Sadly, Snoop’s loosening of the reigns on his music’s sound hasn’t translated well at the register, and while I can’t confirm that has anything to do with the Mac & Devin project, it’s hard to keep the idea from looming in the background. Whatever one might levy against the majority of his projects, it’s hard to argue Wiz Khalifa is an unlikable character, and those with their eyes on the trendline would be hard-pressed to find a more zeitgeist-capturing mixtape in 2009 than Kush & OJ. Khalifa’s formula, in turn, owes much to Snoop Dogg’s persona in films like Soul Plane and Starsky & Hutch, the way he presents his identity as an effortless amalgam of slacker ethics and CEO-like acumen.
Much of that is due to the Internet’s young roster of rappers who rap almost exclusively about weed, fashion and success, an ever-expanding group headlined and pioneered by Curren$y and Wiz Khalifa.
This has led him to appearing alongside acts as divergent as Quincy Jones and Tech N9ne, pen Prince William’s bachelor party theme song “Wet”, sing a country song with Willie Nelson about medical marijuana and, more to that point, embrace his role as hip-hop’s most infamous pot smoker more than he ever has. Having long proven that his cultural worth is measured in more than great, or at least popular, music, Snoop had spent the past three or four years settling into an increasingly playful, iconic role as a performer. Snoop Dogg’s career is quietly approaching its 20th anniversary and - as far as the mainstream is concerned - Wiz Khalifa is really just getting started, but the two men happen to be currently in a similar headspace.
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