By Maurice Bobb
“It’s a powerful song and we hope to spread a positive message that hits home with people,” Snoop said about the Diplo-produced track. “We’ve seen too much bloodshed involving guns and we want to prevent the next incident from happening. That’s what’s it all about, trying to bring awareness and push love and peace.”
The Jessy Terrero-directed clip begins with a montage of headlines and news footage documenting gun violence from varied national tragedies, then focuses in on a suited Snoop crooning in patois alongside his daughter, Cori B. One of the more jarring images is that of children playing “spin the bottle” with a gun instead of a bottle.
Filmed mostly in black and white, the video also finds a contemplative, hooded Drake delivering thoughtful lines like, “I know somebody died, somebody’s child, some people duck down and some people hide/some people just cannot react in time, bullets do not choose a victim, it is the shooter that picks ’em.”
The West Coast legend’s new LP is available for pre-order starting today on iTunes and hits retailers on April 23.