Gun control advocates just got an unlikely new ally: Snoop Lion.
The artist formerly known as Snoop Dogg released the music video for his new single "No Guns Allowed" Tuesday night. And if the title isn't enough of a giveaway, the video drives the message home.
Opening with a clip of President Barack Obama addressing the nation after the school shooting in Newtown, Conn., the video then segues into news footage from past mass shootings. A fictional group of children are also shown playing a version of spin the bottle with a gun, interspersed with newspaper clippings detailing gun violence.
"It’s a powerful song and we hope to send a positive message that hits home with people," Snoop said in a statement. "We’ve seen too much bloodshed involving guns and we want to prevent the next incident from happening. That’s what it’s all about, trying to bring awareness and push love and peace."
It's a significant departure from Snoop's past work, which often glorified illegal activity and violence. The rapper went on a soul-searching mission to Jamaica last year, reemerging as Snoop Lion and claiming to be the reincarnation of Bob Marley.
The song, a collaboration with Snoop's daughter and Drake, comes from the rapper's forthcoming album, "Reincarnated."