Snoopzilla (a.k.a. Snoop Dogg) forms 7 Days of Funk with Dam-Funk

Kendrick Lamar | 'Control' | August 2013

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It was guest rapper Kendrick Lamar who garnered all the attention on Big Sean’s track “Control.” Lamar proclaimed himself “king of New York,” knocking down hip-hop titans, like Jay-Z, Eminem and Andre 3000, not to mention his counterparts Drake, J. Cole and A$AP Rocky. But according to Lamar, his hip-hop brethren just didn’t get his verse and spun his lines out of context. “I’m saying I’m the most hungry. I respect the legends in the game .... Because of what they laid down, I’m going to try to go harder, breathe it and live it - that’s the point of the whole verse,” Lamar responded. (Theo Wargo / Getty Images)

J. Cole | 'Jodeci Freestyle' | July 2013

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Looks like this is a two-fer. In J.Cole’s track “Jodeci Freestyle” featuring rapper and actor Drake, J.Cole raps he’s artistic, while describing his competition as autistic. The line outraged the autism community and then some. It didn’t take long before the pair issued their mea culpas. J.Cole went first, and said, “To anyone suffering from Autism, either mildly or severely, I am sorry. I’m bound to make mistakes in my life, but in my heart I just want to spread love.” Drake followed with, “I share responsibility and offer my sincerest apologies for the pain this has caused. Individuals with autism have brilliant and creative minds, and their gifts should not be disparaged or discounted.” (Mary Altaffer / Associated Press)

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In an interview with the Hollywood Reporter, actor/singer/activist Harry Belafonte said that when it comes to the image of minorities in Hollywood, people like Jay-Z and Beyonce have turned their backs on social responsibility. Naturally, Jay-Z had a problem with Belafonte’s statement. So on his latest album in the track “Nickels and Dimes,” Jay-Z slams Belafonte for not giving him the respect he deserves and says the actor isn’t aware of things Jay-Z does for the people in his community. The rapper also calls Belafonte’s famous song “Day O,” a “fail.” (Jim Ross / Associated Press)

Kanye West | 'I'm In It' and 'On Sight' | June 2013

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Where to begin with Kanye West’s “Yeezus” album? First, West distastefully raps about sexual acts with Asian women in the track “I’m In It.” The indignation, obvious. He goes on to rap about Parkinson’s disease in another track titled “On Sight,” picking on the tremor that is a symptom of the illness. No apologies here. Just Kanye being Kanye. (Matt Sayles / Invision)

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Lil Wayne is no stranger to controversy. (Rapping about “sizzurp” and stomping on the American flag, anyone?) This time, the debate ensued over his crude sexual reference to civil rights figure Emmett Till. As Times reporter Gerrick Kennedy wrote, in the track “Karate Chop,” the tatted entertainer compared “his sexual prowess to the 1955 assault of Till -- a 14-year-old African American who was tortured and killed after reportedly whistling at a white woman during a family visit in Mississippi.” The verse cost Lil Wayne his endorsement deal with PepsiCo’s Mountain Dew. (David Goldman / Associated Press)

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A song that never popularly hit the airwaves gained traction when one specific verse spread to the masses. On the track titled “U.O.E.N.O,” Rick Ross delivers a line describing date rape as entertainment. Because of that verse, Reebok dropped the rapper-mogul as a spokesman. He later apologized on a New Orleans radio station, saying, “As far as my camp, hip-hop don’t condone that, the streets don’t condone that, nobody condones that.” (Isaac Brekken / Getty Images )

By Gerrick D. Kennedy

Oct. 15, 2013 12:30 PM PT

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Forget all about Snoop Lion, and get excited for Snoopzilla.

Earlier this year Snoop Dogg released a reggae album under new moniker Snoop Lion, which traded the menacing gangster rap that made him a superstar for a rasta-inspired patois. The album, “Reincarnated,” and its companion documentary, opened to mixed reaction -- with a few critics writing it off as a gimmick -- and were coolly received.

Now the iconic, multi-platinum rapper continues his inescapable pop culture dominance (Hot Pocket commercials! Merchandise! Daytime soap guest appearances!) by adding yet another nickname to his arsenal: Snoopzilla.

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Like Snoop Lion, the new alter ego is being introduced to roll out to introduce a new project. This time Snoop D-O Double G is trying out a genre that’s more familiar: funk music.

Snoopzilla teamed with Dam-Funk to form 7 Days of Funk, and the duo is prepping a self-titled album set for release on Dec. 10 via Stones Throw Records.

We were admittedly skeptical of Snoop Lion -- the documentary is more compelling than the album -- but this is one reinvention that goes without question. Snoop has long steeped his rhymes in bouncy synths, deep bass, altered tempos and hypnotic grooves, and his early, Dr. Dre-produced discography is part of gangsta-funk’s DNA.

Teaming with Dam-Funk, who has perfected a modernist take on the old-school flair of the genre, is an absolute no-brainer. The duo began working together after Snoop invited Dam-Funk to perform with him at a 2011 South by Southwest gig.

“We’re the babies of the Mothership,” Snoopzilla said in a statement. “I’ve had funk influences in my music my whole career. Dam-Funk is cold. He’s keeping the funk alive, and I knew I had to get down with him.”

“Snoop knew what I was thinking without me having to articulate it. That’s how you know when you gel artistically with someone,” Dam-Funk added. “These beats were made for him, and he laid down some of the smoothest harmonies and melodies I’ve ever heard. It’s hip-hop, but you can also hear what we grew up on, from Zapp to Evelyn ‘Champagne’ King and Patrice Rushen.”

7 Days of Funk issued its first official single “Faden Away” on Tuesday. It’s a breezy, hypnotic jam that Zapp would be proud of. Listen below: