Now Appearing at SXSW: Snoop Lion

Snoop Dogg and his best local bud Willie Nelson (by Nathan Jensen)

The hip-hop legend formerly known as Snoop Dogg, has announced a South by Southwest concert at Viceland (401 E. Ceaser Chavez) on Thursday, March 14, as backed by Major Lazer and Mavadoin in conjunction with the world premier of his new film Reincarnated.

No longer living the Dogg life, Reincarnated follows Snoop doing some spiritual searching in Jamaica and transitioning from canine to lion. The films synopsis declares: “He’s leaving behind his days as a gangsta rapper and re-emerging as an avatar for peace, extolling the virtues of the Rasta lifestyle.”

One reggae veteran, Bunny Wailer, has taken offense to Snoop’s conversion. Bob Marley’s childhood friend and Wailers bandmate charges the “Who Am I? (What’s My Name?)” rapper with exploiting the Rasta culture to sell a movie.

Musically, the king of jungle’s debut single, “La La La,” engineered by Major Lazer (aka Diplo), resembles a Lee Scratch Perry production. “Lighters Up,” featuring Movado and Popcaan and due on April’s Reincarnated disc, sounds like modern, R&B-influenced reggae, both tracks finding Snoop Lion adopting a heavy island patois for effect.

Snoop made headlines last year when he was charged for marijuana possession after a search of his tour bus at a west Texas border checkpoint yielded three pill bottles full of joints. Fellow weed advocate Willie Nelson was busted at the same Sierra Blanca border patrol location in 2010.

Maybe because it didn’t pan out when the prosecutor suggested Nelson could play a small fine if he’d appear in court and sing “Blue Eyes Crying in the Rain,” Snoop didn’t receive the same offer. The two stoney artists collaborated last year on “Roll Me Up and Smoke Me When I Die,” from the local country icon’s stellar Heroes

Viceland details here. Reincarnated screens at the Paramount Theater on Thursday, March 14, at 4:30pm – as close to 4:20 as scheduling will allow.