Snoop Dogg Introduces Reggae Alter-Ego Snoop Lion For New Album

Goodbye Snoop Dogg. Hello Snoop Lion.

The rap legend is swapping his rap moniker with his reggae alter-ego, Snoop Lion, for his upcoming reggae album, Reincarnated.

In support of the album, Snoop unleashed the LP’s first single, the aptly-titled, “La La La” on Friday (July 20). The Major Lazer-produced record has Snoop feigning a Jamaican accent.

Although the sound of Snoop’s voice might first draw a chuckle from his most hardcore fans, the LBC rapper definitely plans on moving forward with this concept, as evidenced by him setting up social networking pages for Snoop Lion on the likes of Twitter, Facebook and Tumblr and even tweeting celebs like the Kardashians, Rihanna and Martha Stewart about his new alter-ego.

Back in March, DJ/producer Diplo spoke about working on Snoop’s Reincarnated with MTV News.

"Snoop Dogg is an icon, man; he's bigger than the music," Diplo said months back during that interview. "What we're doing is a reggae record. It's like Snoop Dogg and Major Lazer together. It's all reggae and he's singing and he's doing a fucking awesome job and I never knew it, but he had his heart in every song. We're going to get back into the production of it next month, and I'm really proud of that record. It's the first record I've ever executive-produced and his crew is amazing.”

Snoop Lion is scheduled to make his first live performance at Toronto's Caribana 2012 festival on Aug. 3.—Mark Lelinwalla