogg: When you are the best at doing something, it’s tough to give it up. Look at Michael Jordan. I’m still competing and on point with all these younger artists, so I have to continue to step my game up and stay on top, ya dig?!?
RubyHornet: Does the success of releases by artists in your peer group like Jay-Z, and Raekwon have any influence over your expectations for this record? Do you view them as peers or classmates so to speak?
Snoop Dogg: They the homeys and I respect what they do. I wish them success and they got dope ass albums. It’s always good for Hip Hop when people are dropping dope music and it makes everyone take their game to the next level.
RubyHornet: Some artists with huge hits have told me that some of their biggest songs are ones they dislike the most or grow tired of. Do you ever experience that? What place does your catalog have in your heart?
Snoop Dogg: I have never really experienced that. I can see where they are coming from, but I can’t say that a record like that sticks out in my mind. My catalog is definitely a big party of my heart jacc!!!
RubyHornet: You’ve talked about wanting to work with up and coming artists, what is something you learn or gain from them? What’s your joy in working with new artists?
Snoop Dogg: My kids keep me to the street and let me know what’s bangin’ and what’s not. A lotta new artists are boo boo. However, a lotta of them got talent and a hell of a future in front of them if they play their cards right. Shout out to Soulja Boy, Nipsey Hussle, Problem, Terrace Martin, Jazmine Sullivan… these are all young cats that I got on my new album.
RubyHornet: One artist that has been compared to you in particular is Nipsey Hussle. What do you think of him, and some of the other artists that have been dubbed a part of the “New West”.
Snoop Dogg: He’s the s**t and he gonna continue to be the s**t. I got nothing but love for Nipsey, and young ones coming up. Hustle Boyz, Terrace Martin, Problem, Nipsey, Luc, Damani, Ya Boy – shout out to all of them cause we’re gonna keep pushing and promoting this West Coast gangsta s**t.
RubyHornet: Can you think back to when you were starting out? Was there an event, meeting, or moment that made you realize, I’m in the music business. I’m not just rapping anymore so to speak, and you had to alter your thinking as such?
Snoop Dogg: When I saw myself on “Rap City” with Dre when we did “Deep Cover”. That was the moment when I was like…..damn! Thats big!
RubyHornet: Speaking of the new album, Malice N Wonderland can be seen as an oxymoron to some. What is the concept that comes with the title? Beyond the play off “Alice In Wonderland”, it also seems to bring up a theme of temptation and having ‘trouble in paradise.’
Snoop Dogg: I got the Malice: the hard and demonic and bangin’ West Coast records. And then I got the classic jams for the ladies. You get the two sides of Snoop Dogg, but in a way that you have never seen him before. Shout out to tha big homey Lalo Schifrin for giving me the title of Malice N Wonderland. He is a legend.
RubyHornet: The album has a track produced by Dr. Dre. Do you have the fans in mind when putting together a track with Dre? How do you think their excitement or enthusiasm compares to yours?
Snoop Dogg: Working with Dre is always exciting. You, me, the fans always know something magical is gonna happen. You just gotta sit back and make sure you witness it.
RubyHornet: You were named Creative Chairman at Priority Records. What does the ‘Creative Chairman’ title entail, why is it a good fit for your?
Snoop Dogg: Bringin back the West and letting everyone know that we started this gangsta s**t, and we’re gonnna continue to do so. It’s a good fit because the King of LA now has a seat at the most recognizable building in LA for music: Capitol. Be on the lookout for classic music coming your way, new, old, and or remixed, ya dig?!?
