Snoop Doggy Dog Changes Name To Snoop Lion.

Hip-hop mogul Snoop Dog has been reincarnated as Snoop Lion after a spiritual journey to Jamaica.

Snoop has changed his name and his sound to launch a new reggae album and documentary titled 'Reincarnated', Reuters reports.

Snoop, whose real name is Calvin Broadus Jnr, says he was 'reborn' after a christening by Rastafarian priests.

'I didn't want to be Snoop Dogg on a reggae track ... I wanted to bury Snoop Dogg and become Snoop Lion, but I didn't know that until I went to the temple and received the name Snoop Lion from the Nyabingi priest,' the rapper told Reuters.

The former hip-hop veteran has taken to social media to promote his new name and new single 'La La La' as he tries to pitch his music to a wider demographic.

While the new choice of animal may be turning off some fans, Snoop Lion hopes his new reggae sounds will turn them around.