The former pimp, shrewd businessman and multiple joint smoker is trying to remold himself into a more family-friendly version.
Some may accuse this ad of mild racism, but the former Chief Innovation Officer at MDC Partners thinks that the underlying concept is quite charming.
After a trip to Jamaica the rap artist decides to quit his hip hop roots and re-enter the world as "Snoop Lion."
The latest project in a series of works by the beer company, which pay tribute to the DIY culture of Jamaica.
Chris Blackwell, founder of Island Records, provides insights on how the role of the record label has changed.