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Snoop Lion has been turning heads ever since his dramatic transformation and renouncing his former gangster rap past. The West Coast veteran continues on the path he’s blazed since the name change, joining celebrated singer Tony Bennett on a new campaign aimed at eliminating gun violence.

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Snoop Lion is linking with MTV and Jewelry for a Cause for the release of a line of bracelets aimed at getting illegal guns off the streets. The collaboration will also be included in the 2013 MTV Movie Awards, the network announced Tuesday (April 9).