Snoopy D-O-Double-Gizzle.

Rating a hip-hop personality is often quite simply a matter of charting the level of success (usually in sales) they managed, and how long they were able to maintain that success. Which makes Calvin Broadus an interesting character in the grand story of hip-hop, in that depending on the level on which he is enjoyed by a particular person, the argument could be made for his either being the most over or under-rated lyricist of all-time.

From one perspective, he has had a very large hand in bringing the current state of rap to the forefront - that of the bling-coated, sex-obsessed 'hoodlums'. Then again, he has only one album that is considered to have much top-to-bottom weight (coincidentally, his solo debut Doggystyle) - despite being aligned with many of the top producers and organizations while they sat at arguably the peak of their creativity and influence (Dr. Dre/Death Row, Master P/No Limit, Pharrell Williams/the new 'free' market).

Today we examine the career of Snoop Dogg through his albums, in an attempt to ascertain how he has maintained his success thus far into his sixteen year career.

The Chronic
[Dr. Dre album - Snoop is featured on twelve of its sixteen tracks]
Sales: 3.00 x Platinum (US)

Widely considered to be perhaps the most influential album on the modern hip-hop sound and culture, Snoop Dogg's heavy involvement in The Chronic earned him the type of success and credibility that many artists have to work years to even approach. But it was not as though this was solely the doing of his being supported by Dr. Dre - Snoop's flow, particularly on the instant-classic "Nuthin' but a 'G' Thang", was both respected and met with critical acclaim for its balance between complex and effortless -- perhaps not a product of, but most assuredly an inspiration to the now heavily prevalent freestyle delivery. And when paired with tracks like "Fuck wit Dre Day", it served to establish his now well-known blunted-out, "don't hafta nothin'"-type persona.

Doggystyle
[executive production - Dr. Dre]
Sales: 4.00 x Platinum (US)

Even upon its release, the sound and feel of Doggystyle was immediately compared to that of The Chronic - which can easily be attributed to both Dr. Dre's production of the album, and the atmosphere held as standard at the Death Row Records studios - as described by Bruce Williams:

"Dre’s going to be the first one in the studio and the last one to leave. He’ll start messing with a beat. As the beat starts pumping, the guys start filtering in. Everybody will get their little drink and smoke in. Soon enough the beat starts to make a presence. You’ll look around the room and every cat that was a rapper – from Kurupt to Daz to Snoop – will grab a pen. They would start writing while Dre is making a beat so by the time he’s finished with the beat, they are ready to hit the booth and start spittin'. To see those young cats – they were all hungry and wanted to make something dope. The atmosphere that was there, you couldn’t be wack (...)"

Da Game Is to Be Sold, Not to Be Told [executive production - Master P]
Sales: 2.00 x Platinum (US)

Snoop's first release outside of both Death Row Records and the all West Coast/G-Funk sound that was their signature at the time. Although his next album No Limit Top Dogg would be more appreciated, Da Game would outsell it nearly two-to-one, and would deliver a firm message in the successful mixing of Nu-South production with West Coast lyricism - that collaboration was something to be sought, not shunned, an especially important message delivered just about a year and a half removed from the Tupac and Notorious B.I.G. killings. A message that not only rings true today, but dictates the genre - while hot producers serving as freelance hitmakers to whoever pays, lyricists still show pride in their geographic roots - but without the foolish beefs that cost the genre so much in talent and poor media exposure in the late 1990s.

Tha Last Meal
[released by Doggystyle as supported by No Limit & Priority Records; produced by Dr. Dre]
Sales: 1.00 x Platinum (US)

After a brief return to his G-Funk roots with No Limit Top Dogg in 1999, Snoop started off the new millennium with his first release on his own vanity label, Doggystyle. And with the new label came a new approach that lasts to this day, and is almost universally embraced within the upper echelon of hip-hop - that of the super-pimp-a-listic playa spectacular. It was almost as though Snoop had paid his dues, and could now use his name as a ticket to easy success - using beats from only the hottest producers, and being backed up by an all-star cast of guests (such as Nate Dogg on "Lay Low", Pharrell Williams on "Beautiful" and "Drop It Like It's Hot"). Much like Jay-Z, Snoop learned that he could be honest and rap about his riches and luxurious lifestyle - and that people would still buy his records, so long as the track was club-worthy.

Snoop Dogg's Doggystyle
Sales: ; Awards: 2001 Adult Video News Awards for Best Music, Adult Video News Awards for Top Selling Tape of 2001

In his first move that directly set trends, without being apart of a larger product - Snoop 'hosted' his own hardcore pornographic music video, "Snoop Dogg's Doggystyle". He was quickly followed by artists such as Mystikal, Yukmouth and Too Short - which all assisted in establishing a base of operations for Hustler's new clothing line and record label. Incidentally, while the scenes were filmed at Snoop's house - he is never involved directly with any of them - and most adult film critics have gone so far as to proclaim that the the video bears false advertising (in regard to the 'hardcore' level of the scenes). This video would later be followed up by a Snoop Dogg-endorsed Girls Gone Wild installment, but neither have seemed to assist or harm Snoop's career in any significant way.

-------------

So what is the lesson learned by looking at Snoop Dogg's career? What is his grand secret of success? In a word - consistency. Snoop has never truly reinvented himself as one brand or another of emcee - and while his status elevated, so did the references in his rhymes. His youthful pursuit of money gave way to the braggadocio-styled lyrics of other successful capitalists such as Jay-Z and Lil Wayne. But perhaps most importantly, Snoop has always had a sense of humour towards all of his affairs. Whether through cameos in Half Baked or his plain honesty in interviews (with a follow-up to that available here), Snoop has never hid any aspect of his life from the public - and seems to have been handsomely rewarded for that.

As far as influence goes, outside of his -izzy/-izzle suffixation, it can be argued that most influence in music is done on the other side of the booth - via production, and that Snoop's major contribution in that court has been in his willingness to work with whomever will gain him the surest path to success - a model that is utilized by nearly every platinum-selling artist in any genre nowadays. But regardless of how large the mark may be, it cannot be argued that Snoop Dogg's is a brand that will remain for quite some time, perhaps even after he has hung up the pimp hat and cane for the last time.