Snoop Dogg is getting back into the music label business. He recently resurrected Doggystyle Records and signed his first artist in Atlanta’s Clay James. To get an idea of who Clay is as an artist, “Southern Playa Sh*t” will help establish that identity. Without being considered a copy, you can draw comparisons to Big K.R.I.T. in the way that Clay praises where he comes from.
We’re in 2016, and Snoop is over two decades into his career. He’s still making music consistently, but the decision to restart his label is interesting. For a rising artist, it’s both a gift and a curse to sign with a legend. Before this year’s SXSW, Clay James was just an emerging musician hoping to get a break and now he has one. More eyes are on him, which means he can showcase his worth. However, you have to wonder how far he can take it under the reigns of Doggystyle Records.
Will Snoop break the stigma of other rappers with labels and turn Clay into a big name? There’s certainly potential here.