Hip-Hop's notoriously short attention span doesn't spare many. To avoid the fates of such Hip-Hop icons as Guru & Jeru The Damaja - and most of the other rappers who were around in the early to mid-90's - many of these now old-school rappers (you all know who they are) rely on producers, controversy and current trends in order to stay relevant. These attempts to stay ahead of the curve often fail but there are three artists who have managed to sidestep the inevitable long enough to stay popular: Jay-Z, Nas and Snoop Dogg. Despite the middling quality of most of their albums these three remain on our lists and we maintain hope that maybe, next time, they'll make something worth our while. While Jay-Z makes Reasonable Doubt again (& again) and the verdict is still out on Nigger until April, Snoop makes what might be considered a risky career move by discarding his gangsta persona in favor of the Bishop Magic Don Juan-lite with Sexual Eruption, his latest top 10 single.
Calvin Broadus' last effort, 2006's Tha Blue Carpet Treatment, was another chapter in his self-comandeered late career resurgence that began with Paid Tha Cost To Be Tha Bo$$. That record brought back old fans who were disappointed with his recent work by bringing in Dr. Dre and The D.O.C. along with pretty much the rest of the early-mid 90's West Coast mainstays. On Ego Trippin' Snoop swings to another extreme of his work. All the regulars are here - Kurupt provides adlibs for the Quik-produced Press Play, Charlie Wilson pops up here and there, Raphaael Saadiq, Pharrell & Terrace Martin are back and Teddy Riley's along to provide even more funk, as if Snoop needs it. Playing it safe, as it were, is how Snoop Dogg has maintained his popularity and he stays clearly within his comfort zone on Ego Trippin'. Far from being a fault, for the most part Snoop plays to his strengths and only takes baby steps into unfamiliar territory (see: My Medicine). The Prince/Troutman influence covers Ego Trippin', from the synthesizers and autotune on most tracks to the (fantastically done) Time cover, Cool. The continuous refinement of style and sound every record might create redundant themes but Snoop is a master of keeping listeners interested. Once my interest started waning slightly at Life Of Da Party, Waste of Time kept my ears perked. It's rare to hear Snoop open up even a little bit so this touch of honesty is greatly appreciated. At 21 tracks however, the album starts to lose steam about halfway through and most of the final quarter could have been cut. A common criticism of Snoop's work, really, and one I'm sure he doesn't care about. After all, the skip button is there for a reason.
What score, then, should I give this record? It's another success and a nod to Snoop's ear for good music. It sounds however like I've heard it all before, and in fact I have - on the very unappreciated Paid Tha Cost. And on Top Dogg, and R&G and every other album since 1999. Snoop (and Jay and Nas) aren't young anymore. While they may remain successful through controversy and extracurricular ventures the music has somehow remained stagnant. Tha Blue Carpet Treatment was the near perfect portrayal of Snoop's sound and Ego Trippin' is a good record but it's beginning to sound overdone.
6.9/10
Bonus mp3: Snoop Dogg ft. Robyn - Sexual Eruption (Remix)
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