Snoop Dogg’s recent signing of Cypress Hill to his “new” Priority Records was a shock to many in the music industry. They haven’t released an album since 2004 and in this day and age of the ever changing music industry, Cypress Hill is considered “old” by many. So why would Snoop make Cypress Hill his first signing as the Creative Chairman of Priority Records? Why not some young, flashy kid out of L.A. instead? The reason is simple.

Snoop Dogg wants to bring credibility back to the West Coast and make Priority the home of West Coast hip-hop. In order to do that, in order for younger up-and-coming talent to follow, there has to be credible artists to the roster. Cypress Hill has sold over 18 million records and they did most of it on their own with aggressive touring and branding here on the West Coast. By signing the group, Snoop and the Priority label will be able to release the much anticipated Cypress Hill album Rise Up with the creative flavor expected out of a true West Coast label. Snoop’s own Malice In Wonderland was handed off from the broken MTV distribution deal and landed in Priority’s lap when they brought Snoop on so it wasn’t like Priority was able to 100% handle that release.

Hopefully this is just a sign of more things to come from Snoop and the Priority label as they try and re-brand themselves as the “go-to” label for West Coast artists. Come on folks…we all know the West Coast…is the best coast!