Album: Snoop Dogg – Ego Trippin’

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Who hasn’t heard of Snoop Dogg? His wide spanning media presence, which includes music, film and television, automobiles (the Snoop DeVille) and even his own football league for kids, has ensured that everyone and their grandmother is at least aware of who he is.

The man born Calvin Broadus seemingly has nothing left to prove or conquer, it seems to be all about enjoying life for the Doggfather. The fun energy and laidback vibe seeps right through Ego Trippin’, Snoop’s ninth studio album, from beginning to end. Sadly with no contributions from Dr. Dre it may seem to some as an example of what if. However, being that the album is overseen by the new production unit QDT (Quik, Dogg & Teddy) musically and sonically the album is still in good hands.

The Shawty Redd-produced lead single Sexual Eruption (or Sensual Seduction as far as the charts are concerned) is certainly catchy but sounds more like a tune that would come from vocoder devotee T-Pain rather than Big Snoop Dogg. Snoop sounds much more comfortable being accompanied by the legendary DJ Quik behind the boards and Kurupt on the hook for the rousing opener Press Play.

Throughout the course of his ninth release Snoop sounds reinvigorated, although that doesn’t prevent him from relying entirely too much on his charisma and presence to carry him over, lacking the sharp bite that made him a household name originally.

When accompanied by the right allies though, the results can be magic; as is the case of Sets Up, where Snoop’s trademark gangsta-fied Cali drawl is teamed up with Pharrell’s vibrant Latin-infused concoction. Another highlight is the smooth relationship track Waste Of Time, where Raphael Saadiq lends his unique brand of psychedelic soul. The consistently sharp musicality provided by DJ Quik, Teddy Riley and others is what really puts the album over the top.

Unlike a number of his counterparts, the Big Dogg uses Ego Trippin’ as an opportunity to expand and adapt his trademark sound. When that experimentation includes clunky efforts like the Prince-inspired Cool and the Whitey Ford (Everlast) assisted My Medicine, which is dedicated to the late Johnny Cash (“a true American Gangster” according to Snoop), you wonder whether it is a wise decision. It's not necessarily the style of the tracks that are an issue, although it partly is, it's more so because it interrupts the flow of the album.

Like the majority of his previous work, Ego Trippin’ is very much a party album, jam-packed with energetic production and catchy hooks. Similar to one of Snoop’s favourite pastimes though, you may experience a temporary high during your listening experience, but it may not leave a lasting impression. It is not a perfect album of the same magnitude as Doggystyle or The Chronic nor is it a complete and utter mess; Ego Trippin’ is entertaining for what it is and the Doggfather proves that he is still far from irrelevant. Chuuch!

Available Through Geffen Records