Snoop Dogg wants to build a bridge between Gen-Z and old heads on ‘The Algorithm.’
as good housekeeping. Even legendary brands like Def Jam occasionally need revitalization. The label may be decades removed from its late Nineties renaissance when giants like Jay-Z, DMX, and Ja Rule ruled the universe. But when the Doggfather announced in June that he was onboard as an executive creative and strategic consultant, it reminded folks that hey, Def Jam still exists. It’s more than just a trademark at the bottom of a Justin Bieber album.
It’s not a full-fledged Snoop Dogg album, either – instead, he serves as a host, appearing on most but not all 25 tracks. His first major signee, Benny the Butcher, only shows up once on the bruising, superior posse cut “Murder Music” alongside Busta Rhymes and Jadakiss. Same with YK Osiris of “Worth It” fame, who croons alongside Snoop on “Applying Pressure.” Boldfaced Def Jam stars like Kanye West’s GOOD Music team, Logic and YG are nowhere to be heard.
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