SNOOP DOGG -
The Blue Carpet Treatment |
Release Date : November 21 2006
Label : Doggystyle/Geffen
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.
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
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.