On Friday (July 20), Snoop Dogg unleashed his alter-ego, Snoop Lion, in effort to introduce his upcoming album, "Reincarnated." "La La La," the album's first single, is not a typical Snoop track though. It's reggae. As odd as that may sound at first, the Major Lazer produced track calls into mind legendary reggae artists and sounds genuine.

With the help from rising singer, Jovi Rockwell, Snoop Lion sings over the slow-burning, tropical-flavored production. Snoop's vocals are shockingly smooth much like his rhymes of yore.

Snoop Lion seems dedicated to the cause. He's created a Facebook, Twitter and Tumblr and has reached out to celebrities through Twitter -- such as the Kardashians, Martha Stewart and Rihanna -- to send them "postive vibes" and links to "La La La."

Though some fans may be surprised to hear of Snoop's name change and genre exploration, it's not the artist's first time doing either. In 1998, the artist born Calvin Broadus, Jr., dropped "Doggy" from his monkier, Snoop Doggy Dogg. As far as beding genres, Snoop sung on the country ode to weed,"Roll Me Up," alongside Willie Nelson back in April.