SNOOP DOGG - The Blue Carpet Treatment | Review By: Conan Milne


Release Date : November 21 2006

Label : Doggystyle/Geffen

Rating: 4/5

Dub Quotable: With Tha Blue Carpet Treatment, Snoop Dogg seems eager to give each fan a song that caters to their individual perception of him.

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Considering all the endorsements and movie appearances, it’s easy to forget that Snoop Dogg was once considered a gangsta rapper first and foremost. The singsong choruses of his recent efforts have resulted in Snoop’s street persona being discharged at the unvisited planes of the public’s conscious. Nowadays, even the West Coast trailblazer’s son is said to prefer the music of young ‘un Cassidy. In the wake of all this, Calvin Broadus has taken a step back to reflect on what it is that the public loves about Snoop Dogg and why, over a decade later, he remains a cultural icon. With Tha Blue Carpet Treatment, Snoop adopts several identities (huggable gangster/savvy pimp/ruthless street dweller) that his contrasting fans have come to embrace. Although some work, a close inspection nonetheless reveals this record to be far from the straightforward gangster rap album that some expected.

That’s not to say that Snoop can no longer craft an intriguing ‘hood tale. First single “Vato” offers the same message that his breakout, “Deep Cover,” did nearly fifteen years ago: don’t test Snoop Dogg. On this occasion, though, violence has found Snoop, and not vice versa. ‘Da Bo$$’ paints a compelling picture on this track, and one that perhaps displays a more mature artist. “Vato” is not a track that glorifies violence for the sake of glorifying violence, but instead explains how Snoop might react when adversity mounts. Pharrell’s unyielding bass line only compliments the surprising seriousness behind the concept of this track.

“Vato” isn’t the only time throughout the album where Snoop comes off as somewhat older and wiser. His melodic flow glides over Dr. Dre’s typically dignified, slinky keys on “Boss’ Life.” Here, our subject considers how he has reached such heights. However, it is Akon who condenses the reasoning behind Snoop’s ascent best. On the Konvict’s boastful chorus, he chirps, “See me, man, I’m nothing like you/I’ve got the kind of swagger that you ain’t used to.” Sure, the word itself is clichéd, but if there’s one quality of Snoop’s that everyone loves, it’s his swagger. On key tracks like this, Snoop could rap about whatever he likes and his confidence alone would carry the tune to above-average ranks.

With Tha Blue Carpet Treatment, Snoop Dogg seems eager to give each fan a song that caters to their individual perception of him. On second single “That’s That Shit,” he’s the laid-back party starter. On “Gangbangin’ 101,” he’s the street veteran. On the obligatory “Psst!” he plays lothario. While keen to please his understandably diverse fan base, attempting to do so has unfortunately resulted in an album that lack’s cohesiveness. Frankly, there’s no room for plodding numbers like “LAX,” while other odd entries like “Beat Up On Yo’ Pads” will seem out of place to the most ardent of fans.

Snoop Dogg said that he was taking it back to his roots with this album. While he wasn’t necessarily lying about taking it back to the block, musically speaking, such beloved, murky tracks are woefully broken up by cuts that one would imagine have little place on an album titled Tha Blue Carpet Treatment. Such filler sounds more like examples of ‘persona playing’ gone wrong than growth. Had he stuck to his guns (no pun intended) and crafted a strictly ‘blue’ affair, Snoop’s latest might have been deemed a classic over time. Unfortunately, it appears that the icon hasn’t heard the all-too-true expression ‘you can’t please everyone.’ And, as his endorsements and movie appearances already attest to, he’s going to keep trying to do so.









 

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