Snoop Dogg Says Rap's No Longer a Challenge, Becomes Snoop Lion

VICE Films, in partnership with Snoopadelic Films, presents REINCARNATED. The documentary follows Snoop Dogg as he journeys to Jamaica to record an album with Diplo. While there, Snoop finds himself embraced by the Jamaican people, is positively impacted by Rastafarian culture, and becomes reincarnated as Snoop Lion. Premiering at the Toronto International Film Festival September 7th.

Solid evidence that the dude's a marketing genius, if nothing more.