Snoop Lion

LOS ANGELES, CA–(Marketwire – Nov 13, 2012) – Today, pop culture icon Snoop Lion is excited to announce a new partnership in support of the Mind Gardens Project, his latest non-profit initiative to establish sustainable, organic community gardens that will provide fresh fruits and vegetables to school aged children in Jamaica. Beverage maker Reed’s Ginger Brew has joined the effort to give back to Jamaica, adding momentum as they prepare to launch a massive Mind Gardens awareness campaign on Causes.com. (NASDAQ: REED)

Earlier this year, Snoop Lion unveiled his latest project, Reincarnated, which consists of a soon-to-be released album, a photo book, and a feature length documentary by VICE Films and Snoopadelic films illustrating Snoop’s evolution and transition from rap to reggae. This dramatic change came about as a result of Snoop’s recent personal journey to Jamaica and his time spent with the culture and people of the land. Wanting to give something back in return, Snoop partnered with entrepreneur and philanthropist John Paul DeJoria of Paul Mitchell and Patrón Spirits for the Mind Gardens Project.

“When I went to Jamaica we took time to visit these communities in Kingston, and I was deeply affected by the poverty and lack of good food available to the children,” says Snoop Lion. “No child should go hungry. After all the inspiration Jamaica had provided me, I felt compelled to create a program to give back to the community.”

The Mind Gardens Project has already begun work in Kingston, Jamaica with locations in the neighborhoods of Trench Town and Tivoli Gardens. Here, local residents are provided with tools and resources to help them effectively grow their own food. Plans for additional domestic and international locations are in the works for the future.

As a first step to help raise awareness for the initiative, the Mind Gardens Project, with the support of Reed’s Ginger Brew, has launched a campaign on Causes.com, which empowers people to take the Mind Gardens Pledge and make an effort to learn more about their own local community gardens. Everyone who takes the pledge will have the chance to win a year’s supply of Reed’s Ginger Brew by visiting www.causes.com/mindgardens. As the Mind Gardens Project launches, the partnership with Reed’s Ginger Brew brings a new element of positive synergy and perfectly complements Snoop Lion’s efforts to provide children with proper nutrition. Reed’s Ginger Brews, founded in 1989, is based on traditional Jamaican style ginger ales or “ginger beers” as the locals call it. When Reed’s CEO and Founder, Chris Reed, learned of Snoop Lion’s Mind Gardens Project, he knew he wanted to get involved.

“We’ve been looking for a way to give back to Jamaica,” says Chris Reed. “Nothing is more basic than food in helping people help themselves. Snoop helping to educate the world on how to eat better, and encouraging communities to grow their own organic food — this is very positive change. We are also excited about rolling out this project to many U.S. cities. My company has always tried to offer people better, healthier options when it comes to what they drink. Our larger goal is about helping people live better, healthier lives. Snoop’s Mind Gardens Project is in line with our vision. We have committed a percentage of our sales this year to help fund the program.”

“This is just the start, we have some big plans to roll out Mind Gardens stateside in the year to come,” says Snoop Lion. “We can all do our part to help people eat healthier and live better. Bless up! Jah Rastafari!”

About The Mind Gardens Project
Launched in Kingston, Jamaica in late 2012, Mind Gardens is a non-profit initiative started by Snoop Lion and John Paul DeJoria, with the goal of establishing sustainable, organic community gardens that will provide fresh fruits and vegetables to school aged children in the community. Bringing these communities the proper tools and resources to cultivate their own nutritional alternatives not only makes for healthy bodies, but also healthy minds. With two gardens already underway, we need your help to spread the word, build more gardens and take this project worldwide. Together we can plant a seed, grow a garden, and change a life.

About Snoop Lion
Snoop Lion is the new moniker of multi-platinum artist and entertainment icon, Snoop Dogg, whose ability to stay at the forefront of popular culture and new technology has resulted in unwavering relevance. Snoop Lion, in conjunction with VICE Media and Stampede Management, are set to release Reincarnated, a project that grew from Snoop’s recent trip to Jamaica where the people and culture positively affected him. The project includes a reggae album produced by Diplo and the Major Lazer production team, a feature-length documentary of his life and career, which premiered at the 2012 Toronto Film Festival to rave reviews, as well as a photo book. The fullReincarnated project is set to release early 2013.

About Reed’s Ginger Brew
Reed’s, Inc. (NASDAQ: REED) makes the top-selling natural sodas in the natural foods industry sold in over 13,000 natural and mainstream supermarkets nationwide. Its six award-winning non-alcoholic Ginger Brews are unique in the beverage industry, being brewed, not manufactured and using fresh ginger, spices and fruits in a brewing process that predates commercial soft drinks. The Company owns the top-selling root beer line in natural foods, the Virgil’s Root Beer product line, and the top-selling cola line in natural foods, the China Cola product line. In 2012, the Company launched Reed’s Culture Club Kombucha line of organic live beverages. Other product lines include: Reed’s Ginger Candies and Reed’s Ginger Ice Creams. In 2009, Reed’s started producing private label natural beverages for select national chains. Reed’s products are sold through specialty gourmet and natural food stores, mainstream supermarket chains, retail stores and restaurants nationwide, and in Canada, as well as through private label relationships with major supermarket chains.

About Causes
Causes.com is an online platform that provides tools for driving change. With 180 million users and over 500,000 campaigns for change, Causes is the world’s largest platform for activism and philanthropy. Causes enables grassroots organizers, nonprofits and companies to run online, social impact campaigns that raise brand awareness, engage targeted audiences, and build dynamic communities.

Snoop Dogg has been accused by Bunny Wailer, former drummer for The Wailers, of faking his Snoop Lion persona to sell records.



Additionally, the Ethio-Africa Diaspora Union Millennium Council (aka Rastafari Millennium Council) have sent a seven-page list of demands to Snoop. The document was obtained by TMZ and includes them telling the rapper that; "smoking weed and loving Bob Marley and reggae music is not what defines the Rastafari Indigenous Culture!"

The Rastafari Council are seeking fulfillment of the "financial and moral support" they claim Snoop committed to but as well as a public apology.

The rapper has previously said that he doesn't have to justify his change in direction as he has complete freedom in his creative direction. The Reincarnated documentary will explain his new direction. "If I just drop this music, it leaves room for questioning," he said. "You wouldn't understand the whole journey or the transformation. When I allow you to see the movie, to go on the journey with me, to see exactly why I'm the Lion."

Snoop Lion played his first live show in Toronto, Canada in 2012 which featured covers of Bob Marley's 'Could You Be Loved' and 'Iron Lion Zion'. He has subsequently released tracks including 'Lighters Up' and 'Here Comes The King'.

Snoop Lion, formerly known as Snoop Dogg, announced his embracement of the Rastafarian way of life following a visit to Jamaica in 2012. While there he took part in reasoning sessions with Rastafarian elders, among them The Wailers’ sole living founding member Bunny Wailer. The elders’ insights prompted Snoop to bury the Dogg and take on the lion. Leonine references are prominent in Rastafari and roots reggae lyrics because The Conquering Lion of Judah was one of the titles bestowed upon Rastafarian Deity Haile Selassie I when he ascended to the throne of Ethiopian Emperor on November 2, 1930.

Snoop, born in 1971, has declared himself the reincarnation of Bob Marley who passed away in 1981. A feature-length documentary, "Reincarnated," detailing Snoop’s Jamaica sojourn and spiritual transformation was released in March. His reggae album of the same name, recorded mostly during his Jamaica trip, drops today (April 23), when Rastafarians in Jamaica, coincidentally, solemnly observe the 47th anniversary of Haile Selassie I’s only visit to the island, April 21-23, 1966.

Tired of the rap game, Snoop sought a positive persona, which he found in Rasta and reggae. "I was at the forefront of the most violent time in hip hop… that’s what forced me to find a new path and I found peace; I am still Snoop (motherfucking) Dogg ‘til I die but when I make my reggae music I am in the light of Snoop Lion," declared the "Gin and Juice" rapper in the Reincarnated documentary. Numerous fans and critics have queried Snoop’s credibility as a Rastafarian reggae artist. Alternately viewed as an attention-grabbing career move or a misguided mid-life meltdown, only Snoop knows if his Rasta conversion is the outcome of genuine spiritual enlightenment or feigned cultural affectation but the overall lightweight lyrical content of the "Reincarnated" album, and the absence of (Jamaican) Rastafarian contributions to the project, suggests the latter.

Rastafari has significantly shaped roots reggae’s subject matter: the reverence of Haile Selassie I (whom many Rastas cite as Christ incarnate or God) and the visionary pan-African teachings of Jamaican freedom fighter Marcus Garvey (which includes celebrating African identity) are two of the faith’s most salient tenets and have been espoused in reggae song’s since the music’s late 60s inception. Such Afro-centric viewpoints were once considered so radical in Jamaica, Rastas were persecuted, driven from their dwellings, their dreadlocks shorn or they were just shot on sight. To support his stated mission of "paying homage and giving love to those who created reggae music and what it was made for" Snoop should have recruited at least one veteran Jamaican Rastafarian artist as a collaborator on "Reincarnated." Guest vocalists are included on 11 of the 12 tracks on the album’s U.S. edition yet not a single Jamaica based Rastafarian reggae act, from pioneering singers of the 1960s to 20-something year old sing-jays who keep Rasta struggles in the forefront of their music, participated in Snoop’s reggae venture. Several tracks celebrate marijuana, considered a sacrament among Rastas, but Snoop did that in his Dogg days and smoking herb does not make a Rasta.

In early April, Bunny Wailer "excommunicated" Snoop from Rastafari, (on Facebook, no less) citing "fraudulent use of Rastafari personalities and symbolism." Wailer didn’t mention if an advance copy of "Reincarnated" influenced his decision.

Nonetheless, aside from the casting, Snoop’s grandiose notion of his rebirth as Marley and no guest appearances by those on reggae’s frontline, "Reincarnated" stands as an enjoyable pop record laced with an assortment of roots and dancehall reggae references. Its sprinkling of Rasta ideology has, laudably, redirected Snoop’s gangsta lyrical exploits towards enriching themes such as ending gang wars and curbing gun violence. Recorded primarily at Jamaica’s luxurious Geejam Studios, the set’s executive producer, Diplo, strikes an alluring balance between roots reggae’s one-drop drum and bass driven rhythms, samplings of classic dancehall beats and his signature electronic flourishes.

1. "Rebel Way"
"Nuff of dem can’t take it when the lion roar," Snoop tenuously sings, announcing his new pathway where "love is the cure, courage is the weapon you can use to overcome."It’s a sincere, if vocally unspectacular, introduction to his enlightened persona,over a dub reggae meets hip-hop beat produced by Dre Skull, embellished with the filigreed guitar work of Willy Dintenfass.


2. "Here Comes the King" featuring Angela Hunte

Thankfully, Snoop’s not heralding his arrival as the king of reggae. He’s referencing the regality Rasta imparts to each of its adherents although the references to smoking an enemy like paper is more appropriate for the Dogg than the Lion. Snoop vacillates between toasting with an uneasy faux Jamaican accent and his much more organically rapped verses, while co-writer Angela Hunte (Jay-Z and Alicia Keys’ "Empire State of Mind") provides the snappy, childlike chorus.

3. "Lighters Up" featuring Mavado and Popcaan

One of the album’s best is essentially a hip-hop jam, featuring the innovative brass embellishments of Jamaica’s Tivoli Gardens Drum Corp and Jamaican dancehall artists Mavado and Popcaan, (the latter a protégé of Mavado’s former nemesis Vybz Kartel), respectively representing their (previously feuding) Gully and Gaza camps. Ironically, Mavado and Popcaan don’t acknowledge each other on this unity anthem, or in the video where each flanks Snoop. But kudos to the Lion for bringing these artists together, even if it is just for the duration of the song.

4. "So Long " featuring Angela Hunte
"So Long" is a roots jam about maintaining strength on life’s journey with top billing going to the call and response interplay between Snoop and Hunte. Yet, it’s the hook sung by Guyanese-American, Jahdan Blakkamoore, that provides the song’s sweetly melodic retro-reggae feel. Blakkamore’s backing vocals add a subtle yet rich texture throughout the entire album often enhancing Snoop’s lead.

5. "Get Away" featuring Angela Hunte
Major Lazer’s thumping rave track disrupts the album’s reggae and dancehall flavor. Snoop seems stranded in the sea of electronic propulsion, never quite getting past chanting the song’s title. Hunte’s energetic vocals should be framed by the rhythm, not competing with it as they do here.

6. "No Guns Allowed" featuring Drake and Cori B

"Rasta music is all about love and positivity, not shooting, beating people up and riding and killing. I get that and I want that, that’s the kind of record I want," said Snoop in the "Reincarnation" promotional video referencing "No Guns Allowed," a heartfelt commentary on the insanity of societal violence. Snoop’s tenderly sung message is punctuated by the accompanying vocals of his daughter Cori B and a hard-hitting verse by Drake all supported by Diplo’s hauntingly sparse one-drop beat and gentle percussive accents provided by former Police drummer Stewart Copeland.

7. "Fruit Juice" featuring Mr. Vegas
Diplo loops a sample of Jamaican keyboardist Noel Davey’s 1985 Sleng Teng riddim, which ignited Jamaican music’s digital revolution, over which Snoop and Mr. Vegas ostensibly name-check various fruit juices (sans the gin) although a lyrical double-entendre is definitely at play. Despite Vegas’ enviable, quick-paced rhyming skills, he searches in vein for a memorable hook.

8. "Smoke The Weed" featuring Collie Buddz

The refrain from Michael Palmer's (a.k.a Palma Dog) 1984 reggae hit, "Don’t Smoke The Seed," along with a digitized replication of that song’s rhythmic hook, is reworked into an irresistible 21st century marijuana anthem. Perhaps its his enthusiasm for the subject matter but Snoop shifts between Jamaican patois and rapped verses with an ease he doesn’t manage elsewhere. Collie Buddz whose name is a homage to herb, conquers the rhythm with his smoke fueled, chronic-championing rhymes.

9. "Tired of Running" featuring Akon
"This gangsta life ain’t no longer in me," Akon sings on "Tired of Runnin'" from his 2006 album "Konvicted." Here the song has adapted to a slow burning reggae groove. Akon’s lyrical reflection on a life of crime provides an apt, effective encapsulation of Snoop’s stated new direction.

10. "The Good Good" featuring Iza
Snoop and Iza aim for mainstream with this cheerful but disposable summer pop-reggae ditty. Iza is the first artist signed to Snoop’s new Berhane Sound System/Boss Lady Entertainment label. Interestingly, Berhane Selassie, which means "Light of the Holy Trinity, in the Ethiopian language of Amharic, was the name taken by Bob Marley when he was baptized in the Ethiopian Orthodox Church in November 1980, six months prior to his passing.

11. "Torn Apart" featuring Rita Ora
A rumbling bass line overlaid with swirling synths and majestic horn blasts drives an incessantly upbeat reggae tempo that is seemingly at odds with the song’s tale of heartbreak. Snoop and Rita are in great spirits on their debut pop-reggae collaboration, despite dealing with the topic of lost love. They convey an easy familiarity usually reserved for longstanding vocal sparring partners.

12. "Ashtrays and Heartbreaks" featuring Miley Cyrus"Ashtrays and Heartbreaks" is an effective up-in-smoke pop-reggae tribute to those who have departed. Snoop’s simple lyrics ("what goes up must come down… when it’s right something always will go wrong") and bland delivery are enlivened by Miley’s chirpy vocals as she fills up ashtrays, smokes the weed to cope with her losses.

Snoop Dogg wants you to know that he's tired of hip-hop, is Bob Marley reincarnated and is embracing reggae instead of the culture of guns he once rapped about.

Also, he's got a new name: Snoop Lion.

The artist said at a news conference Monday in New York that he was "born again" during a visit to Jamaica in February and is ready to make music that his "kids and grandparents can listen to."

The former gangster rapper is releasing a reggae album called "Reincarnated" in the fall. He said that in Jamaica, he connected with Bob Marley's spirit and is now "Bob Marley reincarnated."

Bob Marley's son Rohan attended the conference and gave Snoop his blessing.

"I feel like I've always been Rastafarian," Snoop said of the spiritual Jamaican movement. While there, he said, he visited a temple, was renamed Snoop Lion and was also given the Ethiopian name Berhane, meaning "light of the world."

Snoop didn't explain why he was switching from "Dogg" to "Lion," but it's likely a reference to the Lion of Judah, a religious symbol popular in Rastafarian and Ethiopian culture.

Later, he played five songs for a small crowd, including one called "No Guns Allowed." It features his daughter and includes the lyrics, "No guns allowed in here tonight, we're going to have a free for all, no fights."

"It's so tragic that people are doing stupid things with guns," he said.

Snoop, best known for hits like "Gin and Juice" and "Drop It Like It's Hot," is an avid supporter of marijuana rights and has been banned from entering Norway for two years after trying to enter the country with a small amount last month.

He said that in Jamaica, where he stayed for 35 days, he grew closer to his wife, who saw his transition. He added that he's excited to perform music that his family and children can listen to.

"As a 40-year-old man ... I've got to give them something," he said. "That's what you do when you're wise."

Snoop Dogg said he's not completely retiring from hip-hop but is "tired" of the genre because it is no longer challenging.

"Reggae was calling ... it's a breath of fresh air," he said. "Rap isn't challenging; it's not appealing."

The album was produced by Diplo and will feature Snoop singing. It will be released on Vice Records.

The album will be followed with a documentary of the same name, also produced by Vice. It features Snoop making music and will include some personal elements of his life, a producer of the film said. It will debut at the Toronto International Film Festival in September.

A coffee table book about Snoop's rebirth is also in the works.

"It feels like I'm 19 or 20 years old again," he said