West Coast rap veteran Snoop Dogg has wasted no timing in filling his Priority Records roster by announcing the new signing of hip-hop group Cypress Hill.
The signing marks Snoop's debut move as Priority Records Creative Chairman.
Snoop Dogg has made his first signing as Creative Chairman of Priority Records, adding West Coast rappers Cypress Hill to the revived label's roster. Snoop and Cypress Hill made the announcement on the "Lopez Tonight" show, where the Black Sunday band performed their hit "Insane in the Brain." Cypress Hill will release Rise Up, their first album since 2004's Til Death Do Us Part, on April 6th. (Rolling Stone)
Snoop also confirmed the move in a written statement.
"My role as Creative Chairman of Priority Records has put me in the driver's seat to help revive the most important west coast hip hop label," said Snoop in a statement this morning. "As such, I'm excited to announce my first signing as Cypress Hill. Cypress Hill is undeniably one of the most important Hip Hop groups in music history, not only are they incredibly talented and the first Latino Hip Hop group to go platinum, they are also from the west coast-so this signing is the perfect marriage." (Hip Hop DX)
Earlier this month, Snoop spoke on reviving the West Coast sound at Priority Records.
"It's time to open the building back up -- and I felt if I could just get the position that I needed to just get up in there and bring that old music back to life, that I could spark the feeling and create new artists as well," Snoop said in an interview. "So that's what this situation is all about. It's about me going in there, opening up that catalog and bringing that old music back as well as finding some new talent in the West Coast...Priority is going to be based on this West Coast movement because that's what it was centered around. EMI and Capitol [Music Group] is always going to be international. It's all running together so we'll be able to do the West Coast movement -- and just create a great musical vibe..." (Priority Records)
Last month, Snoop spoke on the company's track record in hip-hop.
"I actually approached Priority about the situation," Snoop said about his recording contract. "Even before I had a record deal, it was my dream to be on Priority. It was my dream to bring Priority back to life after I saw that it went kind of cold. I was heartbroken [when Ice Cube left N.W.A], because I loved the group as it was. But once Cube found himself solo with the Bomb Squad, DJ Pooh and Sir Jinx, it made me love him even more, that he'd gone out there to do for himself. Those first Priority records...took a toll on me. I felt like the label...put them in a position where the whole world knew who they were. They say Frank Sinatra had an office up in there. Ol' Blue Eyes had his day. Now it's time for Ol' Blue Rag to get his on." (XXL Mag