Since the 2004 release of R&G (Rhythm & Gangsta): The Masterpiece the Doggfather has stepped his own game up and reached a proverbial turning point in his career. Personally, he orchestrated the Protect the West Conference, a closed door, invitation only event amongst west coast rappers and executives including B-Real, Tha Alkaholiks, Ice Cube and Suge Knight to name a few. Mediated by Snoop and comedian Steve Harvey along with the assistance of the Nation of Islam, the unification and economic progression based initiative spawned a dialogue that had never been sparked within the separated rhyme community. With an agenda to keep the peace with each other and create opportunities for advancement within the west coast community, the Conference quietly allowed artists to share, dialogue and build.

Snoop also became known as Coach to approximately 2500 kids in 10 local chapters throughout California for the Snoop Youth Football League (SYFL), a cause near and dear to his heart. As the owner and coach of the league, Snoop subsidizes approximately $2 million dollars annually to create extra curricular activities for children who may not otherwise have them in the hopes of boosting their self esteem, learning about teamwork and preparing them to become tomorrow’s leaders. Eligibility for SYFL requires a minimum GPA for participants and their season closes with a benefit concert featuring some of the industry’s hottest urban talent as a treat for the kids.

Tha Big Boss Dogg also got political by participating in the awareness for clemency of reformed original Los Angeles Crip Gang co-founder Stanley “Tookie” Williams. Using his high profile visibility, Snoop assisted in a grassroots movement of sorts to reach out to radio, entertainers, politicians and social organizations regarding Williams’ case. Unfortunately, clemency was denied and Williams was executed by lethal injection on December 13th, 2005. Snoop along with his Dogg Pound Gangstas Daz Dillinger, Kurupt and featuring Nate Dogg, released “Real Soon” from his independent Welcome to da Chuuch – Da Album in honor of Tookie and in support of clemency.

Amidst his philanthropic activism, Snoop D-O Double G also continued to make time to record music and feed his creative spirit. He developed Snoopadelic Films and released the independent DVD Boss’n Up and he has his own XM Satellite Radio show “Welcome to da Chuuch with Big Snoop Dogg.” In addition, he was named executive producer for XM’s classic hip hop channel, The Rhyme. Throughout it all, Snoop managed to stay in the studio to record Tha Blue Carpet Treatment.

The introduction to the album, “Think About It,” moves beyond the party over a jazzy mellow beat with a hip hop feel to it, produced by newcomer Frequency. Snoop sets the tone by delving into his world where the law of opposition and often contradiction happily co-exist. When making records that go beyond the surface, utilizing metaphoric phrasing make “this Blue Carpet Treatment deep to me,” according to the Dogg.

The first single “Vato” featuring B-Real of Cypress Hill, was produced by The Neptunes, his production collaborators on previous chart toppers, “Beautiful” and “Drop It Like It’s Hot.” With its dark strings and deep bass, the slightly reggae-fused tune speaks to the Black and Brown (African-American and Latino) tension present in the west, opting for peace and unity as opposed to senseless violence. The marriage of Snoop and B-Real on the track creates an almost sub-conscious connection for the homies in the hood to pay attention to.

Nottz produced a catchy, lullaby head nodding track entitled “That’s That ****.” Featuring R. Kelly, the light and airy sing along chorus will have every low rider and top dog from coast to coast humming along, “I pulled up with no room in the phantom, with the chrome wheels spinnin, sayin that’s that ****.”

Dr. Dre doesn’t fall short with his contrib