Published: Wednesday - April 25, 2007
Words by Jay Casteel & Bear Frazer
Snoop Dogg in the studio recording The Big Squeeze (Photo: Koch Records)
Unity has been one of the underlying problems plaguing the West Coast's return to the spotlight, but Snoop Dogg has been staying consistent in trying to bring that unity back to a once reigning Left Coast. In April of 2005, he called for peace summit with mostly every rapper from the region attending and when he filmed the Dogg Pound's "Cali Iz Active" video in Los Angeles, he brought a vast array of local talent to the set for cameos. Big Snoop is continuing to build his Western movement with the release of a new compilation titled The Big Squeeze and boy, did he squeeze a ton of talent into it.
On a sunny afternoon in Los Angeles, Snoop and several Cali emcees are gathered together in the studio to discuss the new project, which squeezes vets and up-and-comers together such as his new group Warzone (MC Eiht, Kam and Goldie Loc), Westurn Union (Bad Lucc, Damani and Soopafly), Kurupt, JT The Bigga Figga and Ray J, just to name a few. Snoop is taking the reins and leading the wild, wild West into their second coming. After all, that's how it was when the young rapper came into the game and without that is one of the reasons he sees his region failing to make an impact.
"I grew up on the West Coast where we all did everything together. Whether it's black, brown or Asian, we grew up doing the same things together with each other, not against each other," Snoop told BallerStatus.com, while checking messages on his T-Mobile sidekick. "I just wanna take it back to the days of how it used to be where we can be together. We can have fun together. We can all party and listen to the same music. It is what it is. You can go to any of the cultures here on the West Coast and what brings them together? Music. What brings the blacks and Latinos together? Roger Troutman, Mary Wells and Snoop Dogg."
Snoop's leadership is evident. As he speaks in a studio room with his producing partner Terrance Martin by his side, everyone is quiet while the multi-platinum selling rapper explains the reason for bringing everyone together. "I know people listen when I talk and listen when I do sh--, so why not produce a record and make people listen to these artists that need to be heard," Snoop asks.
Warzone; Photo: Koch
Apparently, that sentiment is shared by everyone the rapper is helping. "It's good because as we try to pick the West Coast back up... that's what's missing -- that show of unity," says Kam.
That isn't the only reason behind the compilation. Snoop goes over and beyond what the regular imprint doesn't accomplish. "By [Snoop] seeing that some real music ain't here no more, he's giving us artists a chance to do what we do," adds Goldie Loc. "He's doing what labels don't do. He's giving us a chance to keep pushing [Unity]."
Aside from the unity factor, many rappers have claimed feeling neglected by veteran emcees because they weren't showing the newcomers much respect, as far as collaborating or even acknowledging their presence is concerned. That isn't necessarily the case though. "[Snoop's] really showing love for us and teaching us a lot of the game, and us being around cats like Daz, Kurupt, Nate Dogg and Warren G, they teaching us a lot of game," Westurn Union member Bad Lucc explains. "I'm loving it."
Like his counterparts, Snoop doesn't discriminate against up-and-coming talent. He is willing to work with new artists as long as he sees potential in them. As a matter of fact, that's partially why he decided to work with Damani and Bad Lucc on The Big Squeeze. "They was young, they was hungry and they was different," Snoop continues. "Damani had flavor; he was like a star to me. Bad Lucc sounds like a star. When you trying to create something, you got to take a lil' piece of this [and a] piece of that to make whatever you trying to cook.
Westurn Union; Photo: Koch
Since Tupac's untimely death and the fall of Death Row Records, West Coast hip-hop has struggled to stay relevant. With the coast's main beat maker focusing on projects from 50 Cent, Busta Rhymes and Eminem over the years, Cali's light has been unable to shine as easily as it once did.
Last year, a glimmer of hope began to peak from the darkness. With the national introduction of the hyphy movement, coupled with Compton native The Game rising from the ashes and a new album from Xzibit, momentum has been swinging the Golden State's way. So much so, that artists like the aforementioned Damani, Watts' Jayrock and G. Malone, and Rocett have inked major deals all off mixtape love.
Now, with Snoop's Big Squeeze project, he hopes he can add a even more momentum to the West Coast wrecking ball to, at the least, expose artists he believes in to a whole new audience.
"There's a lot of opportunity that's being missed out here with these artists not really getting a good luck," says Snoop. "I felt like if I were to drive this project by producing it and taking it solely in my hands to make sure I put the right music on there, they'd get the right attention and get the spotlight they deserve."
It's now up to the fans to decide if Snoop and his new platter of talent can revive the West Coast and create some new stars.
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