The key to a long hip-hop career is finding the common ground between adaptation and originality — something Snoop Dogg has often tried to do.
As the structure of the genre now leans more toward heavy bass and trap, the legendary rapper looks to appeal to a new generation with his new project titled “Coolaid.”
The 20-song endeavor kicks off with the appropriately named “Legend.” Here, Snoop aggressively raps about his long résumé in hip-hop instead of the laid-back flow most listeners are used to.
But that aggression quickly disappears on the next song, “Ten Toes Down.” The album continues along this path until Snoop unleashes a flurry of tracks with the authentic West Coast feeling.
It’s in that natural element that Snoop Dogg shines. When thinking of California rap, his name is sure to come up. That West Coast, funky bounce sound gives Snoop his strongest songs on the album.
“Coolaid” is a project fit for the summer, but its length exposes the same flaws Snoop has struggled with in his last few projects. The album lacks the cohesiveness that early Snoop Dogg projects have. There are about seven songs that, if removed, would make the album more digestible.
Tracks like “Light It Up” and “Let the Beat Drop” fail to add anything fresh to the album or Snoop’s career.
Now, with 14 albums under his belt, it’s understood that Snoop has to experiment a little with his music. His last project, “Bush,” was a huge contrast from his hip-hop persona and was not well-received by his fans. At least with “Coolaid,” Snoop Dogg returns to what he’s known for.
While a legend, Snoop’s “Coolaid” is nothing more than average. But with solid production and the expected features, Snoop may be onto some sort of resurgence if he takes time to curate his next project while walking in the common ground.