Whatever you make of Snoop Dogg's cheesy family show on the E! Channel, his languorous rap style still sounds shifty enough to bring back Doggystyle memories. Now 36, with three kids and an empire to think about, Snoop incongruously switches between his cartoonishTV persona and gangsta image, pop star and street star, without a care in the world. Only on the autobiographical Neva Have 2 Worry does he touch on the dark years, the murder trial; there's also a fond, kid-friendly look back at his hood education on Can't Say Goodbye.
Elsewhere this is one champagne-swilling, day-spa-attending, jet-setting ode to the lazy living he's become accustomed to. It's far from aspirational - more like watching your rich neighbours show off their holiday snaps. Like many rappers treading that difficult line between hard man and family man, he raps of "bitches" and the love of his wife without batting an eyelid.
Who the hell is this man? Even Snoop doesn't know.
At least a lot of his moola went on those luxurious old-school synth-beats, from Snoop himself, Teddy Riles and DJ Quik. Tracks like Let It Out show he's still got rhythmic flair.
Obviously being the big boss man means no one's willing to step in and edit your work - Ego Trippin' clocks in at an ego trippin' 21 tracks. A hit-and-miss affair.
Label: Geffen
Verdict: The dog's been tamed, the ego hasn't
