Rapper Snoop — formerly known as Snoop Dogg, and now going by the name Snoop Lion — has a new iOS app to promote his latest album, Reincarnated. The app, “Snoop Lion’s Reincarnated: Track Notes,” was developed by creative marketing agency Cashmere and Citia, a New York-based startup that formerly focused on book apps and is now expanding to other forms of media.
The release of Snoop’s new app also marks Citia’s expansion of its offerings from iPad apps only to iPhone and web. The “Reincarnated” app works on Chrome and Safari, as well as on iOS. A free version of the app is available in the iOS App Store today, and Citia plans to release a premium version of the app that includes interviews with Snoop and other exclusive content this summer.
Citia sees the “Reincarnated” app as a demonstration of the capabilities of its platform. Each app — whether it’s for a book or an album — includes a set of virtual “cards” that users can navigate through quickly. A user can also flip a card with a flick of her finger to see a number of buy links. In the case of the “Reincarnated” app, a user can buy Snoop’s DVD, download the Reincarnated album, or buy Snoop’s “house shoes” or “grindtainers.” (See a video preview below.)
In March, Citia CEO Linda Holliday told me that the company now thinks of its clients as the “new content creators,” whether they’re publishers, artists or something else. “We define them either by their audience or by their point of view, and those two things are flip sides of the same coin,” she said. A book is just “a container,” and “I don’t confuse the container and the contents. We can’t hold the book up as some kind of requirement.”