Snoop Dogg was "reincarnated" into his reggae alter-ego Snoop Lion at SXSW 2013. The rapper performed at the packed Viceland venue on a bill with Major Lazer and veteran artist Mavado.Police shut down the show after it reached capacity, making it a hot ticket.
Snoop started the show by going back to his gangsta rap roots. Gunshots and old footage of him talking about hip-hop with photos of Tupac flashed on the screen behind him. He explained how his transition into Snoop Lion was inspired by the positive force in reggae only to be interrupted by a dirty boombastic reggae beat that made the walls shake. Snoop had officially been reincarnated with new Snoop Lion lyrics preaching "east side, west side, north side, south side being unified..." Watch Snoop Lion perform "Lighters Up" with Mavado at his SXSW 2013.