Snoop Lion ... Wait. what?

So lately Snoop Dogg has been referring to himself as Snoop Lion. Not only that, but he is now apparently doing reggae.

What?

Apparently, says his story, he went to Jamaica and a rastafarian priest told him that he was not a dog, he was a lion, hence the name change.

On top of that, he says that the spirit of Bob Marley visited him and told him to release a reggae album, which is his new album "reincarnation".
The concept is a little hard to grasp and I can't tell if he's doing this as a publicity stunt, or if he really thinks the spirit of Bob Marley is talking to him and telling him to do this.
What do you think?