Snoop Dogg — Ego Trippin’

One issue that always seems to find its way to the world of hip-hop is the problem of “selling out.” When is an artist choosing a venture strictly for the financial aspect rather than for creative purposes? The last straw for Snoop Dogg may have been the start of his own TV reality series on E! called Snoop Dogg’s Father Hood. When you are promoted alongside the likes of the Kardashians, there is definitely something wrong.

So when Snoop Dogg announced Ego Trippin’ (released Mar. 11) as his proof of allegiance to the hip-hop community, many met the album title with curiosity. Nine albums deep in the game, there were several directions that he could have chosen to go, and one thing is for sure: Backward was not an option.

This is evident from the album opener “Press Play,” where we find the collaboration with fellow Long Beach native DJ Quik, work to his advantage. DPG member Kurupt grabs the hook to pay homage to the man of the hour as Snoop does the beat justice with simple yet satisfying verses.

Even though it gained notable airplay and chart position as the first single, “Sexual Eruption” definitely feels out of sync with the whole of the album. The R&B flow of the record is enticing and Snoop Dogg’s enthusiasm is captivating, but it just doesn’t fit. He might have stretched himself too thin on this record.

“Waste of Time” seems like the more appropriate appeal of R&B for Snoop. Over a Raphael Saadiq beat (and hook), an exhausted Snoop expresses his dissatisfaction with a relationship in the past. With his heart on his shoulder, Snoop raps “What you thought, ya? We can chill we can talk? / When I look you in your eyes I no longer see sparks / So it’s best we go our separate ways and stay apart / No more me and you cause I done had a change of heart.”

Grabbing his blue bandana, Snoop reminisces about his thuggish past in “Sets Up.” His lyrical command is not as raw as it used to be, so it’s understandable if the listener feels let down. However, you have to embrace the hypnotizing beat that Pharrell and Chad come through with. If Snoop would have stepped his lyrical game up on “Sets Up,” it would have been by far the strongest record on the album.

Snoop treats “Deez Hollywood Nights” with a more playful demeanor, but his references of sexual command are still potent, with lines like “They say I’m just too much commotion / all the yelling and screaming and pushing / Oh yes I got em’ open” and “Cameras flashing, police passing / Every little model wanna give me some action.” Nottz brings the goods as the production seamlessly connects with his vivacious delivery.

Ego Trippin’ starts to falter during the latter half of the album with the tracks “Staxxx In My Jeans” and “Ridin’ In My Chevy.” In both instances it feels like Snoop is struggling to find his muse, and in the process brings nothing exceptional to the table with generic lyrics and tempered hooks.

The Whitey Ford-assisted “My Medicine” interlude proves to be a disposable record that should not have made the cut. True, the nod to Snoop’s version of the “real American gangster” (Johnny Cash) is nice, but it just prolongs the sterilizing stretch of skip-ready tracks.

The bangin’ melody of “Those Gurlz” brings Ego Trippin’ out of this slump, and Snoop regains his composure. Co-produced by DJ Quik and Teddy Riley, this is the first record to feature QTD (Quik Teddy Dogg) together. If future collaborations of QTD are this promising, we’re clearly in for some creative gems to come.

The closing track “Can’t Say Goodbye” was said to make Snoop Dogg tear up every time he heard it; I don’t blame him. The production by Teddy Riley is beautifully pieced together with piano, strings and a choir added for a confession effect. Snoop reflects passionately on his street life as he raps “I know I got plenty more awards to get / I got a beautiful wife and some gorgeous kids / But it wouldn’t be right if I ignored this stuff / That made me who I am, the music and the man / Told me that I can when the world could give a damn / If it wasn’t for my homies saying stick to the plan.”

Ego Trippin’ is 21 tracks long, but it could have easily been shortened to a crisp and clean 15. Snoop may have been feeling generous with his work, yet the overall quality is lacking in consistency. But of course, Snoop needn’t worry about the significance of sales; he’s already swimming in a pool of Franklins.