LYCOS RETRIEVER 
Rap Artists: Snoop Dogg
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Rap artists are accustomed to name-checking prestige car, clothing and jewellery brands in their lyrics. But if McDonald's has its way Snoop Dogg, Jay-Z and 50 Cent may soon be giving it up for the humble beefburger.
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Rap transactions have never been the same since Snoop came to regulate, and he's not privatizing any time soon. His eclectic new LP Ego Trippin' even brings some hyphy peals to Long Beach, where they're co-opted on the terms of the most original G.
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KPWR reached and maintained its supremacy as its core music -- rap and hip-hop -- got ever more popular. Once counterculture, hip-hop now sets the tone for pop culture and appears on TV commercials and movie soundtracks. Artists such as Eminem, 50 Cent, Snoop Dogg and Ludacris have topped both the album charts and KPWR's playlist for years; now KIIS listeners are getting heavier doses of them, as well.
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