Snoop Dogg, one of the most recognizable voices in hip hop and a pioneer of West Coast rap, released his 14th studio album today. Titled "COOLAID," the album features Snoop rapping over g-funk influences while also including a slew of acclaimed artists throughout the project, such as Too Short and E-40.
"COOLAID" is Snoop's last record since "Bush" in 2015, which was an album executive produced by Pharell. "Bush" was a more experimental for Snoop, with it mainly featuring him singing and not as much actual rapping.
With "COOLAID," Snoop created a rap-centric album that marks his first hip-hop project in five years, after his stint in reggae with "Reincarnated" an
d, obviously, "Bush."
The rap feel on "COOLAID" is reinforced by emphatic production from some of the genre's best. Swizz Beatz is credited with four tracks, Just Blaze with two, Timbaland with one, and even a J Dilla beat is used to round out the production variety. Nottz produced the track with Too Short and rising producer Cardo contributed with two beats of his own.
Promotion of the album started earlier this month. On June 2, Snoop appeared on "Jimmy Kimmel Live!" to announce the album's title and perform "Fireworks", a song off of "COOLAID." Then, throughout the ensuing weeks, Snoop released three singles from the album.
In the coming weeks, it will be interesting to observe the attention "COOLAID" gains and whether rap fans will flock to Snoop's return to hip hop.
Listen to the album on Apple Music here.