The infamous Snoop D O DOUBLE G also known as Snoop Dogg, well known rapper from the west coast, has changed his name to Snoop Lion. I don’t believe that Snoop, born as Calvin Cordozar Broadus, Jr., is exploring names of animals to see which suits him best. Snoop believes he is “the light, the lion.”
A few months ago Snoop no longer Dogg took a trip to Jamaica to seek a new path. At a press conference Snoop explained that he went to a temple where the High Priest asked him his name, in which he told the Priest Snoop Dogg. The Priest said "No more. You are the light; you are the lion." From that moment on, it all clicked for Snoop Dogg.
"I have always said I was Bob Marley reincarnated," Lion said. "I feel I have always been a Rastafari. I just didn't have my third eye open, but it's wide open right now." And wide open it is indeed. He is even going to cut out the explicit content in his music to cater to all ages. He has decided to do away with the gangster rap and replace it with reggae. Snoop Lion, the reggae artist? Huh?
Photograph: Jae C Hong/AP
On July 31st, Snoop abandoned all ties to Dogg and fully embraced his new stage name Snoop Lion. Snooplion.com, created on April 24th, will link you directly to Snoop’s new persona and give you all the details you need about his transformation.
Snoop’s original name Snoop Dogg evolved from the nickname “Snoopy” giving to him by his parents because of his appearance.
Snoop Lion, given to him by a High Priest in Jamaica isn’t just another name. In the Rastafari culture, The Lion is referred to “The Lion of Judah” which represents Emperor Haile Selassie I of Ethiopia. In Rastafari culture, Haile Selassie I is worshiped as God incarnate. For Snoop, this new name can mean a power reincarnation in the music industry.
But what about the infamous Dogg? There are 5 different trademark registrations across the United States registrar, Canada and CTM for the name Snoop Dogg owned by Calvin Broadus. They cover a variety of goods and services from clothing, music recordings, television programs and entertainment services.
Will Snoop abandon all trademark registrations? Will he renew? Who knows? As of August 1, 2012 no one has filed for a registration for Snoop Lion. Will he? I think he better.
There are many benefits in owning a trademark registration. Without a registration Snoop Lion will run into tons of issues such as: no public notice of ownership of the mark, no legal presumption of ownership or exclusive rights of the mark, no ability to bring action concerning the mark in federal court, no right to use the federal registration symbol ®, and no listing in the United States Patent and Trademark Office’s databases.
Will you miss Dogg? Will you embrace Lion?
Nicole Briggs is an Associate Trademark Consultant for Interbrand.