Twenty years after its inception, DoggyStyle Records is ready to re-enter the rap game. Snoop Dogg’s label announced its first signee, Atlanta rapper Clay James, to reboot the company.

The Doggfather founded DoggyStyle Records in 1995 after the success of his 1993 album of the same name. He released his Welcome To Tha Church series under the label in the mid-2000s.

James tells Sway’s Universe that he connected with the DoggyStyle team at SXSW after he performed. He says he is now preparing an EP and visuals for his previously released singles.

“I was greeted by Yung Zeke, JU, and Young Hunnid of the Dawg Crew Ent. collective, who are direct business affiliates of Snoop Dogg,” he says. “They liked my performance and formed an organic relationship with me. We kept in touch after SXSW, and one day they told me how they brought my name up to Pocket Norwood, an A&R over at DoggyStyle Records. Pocket asked me to send some music to him, and he played it for Snoop Dogg. Now here we are!”

His first release on DoggyStyle is the “Souther Playa Shit” single, which can be streamed below: