Legendary West-Coast Rap label, Priority Records has reportedly inked a deal with Snoop Dogg, making the iconic Long Beach rapper the Creative Chairman of the label.  Priority which flourished as the premier Los Angeles based rap label in the 90′s was purchased by EMI in 2006 is looking to revive the brand in light of its 25th anniversary.

Priority Records’ was once home to rap legends N.W.A, Eazy-E, Ice Cube, Ice-T, Run-D.M.C., EPMD and others.  Snoop will continue to record and will release his 10th studio album, Malice N Wonderland under the Priority stamp.

“Starting fresh with EMI is a great feeling,” Snoop said about the partnership in a press release. “It’s a new partnership, a new Priority Records, and a new Snoop Dogg: the Creative Chairman…the Boss Dogg…the Dogg Father. The business model we’ve developed will bring the musical heritage of groups like N.W.A. to the forefront. And you definitely got to get ready for my new Album Malice N Wonderland in December to kick it all off – this is going to be the most potent dose of Snoop Dogg yet!”

Snoop is now 38 years old and music career has seen better days.  I’m not too sure given the economic climate and the state of the music industry how wise it is to exhume dormant music labels whether its Priority or Death Row etc.  However, if there was ever a figure on the West Coast to get behind your efforts its definately Snoop.  While Snoop, Jigga and some others have begun to make that transition behind the desk we have yet to see them leave the music alone.  With limited corporate, business and management experience their ability to effectively execute their duties must be compromised with their attentions split.  Its no wonder the music has struggled in the last ten years.

XXLmag.com