Word: dogg
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Dates: during 1990-1999
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Master P introduced something new to contemporary pop: shameless, relentless and canny cross-promotion. Each of the releases on his New Orleans-based No Limit label contains promotional materials for his other releases. His established artists (like Snoop Dogg) make guest appearances on CDs released by his newer acts, helping to launch their debuts. And his performers are given to shouting out catchphrases like "No Limit soldiers!" in the middle of their songs--good advertising for the label when the song is being played on the radio...
...Clyde--and then think of the movie Bonnie and Clyde, as well as Scarface and the Godfather saga. In the movie You've Got Mail, Tom Hanks even refers to the Godfather trilogy as the perfect guide to life, the I-Ching for guys. Rappers seem to agree. Snoop Dogg's sophomore album was titled The Doggfather. Silkk the Shocker's new album is called Made Man. On his song Boomerang, Big Pun echoes James Cagney in White Heat, yelling, "Top of the world, Ma! Top of the world...
...depressing as it is to admit, it is a sad fact of life that gangsta rap just isn't what it used to be. Gone are the glory days of Dr Dre's The Chronic, Snoop Doggy Dogg's Doggystyle and 2Pac's All Eyez On Me in which rap was a fearless institution that was invigorating because of its intelligent presentation and smart, pulsing sounds...
With 2Pac and the Notorious B.I.G. six feet under, Dr. Dre and Wu-Tang Clan brazenly shifting towards hip-hop sounds and stars like Snoop Dogg content to churn out uninspired drivel like "Da Game Is To Be Sold, Not To Be Told," gangster rap is in danger of becoming little more than innocuous dance music...
Snoop wants out of the dog-house. Snoop Dogg was one of gangsta rap's first megastars, but as of late, his album sales have slumped. This year Master P, the head of the New Orleans-based label No Limit Records, is the top dog in the gangsta world: Master P's current solo album sold more than 400,000 copies in its first week out; at the upcoming MTV Music Video Awards, he'll be a featured act. So Snoop has allied himself with No Limit, declaring himself a "No Limit soldier," sharing in Master P's heat...