News: Snoop Dogg On New Label Venture, "It Was My Dream To Be On Priority"

Monday, Dec 7, 2009 10:15AM

Written by Cyrus Langhorne

West Coast rap veteran Snoop Dogg recently spoke on making his move to Priority Records and why returning to the iconic home of rap groups N.W.A. and Westside Connection is a dream come true.

Snoop also referenced the impact Priority had on shaping Ice Cube's career in the 1990's.

"I actually approached Priority about the situation," Snoop said about his recording contract. "Even before I had a record deal, it was my dream to be on Priority. It was my dream to bring Priority back to life after I saw that it went kind of cold. I was heartbroken [when Ice Cube left N.W.A], because I loved the group as it was. But once Cube found himself solo with the Bomb Squad, DJ Pooh and Sir Jinx, it made me love him even more, that he'd gone out there to do for himself. Those first Priority records...took a toll on me. I felt like the label...put them in a position where the whole world knew who they were. They say Frank Sinatra had an office up in there. Ol' Blue Eyes had his day. Now it's time for Ol' Blue Rag to get his on." (XXL Mag)

Snoop was recently named the new Creative Chairman of EMI Music's Priority Records.

As Creative Chairman of Priority, the label that established West Coast Rap as an influential musical force, Snoop will re-launch the legacy of Priority and will drive efforts to maximize untapped digital and branding opportunities at the label. He will also serve as Executive Producer for a new series of Priority releases slated to begin hitting the market next year to commemorate the label's 25th anniversary. Priority's genre-defining catalog includes classic recordings by Snoop, as well as from N.W.A, Eazy-E, Master P, Ice Cube, Westside Connection, EPMD and others. (Press Release)

Snoop confirmed his role on Priority Records via a written statement earlier this fall.

"Starting fresh with EMI is a great feeling," he wrote. "It's a new partnership, a new Priority Records, and a new Snoop Dogg: the Creative Chairman...the Boss Dogg...the Dogg Father. The business model we've developed will bring the musical heritage of groups like N.W.A. to the forefront. And you definitely got to get ready for my new album Malice N Wonderland in December to kick it all off -- this is going to be the most potent dose of Snoop Dogg yet!" (FMQB News)

Despite a more executive-look, the "Doggfather" recently promised his ability to still deliver rap battles when called upon.

"I start off with so much malice in my heart when the record kicks in," Snoop explained in an interview. "By the time I get to the end of the record, I'm in Wonderland. I'm feeling good about life. I'm celebrating, happy about my wife, my kids, life in general. It's just a roller coaster of what I'm going through as I speak. I've always juggled the line, 'Should I make a gangster record? 'Cause I could kill all you rappers if I wanted to,' [and] then I have to sit back and say, 'I'm a business, so I'm gonna make records that can help me in this business.' I have to make radio records, but when I don't care, y'all in trouble." (MTV)

Snoop Dogg's Malice In Wonderland drops Tuesday, December 8th.

Check out a recent Snoop Dogg interview below:

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