Snoop Dogg Flexes On ‘Coolaid’
Despite being past his lucrative peak, Snoop Dogg continues to be prolific, delivering another consistent and enjoyable offering with latest LP ‘Coolaid.’
Once upon a time, Snoop Dogg was “kind of a big deal.” In 2016, far past lucrative prime, Snoop Dogg is prolific sans commercial fanfare. Sadly, latest album Coolaid wasn’t heavily promoted. Coolaid should’ve received more buzz simply because Snoop decided to rap again.
Snoop never stopped rapping. Prior to Coolaid, he released two non-rap projects. In 2013, reggae Reincarnated arrived, credited to Snoop Lion. Ultimately so-so, Reincarnated earned the MC a Grammy nomination. The better album was underappreciated R&B LP Bush, released in 2015. Bush was produced by Pharrell Williams.
Coolaid is classic in many respects. The material doesn’t supplant Snoop’s best, but Coolaid is assembled similarly to his classics. This album is nearly 80 minutes long, a rarity by today’s standards. Snoop is no stranger to lengthy projects, so in that regard, Coolaid is a return to form.
Despite being overstuffed, Coolaid has an abundance of respectable material. On opener “Legend,” Snoop flexes like a boss. In a most ferocious line, Snoop references his infamous murder case.
“1996, I beat a 187 / 80 million sold, and I ain’t check the records / Checked a couple rappers, told ‘em not to test me / ask me who I am? Motherf*cking legend.”
Later, “Don’t Stop” masterfully embraces old school. Snoop Collaborates with Too $hort. Both MCs are “on.” On “Super Crip,” Snoop is fiery with the signature smooth flow.
“What’s up, what’s happening? / Big Snoop in this b*tch, get it crackin’ / Dickies creased up and they saggin’ / Gat in the right side, left side flag.”
Continuing the flex-fest, “Coolaid Man” balances chill vibes with biting rhymes. He says it best himself:
“On the set, my n***a, Imma own mine / Upgrade, just like your phone game / big Snoop Dogg, I do my own thing / and I stays in my own lane”
Two collaborators make multiple appearances on Coolaid. Wiz Khalifa appears on “Oh Na Na” and single, “Kush Ups.” “Oh Na Na” is a smooth joint that is lush and luxurious in sound and feel. “Kush Ups” is more explosive, clearly the set’s most contemporary record. “Kush Ups” courts a younger fan base. Naturally, “Kush Ups” is about weed.
Swizz Beatz also makes multiple appearances. Swizz first appears on “Let Me See Em Up.” Here, he nails his role as producer and hype man. Then, Swizz contributes the “fireworks” on the groovy “Light It Up.” Swizz’s final appearance comes towards the end on another celebratory joint, “Let The Beat Drop (Celebrate).”
E-40 and Jazze Pha give Snoop a lift on “Double Tap,” which prudently follows promo single “Kush Ups.” Jazze Pha keeps the spirit of DMs alive and well on the hook, singing, “Slide off in your DM.” As for E-40, he’s on autopilot as always with his distinct, rhythmic rhymes.
Other collaborators include Jeremih (“Point Seen Money Gone”), Trick Trick (“Affiliated”), Suga Free (“What If”), and October London (“Revolution”). “Affiliated” opens with a sensational, unapologetic sample from Brandy, Roz Ryan and Jennifer Lewis. “I don’t want nobody f*ckin’ with me in this streets, children.” “Revolution” is a fantastic closing cut.
All in all, Snoop Dogg delivers another consistent LP with Coolaid. Coolaid is too long, but Snoop drops bombs. Had Coolaid arrived 15 years ago, it would’ve been a hit. Regardless, what does Snoop care? He’s a “Legend,” and, that’s all that matters at this point.
Gems: “Legend,” “Don’t Stop,” “Super Crip,” “Coolaid Man,” “Kush Ups,” “Double Tap” & “Revolution”