Rapper Snoop Dogg backs rival artists in Pomona

- Can music unite rival neighborhoods? Rapper Snoop Dogg hopes so. He's backing the Pomona City Movement seeking to bring artists together.

Snoop Dogg's business partner, Damien "Big Percy" Roderick, is from Pomona. He's concerned about the crime and violence.

"We've got to stop this nonsense," he said.

The "PCM" selected rappers from six parts of Pomona. They are artists who normally wouldn't sit in the same room due to rivalries and gang influence. Together they made a mix-tape. Rapper Norfside Nusense says there are parts of Pomona he'd never been to until the PCM. He calls it all "a miracle."

Pomona native, Mista Choc, insisted on joining the effort. He's a success story out of the city and has works with Dr. Dre. He's produced a few tracks on the mixtape.

Roderick (Big Percy), is the CEO of Roderick Music Marketing. As Snoop's right-hand-man he has access to the famous rapper. Snoop already coaches a youth football team, the Pomona Steelers, and has a long history with Pomona.

Roderick admits you'll see artists "rep" their neighborhood, flash hand gestures, but he says their trying not to glorify violence.

Pomona Drey has the first music video out of the Pomona City Movement. It features the other artists on the project and friends from the neighborhood.

The movement is part of the re-launch of Snoop's Doggy Style Records. It's patterned after the Long Beach City Movement. Make no mistake, the LBC produces gangsta rap. The lyrics are PG and definitely from the streets. Snoop says he wants artists to "tell their stories."

Snoop says he's trying to focus on ex-gang members who want to work in music. One young rapper, Jooba Loc, got the chance of a lifetime.


He got the first record deal on the new Doggy Style records. Snoop says he was once where Jooba Loc is in life. A movie on Jooba Loc shows him in an orange jail jumpsuit. Snoop says he wants to give back, just as someone helped him.

The Pomona City Movement drops a mixtape this weekend.

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