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<p class="Body1"><span style="font-size:11.0pt;font-family:"Georgia","serif";color:#1F497D"><img width="161" height="65" id="Picture_x0020_1" src="cid:image006.jpg@01CD6F2E.B4F7F460" alt="Description: cid:image001.jpg@01CD6F2A.F12425C0"></span><span style="font-size:11.0pt;font-family:"Georgia","serif";color:#1F497D"><o:p></o:p></span></p>
<p class="Body1" align="right" style="margin-left:1.0in;text-align:right;text-indent:.5in">
<span style="font-size:11.0pt;font-family:"Georgia","serif"">FOR IMMEDIATE RELEASE</span><span style="font-size:11.0pt;font-family:"Georgia","serif";color:#1F497D">
</span><span style="font-size:11.0pt;font-family:"Georgia","serif""><o:p></o:p></span></p>
<p class="Body1" align="center" style="margin-left:11.5in;text-align:center;text-indent:.5in">
<span style="font-size:11.0pt;font-family:"Georgia","serif"">July 31, 2012<o:p></o:p></span></p>
<p class="Body1"><span style="font-size:11.0pt;font-family:"Georgia","serif""><o:p> </o:p></span></p>
<p class="Body1" align="center" style="text-align:center"><b><span style="font-size:20.0pt;font-family:"Georgia","serif"">ENTERTAINMENT ICON SNOOP DOGG UNVEILS REINCARNATED PROJECT
<br>
AND EXPLAINS SNOOP LION <br>
</span></b><b><span style="font-size:14.0pt;font-family:"Georgia","serif""><br>
</span></b><i><span style="font-size:11.0pt;font-family:"Georgia","serif"">Partners with VICE on Multi-Platform Project that includes New Album, Feature-Length Documentary, Photo Book and Non-Profit Initiative</span></i><b><span style="font-size:14.0pt;font-family:"Georgia","serif""><br>
<br>
</span></b><b><i><span style="font-size:14.0pt;font-family:"Georgia","serif"">Watch Official Trailer of REINCARNATED here:
</span></i></b><b><i><u><span style="font-size:14.0pt;font-family:"Georgia","serif";color:blue"><a href="http://youtu.be/MTqyV5Kw9Ss">http://youtu.be/MTqyV5Kw9Ss</a></span></u></i></b><b><span style="font-size:14.0pt;font-family:"Georgia","serif""><o:p></o:p></span></b></p>
<p class="Body1"><span style="font-size:11.0pt;font-family:"Georgia","serif""><o:p> </o:p></span></p>
<p class="MsoNormal"><b><span style="font-family:"Georgia","serif"">Los Angeles, CA</span></b><span style="font-family:"Georgia","serif""> – July 31, 2012 – Last night, Snoop Dogg unveiled the meaning behind his newest moniker, Snoop Lion, and explained his
latest project, <b><i>REINCARNATED. </i></b>Set at New York’s famed Jamaican themed record store and restaurant, Miss Lily’s,
<b>Sway Calloway</b> (MTV, SiriusXM) hosted the event with Snoop Lion, Diplo, Ted Chung (Snoop Dogg’s Manager, Stampede Management) and Suroosh Alvi (co-founder, VICE Media).
<br>
<br>
In conjunction with VICE, the youth media brand, the <b><i>REINCARNATED</i></b> project embodies Snoop's recent stay on the island of Jamaica. The project includes a reggae album produced by Diplo and the Major Lazer production team, documentary, photo book
and a non-profit initiative called Mind Garden.<br>
<br>
Initially set as a trip to focus on his music in an isolated environment, the journey quickly morphed into both a musical and a spiritual awakening.
<i>“For this project, I had no intention of making a reggae album, but the spirit called me. Anytime the spirit calls you gotta know that it's serious and real,”</i> recalled Snoop on both the Rastafarian culture and the Jamaican people who embraced him along
the journey of being reincarnated into Snoop Lion.<br>
<br>
Snoop revealed the story behind his adopted moniker "Snoop Lion" – a title change that garnered massive press attention when announced through his social networks last week. The title was given to him by the
<span style="color:#1A1A1A">revered Nyabinghi upon his arrival to the island. The name </span>is derived from the Lion that appears on the Imperial Ethiopian flag and remains an honored symbol of former Ethiopian Emperor Halie Selassie I and the Rastafarians
themselves. <br>
<br>
<i>“I didn't want to be Snoop Dogg on a reggae track...I wanted to bury Snoop Dogg and become Snoop Lion, but I didn't know that until I went to the temple and received the name Snoop Lion from the Nyabingi priest,”
</i>said Snoop.<i> “From that moment on, I started to understand why I was there and was able to create something magical in this [Reincarnated] project...something I haven't done before in my career.”</i><br>
<br>
Snoop recently released his first single “La La La” from his <b><i>REINCARNATED </i>
</b>reggae album to rave reviews. In celebration of his song and to commemorate 50 years of Jamaican independence on August 6th, Snoop has made 1962 copies of limited edition 7" vinyls to distribute.<br>
<br>
VICE documented Snoop’s very personal journey throughout Jamaica and his time spent with Rastafarian elders. The documentary,
<b><i>REINCARNATED, </i></b>features never-before-seen images of Jamaica, as Snoop was granted unprecedented access to Rastafarian culture, temples and Jamaican culture. The riveting documentary was also just accepted to the prestigious Toronto International
Film Festival and will premiere on September 7<sup>th</sup> and 8<sup>th</sup>, 2012.<br>
<br>
Not only was his time documented on film, but also through awe-inspiring photos of Jamaica's rich landscapes and beautiful people. The photos were captured by Los Angeles photographer, Willie T, and will be released as a coffee table book through VICE.<br>
<br>
While in Jamaica, Snoop was deeply affected by the people of Jamaica and also discussed his role in the development of Mind Garden, a non-profit social initiative focusing on community gardens that will provide essential nourishment to the kids in Kingston,
Jamaica. For Mind Garden, Snoop partnered with renowned businessman Jean Paul DeJoria and his JP’s Love, Peace and Happiness Foundation.<br>
<br>
Keep posted on <b><i>REINCARNATED </i></b>by visiting <u><span style="color:blue"><a href="http://www.snooplion.com/">www.snooplion.com</a></span></u> and follow @Snoop_Lion on Twitter and Instagram.<br>
<br>
"La La La" available NOW on iTunes: <u><span style="color:#084DE5"><a href="http://itunes.apple.com/us/album/la-la-la-single/id547416810?ls=1"><span style="color:#084DE5">http://itunes.apple.com/us/album/la-la-la-single/id547416810?ls=1</span></a></span></u><br>
<br>
<b>Reincarnated Trailer Link: </b><span style="color:#0000F5"><a href="http://youtu.be/MTqyV5Kw9Ss"><span style="color:#0000F5;text-decoration:none">http://youtu.be/MTqyV5Kw9Ss</span></a></span><br>
<br>
<b>Reincarnated Event Photo Link: </b><u><span style="color:blue"><a href="https://www.yousendit.com/download/QlVoanZuQzM0b0NGa2NUQw">https://www.yousendit.com/download/QlVoanZuQzM0b0NGa2NUQw</a></span></u><span style="color:#1436A5">
</span><br>
</span>Please photo credit Rebecca Smeyne.<o:p></o:p></p>
<p class="MsoNoSpacing"><b><span style="font-family:"Georgia","serif"">Reincarnated Conference</span> Link</b>:
<span style="color:#0000F5"><a href="http://youtu.be/EX7EqelDuQg"><span style="font-family:"Georgia","serif";color:#0000F5;text-decoration:none">http://youtu.be/EX7EqelDuQg</span></a></span><br>
<br>
<b><span style="font-size:12.0pt;font-family:"Georgia","serif"">About Snoop Dogg</span></b><span style="font-family:"Georgia","serif";color:#1F497D"><o:p></o:p></span></p>
<p class="MsoNoSpacing"><span style="font-family:"Georgia","serif"">Snoop Dogg is a multi-platinum artist and entertainment icon whose ability to stay at the forefront of popular culture and new technology has resulted in unwavering relevance. A rapper, record
producer and actor, he fearlessly jumps into whatever his creative passions.<br>
<br>
</span><b><span style="font-size:12.0pt;font-family:"Georgia","serif"">About VICE</span></b><span style="font-family:"Georgia","serif";color:#1F497D"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-family:"Georgia","serif"">VICE Media is a leading global youth media company operating in over 34 countries, and includes the world’s premier original online video destination,
<u><a href="http://vice.com/"><span style="color:black">VICE.COM</span></a></u>; an international network of digital channels; a television production studio; a record label; an in-house creative services agency; and a book-publishing division. VICE’s digital
channels include The Creators Project, dedicated to arts and creativity; Motherboard, covering cultural happenings in technology; and Noisey, a music-discovery channel.<o:p></o:p></span></p>
<p class="MsoNormal" align="center" style="text-align:center"><span style="font-size:10.0pt;line-height:115%;font-family:"Arial","sans-serif""><img border="0" width="58" height="58" id="_x0000_i1025" src="cid:image002.jpg@01CD6F2A.F12425C0"></span><img border="0" width="52" height="74" id="Picture_x0020_10" src="cid:image003.jpg@01CD6F2A.F12425C0" alt="Doggystyle logo 2.jpg"><img border="0" width="78" height="58" id="Picture_x0020_7" src="cid:image004.jpg@01CD6F2A.F12425C0" alt="https://encrypted-tbn1.google.com/images?q=tbn:ANd9GcQlhT4YLFeEsZnk3lYGUVPQe_y8d1CYDLSOCpt1acNrkc-Z6spIUg"><img border="0" width="101" height="52" id="Picture_x0020_4" src="cid:image005.jpg@01CD6F2A.F12425C0" alt="https://encrypted-tbn1.google.com/images?q=tbn:ANd9GcSxkDggcnNg0VlX8knj3k4sKbYJ8HlgxCd5UmLxO_V7bUWrtql4"><b><span style="font-family:"Georgia","serif";color:black"><o:p></o:p></span></b></p>
<p class="MsoNormal" align="center" style="text-align:center"><span style="font-family:"Georgia","serif""><br>
<b><span style="color:black">CONTACT<br>
<br>
Press Here Publicity </span></b><span style="color:black"><br>
Jennie Boddy <br>
</span></span><span style="color:black"><a href="https://mail.pressherepublicity.com/owa/redir.aspx?C=8da08e599155441fa0ddeda5fc45813d&URL=mailto%3ajennie%40pressherepublicity.com" target="_blank"><span style="font-family:"Georgia","serif"">jennie@pressherepublicity.com</span></a></span><span style="font-family:"Georgia","serif";color:black"><br>
212 246 2640<br>
<br>
<b>Cashmere Agency <br>
</b>Brianne Pins<br>
</span><span style="color:black"><a href="https://mail.pressherepublicity.com/owa/redir.aspx?C=8da08e599155441fa0ddeda5fc45813d&URL=mailto%3abrianne%40cashmereagency.com" target="_blank"><span style="font-family:"Georgia","serif"">brianne@cashmereagency.com</span></a></span><span style="font-family:"Georgia","serif";color:black"><br>
323 252 3633<b><br>
<br>
Vice Media <br>
</b>Alex Detrick<br>
</span><span style="color:black"><a href="https://mail.pressherepublicity.com/owa/redir.aspx?C=8da08e599155441fa0ddeda5fc45813d&URL=mailto%3aalexd%40vice.com" target="_blank"><span style="font-family:"Georgia","serif"">alexd@vice.com</span></a></span><b><span style="font-family:"Georgia","serif";color:black"><br>
</span></b><span style="font-family:"Georgia","serif";color:black">917 613 9717</span><span style="font-size:12.0pt;line-height:115%;font-family:"Times New Roman","serif";color:black"><o:p></o:p></span></p>
<p class="MsoNormal" align="center" style="text-align:center;line-height:normal">
<span style="font-family:"Georgia","serif";color:black"># # #</span><span style="font-size:12.0pt;font-family:"Times New Roman","serif";color:black"><o:p></o:p></span></p>
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