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      Rap Takes Over Super Bowl Halftime, Balancing Celebration and Protest

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      Dr. Dre, Snoop Dogg, Eminem, Kendrick Lamar, Mary J. Blige and 50 Cent asserted the power of hip-hop’s oldies generation on pop music’s most-watched stage.Leading up to Sunday’s Super Bowl halftime show, much ado was made over the fact that this would be the first year that hip-hop occupied the center of the concert. It was marketing copy that overlooked the glaring lateness of the achievement — that rap was finally getting the spotlight in perhaps the 20-somethingth year of hip-hop occupying the center of American pop music. Does progress this delayed still count as a breakthrough?After several years of grappling with an assortment of racial controversies, the N.F.L. likely wanted credit for showcasing Black music — especially hip-hop, the lingua franca of American pop culture — this prominently. What would some of rap music’s generational superstars — Dr. Dre, Eminem, Snoop Dogg, Kendrick Lamar — titans with little fear for their reputations, do with this most visible of platforms?The stories told on the SoFi Stadium field Sunday night were multilayered, a dynamic performance sprawling atop a moat of potential political land mines. In the main, there was exuberant entertainment, a medley of hits so central to American pop that it practically warded off dissent.Dr. Dre opened up the performance behind a mock mixing board, a nod to the root of his celebrity: the ability to mastermind sound. For the next 12 minutes, vivid and thumping hits followed, including “The Next Episode,” a wiry collaboration between Dr. Dre and Snoop Dogg, wearing a blue bandanna-themed sweatsuit; “California Love” (mercifully, delivered without a hologram of Tupac Shakur, as some had rumored); Eminem’s stadium-shaking “Lose Yourself”; Lamar’s pugnacious and proud “Alright”; and a pair of songs from Mary J. Blige, the lone singer on the bill.50 Cent, hanging upside down from the ceiling of the set, was an unannounced guest, performing his breakout hit “In Da Club,” one of Dr. Dre’s seminal productions. (This was almost certainly the most bleeped halftime show ever.)Mary J. Blige, the lone singer on the bill, performed two songs including “No More Drama.”AJ Mast for The New York TimesThe performances were almost uniformly excellent. Lamar was stunning — ecstatically liquid in flow, moving his body with jagged vigor. Snoop Dogg was confident beyond measure, a veteran of high-pressure comfort. Eminem, insular as ever, still emanated robust tension. Blige was commanding, helping to bring the middle segment of the show into slow focus with a joyous “Family Affair” and “No More Drama,” rich with purple pain. And Dr. Dre beamed throughout, a maestro surveying the spoils of the decades he spent reorchestrating the shape and texture of pop.But the true battles of this halftime show were between enthusiasm and cynicism, censorship and protest, the amplification of Black performers on this stage and the stifling of Black voices in various stages of protest against the N.F.L. Just a couple of weeks ago, the N.F.L. was sued by the former Miami Dolphins head coach Brian Flores who said he had faced discriminatory hiring practices.This halftime show, which scanned as an oasis of racial comity if not quite progressivism, was the third orchestrated as part of a partnership between the N.F.L. and Jay-Z’s entertainment and sports company, Roc Nation, that was struck in the wake of the kneeling protests spawned by Colin Kaepernick in 2016.“It’s crazy that it took all of this time for us to be recognized,” Dr. Dre said at the game’s official news conference last week, underscoring that the N.F.L. essentially chose to wait until hip-hop had become oldies music — apart from Lamar, all the artists Sunday had their commercial and creative peaks more than a decade ago — in order to grant it full rein on its biggest stage.The N.F.L. is notoriously protective of its territory, and mishaps at the halftime show — Janet Jackson’s wardrobe malfunction, M.I.A.’s middle finger — have tended to cause outsized public brouhahas. Halftime may well be one of the last stages in this country where hip-hop still feels like outsider music, amplifying the sense that the interests of the league and of the performers might not have been fully aligned.Eminem concluded “Lose Yourself” on one knee.AJ Mast for The New York TimesThis year’s event also took place in Inglewood, just 20 minutes west of Compton, where Dr. Dre was a founder of N.W.A, one of the most important hip-hop groups of all time, godfathers of gangster rap and agit-pop legends. Compton was embedded into the stage setup: the buildings included signs for its various landmarks, including Tam’s Burgers, Dale’s Donuts, and the nightclub Eve After Dark, where Dr. Dre used to perform with his first group, World Class Wreckin’ Cru. The dances, from Crip-walking to krumping, were Los Angeles specific. Three vintage Chevrolet Impalas served as visual nods to lowrider culture. Lamar performed his segment atop a massive aerial photograph of the city.Understand the N.F.L.’s Recent ControversiesCard 1 of 5A wave of scrutiny. More

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      How Hip-Hop Inched Its Way to the Super Bowl Halftime Stage

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      At Sunday’s game, Dr. Dre, Snoop Dogg and Kendrick Lamar will lead the first-ever halftime performance with rap at its center. The genre has taken a roundabout path to get there.On Sunday at SoFi Stadium in Inglewood, Calif., the Super Bowl halftime show will feature the local rap heroes Dr. Dre, Snoop Dogg and Kendrick Lamar, placing hip-hop firmly at the center of the annual spectacle, which is routinely watched by more than 100 million people, for the first time.The show, which is being produced in part by Jay-Z’s entertainment and sports company, Roc Nation, will also star Eminem and Mary J. Blige, but it will not be the first to include rap music. The genre has taken a rocky, roundabout path to headliner status at the Super Bowl, with this year’s event coming at an increasingly fraught moment for the N.F.L. regarding race.That baggage is nothing new: At least since 2016, when the quarterback Colin Kaepernick began kneeling during the national anthem to protest police killings of Black people, the league has faced questions about its commitment to diversity and social justice, on the field and off. More than 70 percent of the league’s players are Black, but the N.F.L. has no Black owners and, until recently, only one Black head coach. This month, Brian Flores, the Miami Dolphins head coach who was fired last month, sued the league, claiming he and others had been discriminated against in the hiring process.Those debates have trickled into its entertainment business. In 2017, well before his company partnered with the N.F.L., Jay-Z turned down an offer to perform at the Super Bowl, and reportedly urged others to do the same. In subsequent years, with Jay-Z declaring “we’ve moved past kneeling” to some backlash among players and fans, Roc Nation has booked pop extravaganzas featuring the Weeknd, Jennifer Lopez and Shakira.But Dr. Dre and Snoop Dogg — while among the most recognizable hip-hop veterans with decades of hits and pop culture cachet between them — represent something different, and that may be the idea. “At one point, Dre was in a group that was banned by popular culture,” said Will.i.am of the Black Eyed Peas, which headlined the show in 2011, referencing the widespread controversies of Dr. Dre’s early gangster rap act N.W.A.That the N.F.L. has now turned to these once-controversial figures with their own checkered pasts may seem far removed from the days of pearl-clutching regarding Janet Jackson’s 2004 wardrobe malfunction, M.I.A.’s middle finger in 2012 and Beyoncé’s nods to the Black Panthers in 2016. But some say it’s also indicative of the league’s long, jagged journey to embrace Black music and culture — especially rap — as well as its need to shore up its community bona fides now.“The N.F.L. is positioning the halftime show as a meaningful occurrence,” Dr. Ketra Armstrong, a professor of sport management at the University Michigan and the director of the Center for Race & Ethnicity in Sport, said in an interview. “But to some, it seems performative for the N.F.L. to feature these artists. It feels like window dressing. You’re using Black talent to entertain the masses, but what are you doing that would honor the essence of hip-hop, like addressing racial injustices in the communities that have bred this labor force of Black talent?”Dive Deeper Into the Super Bowl Optimism and Anxiety: This year, SoFi Stadium in Inglewood will host the Super Bowl. What does the event mean for the city? Home Advantage: The Rams will use their usual facilities and home stadium in the game against the Bengals. Here is how they are getting ready.Cooper Kupp: The Rams receiver managed an All-Pro season, becoming a sure-handed catcher and the driving force behind the team’s success.Joe Burrow: He has led the Bengals to their first Super Bowl appearance in 1989. But he still thinks about that playoff loss in high school.The Super Bowl halftime stage was not always a place for hitmakers. In 1967, with popular music venturing into daring directions, a television audience of about 51 million watched the University of Arizona Symphonic Marching Band perform a selection of tunes including the Dixie anthem “Waiting for the Robert E. Lee.”Other marching bands had the spotlight for years, as did avatars of safe, family-oriented entertainment, like Andy Williams and Carol Channing. No rock performer played the halftime show until 1988, almost seven years into the MTV era, when the oldies act Chubby Checker twisted at Super Bowl XXII. Three year later, New Kids on the Block would become the first contemporary pop group to perform at the event, and the show remained blandly middle-of-the-road until Michael Jackson’s powerhouse performance in 1993.In the years that followed, established greats like Diana Ross and Stevie Wonder dominated, sometimes with more modern acts like Gloria Estefan and Boyz II Men as guests, though the burgeoning hip-hop of the 1990s remained absent. When Queen Latifah joined the Motown tribute in 1998, she performed “Paper,” one of her first songs to not feature any rapping.The next modern M.C. to take the Super Bowl stage was Nelly in 2001, as part of a larger ensemble of pop figures. He returned in 2004 and was joined by P. Diddy, bringing more contemporary rap to the performance than ever before. But that was also the year that changed everything: After a medley of appearances by Diddy, Nelly and Kid Rock, Janet Jackson sang, among other songs, “Rhythm Nation” — an idealistic ode to unity and Black power (“Join voices in protest/To social injustice”) — before finishing the show by duetting with Justin Timberlake on his hit “Rock Your Body.” Just before the commercial break, Timberlake put his hand on Jackson’s costume, pulled at it and exposed her right breast, triggering a national uproar.Missy Elliott, left, joined Katy Perry at halftime in 2015. Will.i.am performed with the Black Eyed Peas in 2011, ushering in a new era of pop on the halftime stage after a period of classic rock acts.From left: Bennett Raglin/Getty Images; Adam Bettcher/Getty ImagesFor years after, the Super Bowl halftime producers retreated to the safety of classic rock: Paul McCartney, the Rolling Stones, Tom Petty, Bruce Springsteen and the Who all performed. It was during that period of careful conservatism that Will.i.am saw an opening.“I flew out to New Jersey, went to the N.F.L. headquarters, and I pitched the Black Eyed Peas,” he said in an interview. “We weren’t, like, ‘Yo, we’re family friendly!’ Or ‘We rated PG, bro.’ My pitch was, ‘You know you need to have pop on the halftime show again.’” It wouldn’t be long, he warned the N.F.L., before they ran out of classic rock bands.In 2011, the Black Eyed Peas got the gig, inching the N.F.L. back toward the modern mainstream. But concerns about putting on a show palatable to all audiences lingered. “There’s a girl in our group,” Will.i.am said, referring to the singer Fergie. “They were nervous about that,” he said, and “checked our wardrobe like we were going through freakin’ security at the airport.”“You’ve got to understand the circumstances, and the walls that were up,” Will.i.am added. “We cracked open the door to get the N.F.L. out of that fear of pop and urban music after a seven-year break of only going legacy. To now have everybody from Bruno to Beyoncé to Dre and Snoop — talk about a total perspective change on the importance of diversity and inclusion,” he said, referring to Bruno Mars, who headlined in 2014 and returned as a guest two years later.Yet even as rap slowly regained its place on the Super Bowl stage — with Nicki Minaj, Missy Elliott, Travis Scott and Big Boi all making cameos in the last decade — questions linger about whether the music and its messages can transcend the 12-minute show now that the genre is taking prominence.“The N.F.L. is trying to look better by celebrating hip-hop, but they need to do better,” said Dr. Armstrong, the professor. “I’m hoping the artists are going to use their own power and influence to get them to do so.”A Brief History of Hip-Hop at HalftimeSuper Bowl XXXII (1998)When in doubt, it’s always safe to program something nostalgic, like a salute to Motown’s 40th anniversary (the label was founded in 1959). The featured acts were the Temptations, Smokey Robinson, and Martha and the Vandellas. To balance the generational appeal, they were joined by the label’s then top current act — the throwback harmony group Boyz II Men — as well as the Motown rapper Queen Latifah, who sang a new-jack-swing-inspired version of “I Heard It Through the Grapevine.”Super Bowl XXXV (2001)The St. Louis rapper Nelly, who’d released the breakout Top 20 pop hit “E.I.” in 2000, was an afterthought on this bill, which featured the rock band Aerosmith, then in its fourth decade, and the peppy pop phenoms ’N Sync. The two groups alternated songs, then united for the big finale, “Walk This Way,” joined by Britney Spears, Mary J. Blige and Nelly, whose “E.I.”/”Walk This Way” mash-up included only half of his first verse. Total camera time for rap: 18 seconds.Super Bowl XXXVIII (2004)Three years later, Nelly returned and performed his No. 1 hit “Hot in Herre,” which urged listeners to “take off all your clothes.” Combined with Kid Rock and P. Diddy, there was far more rap included than in any previous Super Bowl show. But this infamous halftime show is mostly remembered for the Janet Jackson and Justin Timberlake incident, in which her breast was mostly exposed. Not long after, Jawed Karim, a computer science and engineering student, grew frustrated at how difficult it was to find a clip of that moment online, and sensing a market niche for a video-sharing site, soon helped found YouTube.Super Bowl XLV (2011)The N.F.L. disappeared pop music from the halftime show for several years, eager to avoid bad publicity or Congressional criticism. But the supply of widely beloved rock stars was limited, and Ricky Kirshner, in his debut as the show’s producer, brought in the pop-rap group Black Eyed Peas. The group dashed through their many hits while leaping around a set that looked like a “Tron” reboot. And in the Super Bowl’s attempt at broader appeal, Slash of the rock band Guns N’ Roses played guitar while Fergie, of the Black Eyed Peas, sang the band’s ferocious “Sweet Child O’ Mine.”Super Bowl XLVI (2012)Madonna headlined the show in a gladiator’s cingulum — with ample help from the briefly massive party-rap duo LMFAO; the rapper and singer Cee Lo Green; and Nicki Minaj and M.I.A., two inventive rap talents who’d recently recorded “Give Me All Your Luvin’” with Madonna. M.I.A.’s verse had a few expletives, which were bleeped out, and in their stead, she raised her left middle finger to the camera. The F.C.C. reportedly received more than 200 complaints, about one for every 450,000 viewers. The N.F.L. apologized to its audience and filed arbitration claims seeking $16.6 million from M.I.A., whom they said violated a contract requiring her to comply with anti-profanity standards. This prompted M.I.A. to tweet at Madonna, “Can I borrow 16 million?” The conflict was settled out of court for an undisclosed amount.Super Bowl XLIX (2015)In the most-watched halftime show ever, with nearly 115 million viewers, the headliner Katy Perry was joined by Lenny Kravitz for a rocking rendition of her hit “I Kissed a Girl,” but the true second banana was Missy Elliott, who performed parts of three of her tracks: “Get Ur Freak On,” “Work It” and “Lose Control.” The pairing of Perry and Elliott seemed more natural than other shotgun marriages, because both are pop surrealists. More than two years later, Elliott tweeted that she’d been in the hospital the night before the Super Bowl, and when her first song started, “I was SO SHOOK. I said Lord I can’t turn back now.”Super Bowl LIII (2019)In solidarity with Colin Kaepernick, a number of Black artists were rumored to have turned down offers to perform in 2019. Instead, Maroon 5 headlined with guest spots from Travis Scott and Big Boi of Outkast. “It’s what it is,” the Maroon 5 singer Adam Levine said after people criticized the band and accused it of violating a boycott. “We’d like to move on from it.”Super Bowl LIV (2020)The N.F.L. knew it had to fix its relationship with hip-hop, and partnered with Jay-Z and Roc Nation to produce the Super Bowl halftime show. Kaepernick “was done wrong,” Jay-Z told The New York Times. “But it was three years ago, and someone needs to say, ‘What do we do now — because people are still dying?’” The headliners were Shakira, a Roc Nation management client, and Jennifer Lopez: two Latina women who have released albums in Spanish as well as English. They were joined by Bad Bunny, a Puerto Rican rapper and singer; and J Balvin, a Colombian who brought reggaeton, rap’s younger Spanish-speaking cousin from the Caribbean, to the Super Bowl stage. More

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      Kendrick Lamar, Dr. Dre and Snoop Dogg to Share Super Bowl Halftime

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      The N.F.L. announced the three Southern California natives will share billing with Mary J. Blige and Eminem at Super Bowl LVI in Los Angeles.The N.F.L. announced Thursday that five performers would share headlining duties at the Super Bowl, with a distinct nod to West Coast hip-hop given the game’s location at SoFi Stadium in Inglewood, Calif. Three Southern California natives and rap titans — Dr. Dre, Snoop Dogg and Kendrick Lamar — will take the stage alongside Mary J. Blige and Eminem during the halftime show scheduled for Feb. 13, 2022. The game will air on NBC.“The opportunity to perform at the Super Bowl Halftime show, and to do it in my own backyard, will be one of the biggest thrills of my career,” Dr. Dre said in a statement.The halftime show for Super Bowl 56 will be the third produced by Roc Nation, the entertainment and sports company started by the music impresario Jay-Z, as the N.F.L. pushes to modernize the show and appeal to a more diverse audience. Jennifer Lopez and Shakira were dual headliners of the 2020 performance in Miami Gardens, Fla. The Canadian pop superstar the Weeknd performed at halftime of February’s Super Bowl in Tampa, Fla., before a crowd limited by coronavirus pandemic restrictions. He reportedly spent $7 million of his own money on the production, in part to ensure that the spectacle would wow TV audiences.Organizers said the expected return of the Super Bowl’s usual capacity crowd at SoFi Stadium, the $5 billion venue near Los Angeles International Airport that opened in 2020, would restore energy to the festivities.“This year we are blowing the roof off the concept of collaboration,” said Adam Harter, the senior vice president of media, sports and entertainment at PepsiCo, which sponsors the show. “Along with the N.F.L. and Roc Nation, we continue to try and push the limits on what fans can expect during the most exciting 12 minutes in music.”The Super Bowl is typically the most watched broadcast of the year, despite ratings declining in five of the past six years, notably among the advertiser-coveted demographic of people aged between 18 and 49. In February, 96 million people watched the Super Bowl between the Tampa Bay Buccaneers and the Kansas City Chiefs, the game’s smallest audience in 15 years, despite the N.F.L.’s biggest star, quarterback Tom Brady, leading Tampa to victory. That decrease was in line with overall drops in viewership for sporting events held amid the pandemic.If advertiser interest is any indication, though, this season’s Super Bowl could mark a resurgence. NBC said earlier this month that it had nearly sold out of Super Bowl advertising spots, which cost a record $6.5 million for 30 seconds.Kevin Draper contributed reporting. More

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      The Tao of Snoop Dogg

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      Nearly 30 years after emerging as a profane gangster rapper from Long Beach, Calif., Snoop Dogg has transcended his hip-hop roots and become culturally ubiquitous.Here he is in the new Addams Family movie. There he is on a Corona commercial. He has a show with Martha Stewart on VH1 and an investment fund, and is still releasing new music.Celebrities who cross genres can risk diluting their brand, spreading themselves too thin or alienating the core fans who propelled their rise to fame. Snoop has so far managed to avoid these pitfalls while, in crucial ways, remaining relentlessly on message.Zooming from his compound in Los Angeles, he smoked an enormous blunt while discussing how he went from a shy musician to a multiplatform entrepreneur with several new ventures in the burgeoning cannabis industry.To the brands he endorses, including Corona, Beyond Meat and Bic lighters, he is a gregarious spokesman. Yet Snoop has strong feelings about what he says is persistent racism in the business world, and is uninhibited in his critique of the status quo.This interview was condensed and edited for clarity.How have you managed to stay relevant for so long?The easiest thing you can do is just do you. I felt like doing me would be the easiest path to me remaining relevant in the industry. It’s originality and uniqueness. I just try to do me.OK. At what point did you think your career was going to be about more than just music?Probably after I did the “Murder Was the Case” movie. In the beginning, I wasn’t comfortable on camera. I was kind of shy. But once I got to that stage, as far as to be able to shoot a movie that I asked for, that I wanted to be a part of, and it came to life — it was fascinating to me.How did you overcome that shyness?Success and practice. The more success you have and practice you have, the more familiar you become with it. Either love it or hate. I love what it do for me and I love what it do for other people when they see me onscreen. It’s a feeling of joy when people understand it and they get it.How did you think about building out a career beyond music?We weren’t into branding or any of that at first. We were just into making good music and trying to be the dopest [expletive] in the world. My branding and my business came when I was able to go to No Limit Records with Master P, and be under his guidance and his tutelage and his wisdom. He taught me how to be a better businessman, how to be more than just a rapper, but to be about my business. It’s called show business. I had mastered show. But Master P showed me how to master the business.Who were your mentors besides Master P?Dr. Dre. Definitely Puffy. Russell Simmons. Guys like that, that were in my field but were able to jump outside of it and become bigger.I’m not really somebody that likes taking information from people. I’m more about: We trading game, chopping it up, bettering each other, giving information on how my business is going, how your business is working, how I see it from the outside looking in.I got a lot of relationships. Quincy Jones and Charlie Wilson are like uncles to me, where they shape and mold the lifestyle of Snoop Dogg, not just the business. What you learn about being a better person from somebody is more important than what you learn business-wise or career-wise.How did you make sure you had honest brokers around you as you were getting involved in new ventures?Sometimes you have to have the wrong people around you to know what the wrong people around you look like and what they act like. My experience came from having the wrong people in my business, to where they didn’t benefit me or didn’t teach me anything.A lot of people say don’t mix family and business, but you recently hired your wife as your business manager.Why not? You got to have people in your life that understand you, and understand business. She’s been my best friend for like 35 years, so she understands everything about me and how I get down. I don’t trust nobody like I trust her. At the end of the day, if something was to go wrong with me or if I wasn’t able to do it anymore, I know that everything would be in the right hands, and things would continue to run just like an operation.How do you think about which brands you want to work with these days?It’s got to be fun. And it’s going to make funds. So long as the word “fun” is involved, it’s cool.Do you consider potential partners through any moral or ethical lens?I think about all of it. I don’t want to associate myself with people who don’t have a like mind as me, just like they don’t want to associate themselves with me if I don’t have the same mind as them. Companies that get down with me know how I get down. They know the extracurricular things that I do. They know the things that I do in the hip-hop world and in the business world.They have to accept all of that when you’re dealing with Snoop Dogg. That’s the way I branded myself, to where when you get Snoop Dogg, you get all of it. It’s just, what version did you pay for? Did you pay for the version with the kids, the G-rated Addams Family movie? Or did you pay for the rated-R Snoop Dogg, the one the adults like? Which one did you pay for?“I helped make this business famous before it became legal.”Maggie Shannon for The New York TimesBack when you started making music, did you ever imagine how big the legal cannabis market would get?No. Not as many times as I went to jail for it. And it’s still on my criminal record. I don’t understand how it could go from being the most hated, the most vicious thing that you could do, to now everybody’s capitalizing off of it, and they’re leaning toward a demographic that can prosper off of it, as opposed to the demographic that created the business.We should be able to have some of our people — that look like me — as executives, as C.E.O.s, as platform owners. You know, the top of the chain, not just the spokesperson or the brand ambassador. We need to be the brand owners.Is that part of the reason you’re involved in the business?I helped make this business famous before it became legal. The forefathers were the ones before me. The jazz musicians, the Bob Marleys, the Cheech and Chongs, the Willie Nelsons. All of those guys laid the foundation down. I just continued what they were doing and put a little bit more spice on. I’m still paying respect to them, and knowing that this is a love branch. Cannabis, marijuana, whatever you want to call it, is all about love and bringing people together.Is the issue of trying to close the Black wealth gap something you’re thinking about beyond the cannabis industry?That’s why I’m trying to be one of those examples, of someone who creates his own everything, owns his own everything, and has a brand strong enough to compete with Levi’s and Miller and Kraft and all of these other brands that have been around for hundreds of years. That’s what I want the Snoop Dogg brand to be.Do you think the platforms like Apple and Spotify are treating artists fairly?I just don’t understand how you only get this little bit amount of money per stream. I just don’t understand the dynamics of those numbers, and how they can create these systems without Black people up top, while Black people are the ones generating the most money from these systems through the music. So I’m just trying to figure out when they’re going to cut us in in the beginning, as opposed to always letting us be the ones who get it to a point where these platforms can sell for billions of dollars, and then the Black people that made it famous get nothing.Just like the TikTokers. All of the young Black content creators on TikTok have boycotted because they see that when they do the dances they don’t get the attention or the money. But as soon as the white dancers do it, it’s the biggest [expletive] in the world and they on Jimmy Fallon. That’s not fair. It’s not cool to just keep stealing our culture right in front of us and not include us in the finances of it all.We need to be involved early. They always cut us out. They call Snoop after they got their companies up and are like, “Hey, Snoop, you want to be a brand ambassador?” I want some equity. Give me a piece of the pie. If I can’t get no equity, [expletive] you and your company.We’re seeing more of that with athletes like Kevin Durant and Steph Curry, who are making investments in start-ups.Right, because they understand that they got to get it. I mean, you would think that those businesspeople up top would say: “You know what? It’s time to change the world. We’ve got to stop treating Black people like they’re less. They’re always the ones who do the hard work, the groundwork, but we never cut them in.”Like, why don’t we have an owner in an N.F.L.? That’s just racist. Period, point blank. We need to own an N.F.L. team. We got one half-owner in the N.B.A., Michael Jordan. But the whole league is 90 percent Black. So we still the slaves and they still the masters.That’s why in the music game, we took the initiative to say, [expletive] that. We’re the masters, and we own our masters. We’re going to negotiate with you the way we think it should be. We changed that industry years ago, with our mentality of having our own labels. More

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      E-40, Ice Cube, Snoop Dogg and Too Short Form New Rap Group

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      Snoop Dogg, Ice Cube, E-40 and Too Short — the old school titans in this new supergroup — made their live debut at an event featuring pop stars and TikTok influencers.ATLANTA — Many people have reconnected with old friends and undertaken new projects during the pandemic. On a Friday night in April, in a large, brightly lit room deep in the bowels of Mercedes-Benz stadium in downtown Atlanta, four of them gathered to introduce their new venture to the world.The voluble E-40, who has released more than 25 albums of distinctive, loquacious street rap, gingerly removed his face mask and offered Tycoon cognac, a product of his own spirits company, to the 20 or so others present, including his old friends Ice Cube, Snoop Dogg and Too Short.“You got a cup?” Ice Cube asked, shooting a withering glance at E-40. “What, you gonna pour it in my hand?” Cube is a bullish figure whose blunt, confrontational bearing has made him an intimidating presence as an M.C., a comic one in films like “Friday” and “21 Jump Street” and the object of occasional good-natured mockery among this cohort.Clear plastic cups were located. E-40 poured the liquor, then dipped his nose into his cup before tossing back a shot.Snoop cackled from behind a black face mask he’d yet to remove. “You made the drink and you’re sniffing it like you’ve got to check it?” he said. “It’s your drink!”E-40 shook his head. “You’re supposed to. It’s the same with wine. Cognac is a grape.” He began to expound on his beverage’s fragrant qualities before Cube cut him off.“Save the commercial until after the photo shoot.”The four rap veterans bantered and bickered — about baby powder, about Ric Flair, about the correct amount of time to microwave shrimp fried rice — the way you’d expect from guys who’ve known each other for 30 years. Despite their long, often intertwined histories, it took a global crisis to clear enough time in their schedules to form the supergroup that Cube christened Mount Westmore, a nod to the members’ stature in rap and their West Coast roots.Clockwise from top left: Snoop Dogg, Ice Cube, Too Short and E-40, a few decades ago. “We can hang with the youngsters or take you back down memory lane,” Ice Cube said.Top l-r: Brian Rasic/Getty Images; Al Pereira/Getty Images, via, Michael Ochs Archives Bottom l-r: Tim Mosenfelder/Getty Images; Toby Canham/Getty ImagesThe four were at the stadium to do their first interview and photo shoot together, followed by a rehearsal and taping of Mount Westmore’s first performance, which was broadcast the next night as part of a pay-per-view package featuring pop stars and TikTok influencers, headlined by a live boxing match between the YouTuber Jake Paul and the retired MMA fighter Ben Askren. (Snoop is an investor in Triller, the social media platform that promoted the event, and a partner in its Fight Club series.)The collaboration initially took root early in the pandemic at E-40’s initiative. By last summer, the four were recording vocals in their home studios and dropping them into a group chat. Although rapping separately deprived them of some creative friction, it allowed everyone to work on their own schedule.“I can’t rap in the daytime,” Snoop said.“And I can’t rap late at night,” Too Short replied.Nonetheless, competition was fierce. “We come from that school of being around dope people that push us,” Snoop explained.Ice Cube nodded. “Working with Dre back in the day, if your verse wasn’t tight, you weren’t getting on the song.”Deep friendships fostered frank dialogue. “One of the earliest conversations was, ‘If something you do is wack, I’m going to tell you,’” said Too Short, who got his start selling tapes of his gleefully lascivious rhymes from the trunk of his car around the Bay Area in the mid-1980s.“What did you say?” Snoop asked, nodding toward Cube then lowering his voice an octave in a spot-on imitation of his friend’s trademark snarl. “‘I ain’t getting on that love song!’” The quartet recorded 50-plus songs, which they plan to spread across multiple releases, with the first planned for later this year.At the photo shoot, Cube suggested playing tracks from the upcoming album. A member of the group’s road crew fiddled with Snoop’s branded Bumpboxx, a digital boombox wrapped with the cover artwork from his classic 1992 debut, “Doggystyle,” but music was not immediately forthcoming. Snoop, tall and lean with long, dark hair that’s graying near his temples, walked over to investigate.“Turn the power off, then back on,” yelled Too Short. “That always fixes that.”E-40 sighed loudly. “Man, am I going to have to do this? It doesn’t take a rocket scientist to figure this out.”Finally, the Bumpboxx sparked to life, playing Freddie Jackson’s 1986 R&B slow jam “I Don’t Want to Lose Your Love.”“Well, that’s music,” said Cube. “It ain’t the right music, but it’s music.”Attention turned back to the camera. Too Short, who was wearing a colorful Versace T-shirt and dark jeans over his compact frame, had a suggestion. “Let’s make it look like some old New Edition pictures,” he said. “Or like the Temptations, how they line up the four dudes.”Cube balked at profile shots. “I don’t want to show the Volkswagen,” he said, putting his hands on his belly.E-40 turned sideways and twisted his third and fourth fingers to form a “W” with his left hand. “That hurts my fingers though,” he said. “I had surgery on those fingers.”Mount Westmore performing “Big Subwoofer” as part of a pay-per-view  event presented in Atlanta that included a live boxing match.Jeff Kravitz/Getty Images for TrillerAging can be a humbling process, but it’s especially fraught in hip-hop. The inevitable march of time has generally been treated as an unforgivable weakness in a culture that often celebrates a particular masculine idea of strength. As a then-26-year-old Compton rapper the Game once put it in a presumed shot at Jay-Z: “You 38 and you still rapping? Ugh.” (The Game is now 41 and reportedly preparing to release a new album this year.) The mid-to-late-30s has long been viewed as retirement age for rappers despite the fact so many qualities required of the job — sharp mind, quick tongue, storytelling acumen, life wisdom — are as likely to be growing as diminishing in middle age.So where does that leave Mount Westmore? At 49, Snoop is, in his words, “the baby of the bunch.” Ice Cube is 51, E-40 is 53 and Too Short is 55.“People have their hangups about it,” said Cube, “but if people love what’s coming out of the speakers, they’ll tolerate some gray hairs.”Snoop noted that the Rolling Stones are in their late 70s, and that Mick Jagger and Keith Richards don’t always seem to get along. “You’ve got that being praised and we’re being questioned,” he said. “We should be praised because we’re in our right mind, we love each other, we’re family men, we’re business men, and we’re Black men. If you look at the Cubes, the Will Smiths, the Jay-Zs, the Puffys, the Snoops, the Dr. Dres, the E-40s, whoever — they all flipped from rap to other businesses to show that if you close that door, we’ve got seven or eight other doors we’ve opened up.”Accordingly, music is only a part of the Mount Westmore plan. There’s talk of brand partnerships with Monster energy drink and the Cash app, a documentary, a scripted movie, podcasts and NFTs. As such, introducing the project during a social media-focused, music-heavy event spotlighting a former star of “Bizaardvark” boxing against a guy who’d never boxed before has a certain kind of insane logic to it.At 1 a.m., the four rappers were onstage, sitting side-by-side on large black thrones a few feet from a boxing ring on the stadium’s main floor. About 75 people gathered around, some working, many others just perched on a catwalk between the ring and a large camera crane, watching. The floor rumbled a little underfoot as the bass from the group’s song “Big Subwoofer” boomed from the sound system.The track, which they plan to release as an NFT, is a bouncy, trunk-rattling party anthem that feels like a not-too-distant-cousin of Snoop’s “Drop It Like It’s Hot,” as well as a pretty precise sum of its parts. The foursome rehearsed the song three times, trading playful verses over the spare, thumping beat, growing more confident and animated with each run through. Then, after Cube gave the group some final instructions — “Shut up and sit down. Let’s do this.” — they performed the song twice more as the cameras rolled. Job done.“We have all kinds of different songs,” said Cube. “We’ve got a mixture of what you always love from us as individuals but also records that show our range. We can hang with the youngsters or take you back down memory lane.”As Too Short had explained while the four friends huddled together after the photo shoot, “The hip-hop spirit doesn’t really age. It’s like a little kid thing you’ve got that’s your spark of life.”“What do we call ourselves?” E-40 asked him.“Old-ass youngsters,” Too Short replied. “That’s what it is.” More

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      Snoop Dogg Added to Star-Studded Voice Cast of 'Pierre the Pigeon-Hawk'

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      WENN

      The ‘Doggstyle’ rapper has become the latest addition to the star-studded voice cast ensemble of the upcoming animated kiddie-friendly movie directed by John D. Eraklis.

      Apr 8, 2021

      AceShowbiz –
      Snoop Dogg has joined the voice cast of animated film “Pierre the Pigeon-Hawk”.

      The rapper has been cast alongside Jennifer Hudson and will.i.am in the upcoming animated film.

      The John D. Eraklis-directed film is set in New York City and tells the story of Pierre, who was born out of a relationship between a hawk and a pigeon.

      In a bid to find himself, Pierre – who is played by Will – sets out on a journey and makes a host of new friends en route.

      His new pals include an Owl played by Jennifer and a pair of city squirrels called Scratch and Sniff, played by Snoop and comedy star Keenan Thompson.

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      The upcoming movie actually features a host of big-name stars, including the likes of Jennifer Coolidge, Luis Guzman, Evan Ross, and Ashlee Simpson.

      The musically-driven project is being produced by Ciaran Crampton and Chase Muratore.

      Meanwhile, Snoop previously claimed that his self-belief and hard work have been the secrets to his success.

      The chart-topping star – who is one of the best known musicians in the world today – thanked himself after receiving a star on the Hollywood Walk of Fame in 2018.

      “I want to thank me for believing in me,” he said at the time. “I want to thank me for doing all this hard work. I want to thank me for having no days off. I want to thank me for never quitting. I want to thank me for always being a giver, and trying to give more than I receive. I want to thank me for trying to do more right than wrong.”

      “I want to thank me for just being me at all times.”

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      Snoop Dogg Debuts 'CEO' Music Video to Celebrate the Launch His Own Brand of Gin

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      [embedded content]

      In the music video, the ‘Young, Wild and Free’ rapper brags about his success as he dances next to a giant billboard for his new flavored gin brand, INDOGGO.

      Mar 19, 2021

      AceShowbiz –
      Snoop Dogg is celebrating his new business venture with a new music debut. Having launched his own brand of gin called INDOGGO, the “Young, Wild and Free” rapper treated his fans to the release of his new single “CEO” in addition to its music video.

      The 49-year-old MC dropped the new promo on Thursday, March 18. In the visual, he bragged about his successes and longevity in the music industry as he dances next to a giant billboard for his new flavored gin brand.

      Speaking up about his new track and gin launch, Snoop told Rolling Stone, “I’ve been a boss and entrepreneur in this game for decades and I keep on building my empire.” He added, “My new single, ‘C.E.O.’ talks about the work and hustle I put in to be the boss. With moves like launching my own liquor brand, INDOGGO, and with weed brands, shows and more, I stay on my grind.”

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      “I have done deals before with other companies and I was grateful to work with those companies, but I needed to create something that represented me,” he continued. “[INDOGGO is] something that I like to drink and that I felt like everyone would like.”

      The “Gin & Juice” hitmaker went on to note that lifestyle expert Martha Stewart has praised his new gin. “I knew that we had created a great tasting, smooth gin, but to get the stamp of approval from my friend Martha Stewart – I knew we had a winner,” he boasted.

      Revealing that INDOGGO had been in the works for more than two years before its launch, Snoop explained, “We took our time to make sure the liquid, the taste and packaging was perfect.” On the reason why he decided with a strawberry flavor, he said, “[it] was just the right amount of sweet without being too sweet – and it goes well with my bubblegum weed.”

      “People always say, ‘I hate gin, I don’t drink gin’ [and] they think gin is old and nasty, so that’s why we created a remix on gin – strawberry infused,” he further elaborated. “It’s different from anything in the market and it’s for everyone; you can do shots or make upscale cocktails.”

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      Snoop Dogg Appears to Respond to Eminem's 'Zeus' Diss

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      WENN/Instar/Abel Fermin

      The ‘Drop It Like It’s Hot’ emcee previously provoked Slim Shady with his controversial remarks during his appearance on ‘The Breakfast Club’ back in July, saying that Em ‘had zero respect in rap.’

      Dec 24, 2020
      AceShowbiz – Snoop Dogg may have been clapping back at Eminem following his diss on the song “Zeus”. Snoop, who has been making use of his Instagram account to share some inspirational quotes, appears to respond to the shade in one of his posts featuring a quote being hated.
      “Back in the day if someone hated you, it meant you did something WRONG. now a days it means you did something RIGHT!!” read the quote that the “Drop It Like It’s Hot” emcee shared on the photo-sharing site. Alongside that, the rapper wrote in the caption, “Carry on.”

      While he didn’t name any name on the post, fans quickly speculated that it was Snoop’s response to Eminem’s diss. Suggesting the rapper to respond with a new song instead of a subliminal post, one person wrote in the comment section, “Subs are weak Snoop, pick up the mic or the phone.”

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      Further slamming Snoop, another user added, “Eminem is twice the rapper ull ever be.” Someone even thought that “Snoop is scared of Eminem,” while one user believed that “em beat” him.
      “I love snoop but come on u can’t say s**t about someone who was brought up by the same person are u, dre built u like he did em without Dre u wouldn’t be relevant just another dope rapper forgot in the 90s who didn’t have the rep to stay in the eyes of the people,” another person opined, referring to Dr. Dre. Meanwhile, actress Viola Davis showed a strong agreement to Snoop’s quote as she wrote, “Yup!”
      On the song “Zeus”, which os off his surprise new album “Music to Be Murdered By – Side B”, Em rapped in the third verse, “Diplomatic as I’m trying to be, last thing I need is Snoop doggin’ me, man, dogg, you was like a God to me, nah, not really, I had ‘dog’ backwards, but I’m starting to think, all these people takin’ shots at me, s***, it’s no wonder.”
      The tension between Snoop and Em started after the former made some controversial remarks during his appearance on “The Breakfast Club” back in July. “Eminem, the great white hope. White rappers had zero respect in rap,” Snoop said at the time. “Dr. Dre has probably put Eminem in the position that he would be considered one of the top 10 rappers ever. I don’t think so, but the game thinks that he’s [in the] top 10 lyricists and everything that comes with it. That’s just because he’s with Dr. Dre.”
      He went on adding, “There’s some n****as in the 80s that he couldn’t f**k with. Like Rakim, like Big Daddy Kane, like KRS-One, like LL Cool J, like Ice Cube.”

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      Dominic West and Family Wish People ‘Happy Christmas’ From Family Castle in Ireland

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