Latin Music Week
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Snoop Dogg Featuring R. Kelly, "Platinum"
Despite remaining two of the most consistent, prolific major artists in hip-hop/R&B, neither Snoop Dogg nor R. Kelly has scored a hit as a lead artist in four years. For the latest single off Snoop's new full-length, "The Doggumentary," the duo has joined forces with a youthful x-factor-white-hot producer Lex Luger-and churned out a kinetic banger that sonically stands up with Snoop hits like "Drop It Like It's Hot" and "Sexual Eruption." Luger provides a typically sinister beat comprising lonely synth blips, all-encompassing drums and a faceless chorus chanting "Platinum!" during the refrain. Like Luger's best tracks with Waka Flocka Flame, "Platinum" never gets too dark thanks to Snoop Dogg's goofy wordplay: "Record sales, wholesale, detail, retail/ You fail, we sell, ding-dong ditch and I'ma ring your bell," he raps. Snoop has sounded too complacent on his last few singles, but with an intense producer and reliable veteran to sing the hook, he rises to the occasion.