Snoop Dogg Channels West Coast Cinema in ‘Stop Counting My Poccets’ Video

A Cinematic Return to Form

Snoop Dogg has officially unveiled his latest single, “Stop Counting My Poccets,” a track that serves as a gritty, atmospheric prelude to his highly anticipated upcoming album, 10 Til’ Midnight. Produced by the acclaimed Nottz, the song captures the quintessential West Coast sound that has defined Snoop’s career for decades, blending sharp lyricism with a production style that feels both nostalgic and refreshingly modern. The album is slated for a worldwide release on April 10.

The release is accompanied by a compelling music video directed by Luis De Pena and Yaslynn Rivera. Rather than a standard performance clip, the video functions as a stylistic homage to the golden era of West Coast gangster cinema. The visual narrative is deeply embedded in a broader short film project, which provides a cohesive aesthetic and thematic backbone for the entire 10 Til’ Midnight album experience.

Visual Storytelling and Narrative Depth

The short film, shot primarily in a stark, high-contrast black and white, leans heavily into the noir-inspired tropes of classic crime dramas. The project features a robust ensemble of West Coast talent, including appearances by Ray Vaughn, G Perico, Hitta J3, and BLK ODYSSY. The narrative centers on two brothers—Ru Little and Do Wrong—both portrayed by Snoop Dogg. These characters represent the divergent paths and complex backgrounds often explored in the rapper’s storytelling, as they navigate the treacherous waters of a high-stakes heist that ultimately spirals out of control.

The Creative Vision Behind 10 Til’ Midnight

As anticipation builds for 10 Til’ Midnight, the project is shaping up to be a collaborative powerhouse. The album boasts an impressive roster of guest features, including Swizz Beatz, Peezy, Trinidad James, October London, Kanobby, and Shawn Louisiana. The production credits are equally formidable, with contributions from industry titans such as Pharrell Williams, Rick Rock, Soopafly, MyGuyMars, Erick Sermon, YoungFyre, and Snoop Dogg himself.

This upcoming project follows a prolific period for the legendary rapper. Last year, Snoop released his 21st solo studio album, Iz It a Crime?, further cementing his status as one of the most enduring figures in hip-hop history. Beyond his solo work, Snoop has continued to use his platform for social advocacy. In October, he collaborated with Jeremy Beloate on the single “Love Is Love,” a track released in partnership with GLAAD to support LGBTQ+ youth and stand against bullying during Spirit Day.

While Snoop remains a cultural icon, he has not been without controversy. His recent public comments regarding the depiction of a same-sex couple in the Disney film Lightyear sparked significant debate. During an appearance on the It’s Giving… Podcast, Snoop expressed his personal discomfort with the film’s content, highlighting the ongoing tension between his traditionalist views and the evolving landscape of modern media representation. Despite these moments of friction, Snoop Dogg continues to command the spotlight, proving that his influence remains as potent as ever.