Hear the roar of the mighty Snoop Lion! Snoop Dogg has unveiled his new alter-ego Snoop Lion in an effort to promote his upcoming Major Lazer produced album 'Reincarnated.'

Snoop's first single off the album is entitled 'La La La' and it's far from a traditional Snoop tune, it's reggae! Matter of fact the whole album will feature the tropical, smooth, Bob Marley-ish tones.

Snoop is showing serious dedication to the project, setting up Snoop Lion Twitter, Facebook and Tumblr accounts. He's even gone as far as to ask some of his celebrity friends for help! He's reached out to The Kardashians, Rihanna, even Martha Stewart to help spread the word.

This isn't the first time Snoop has crossed gunres. Last April Snoop sang along on a country ode to...well what he's known for smoking, with Williy Nelson. Listen to the song 'Roll Me Up'

'Reincarnated' is slated to be realised later this year.

Watch the video for 'La La La'