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NOWNESS: An Inside Look at Snoop Lion's 'Reincarnated'

Tonight marks the debut of Snoop Lion‘s Reincarnated at select theaters in the United States. Coinciding with the occasion and ahead of next month’s Reincarnated album release, NOWNESS provides an inside look at the brand new film. Directed by VICE Magazine Global Editor Andy Capper and created in conjunction with Snoop’s own Snoopadelic Films production company, the documentary highlights the recording of Snoop’s 12th studio album – an undertaking that saw the rap icon travel to Jamaica in order to study under the Niyabinghi branch of the Rastafari movement in order to reinvent his sound and message. The resulting album is a major departure from the artist’s previous West Coast hip-hop releases and channels influences from reggae giants like Bob Marley, Bunny Wailer, Peter Tosh and Jimmy Cliff as the transformation from Snoop Dogg to Snoop Lion is fully realized. Check out an excerpt from the film above and look for the corresponding Reincarnated album to drop, appropriately, on April 20, 2013.

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