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Page 3 of 3 Sports Teams Talk about diversifying your portfolio. Jay-Z is a well known minority owner of the New Jersey (Brooklyn) Nets but who knew Nelly has a stake in the Charlotte Bobcats? Even more surprising, Nelly told NASCAR fans it was “hot in herre” when he bought himself a part of the Craftsman Truck team. Beverages A party without drinks is like songs without beats. This makes iconic artists prime targets for companies trying to keep their drinks relevant. | Artist | Beverage
| Details
| Nelly
| Pimp Juice
| Partnering with Fillmore Street Brewery, Pimp Juice is marketed as "Hip Hop's #1 Energy Drink"
| Lil Jon
| Crunk Juice
| A red tank/bucket appearing in many videos turned into an endorsement deal for Lil Jon
| Dipset
| Sizzurp Cognac
| Named after the (deadly) Southern remedy, Jim Jones and Cam'ron launched the legalized version of Purple Drank
| Jay-Z
| Anheuser-Busch (Budweiser)
| Named co-brand director for Budweiser Select, Jay-Z actively promoted the beer alongside Kingdom Come
| P. Diddy
| Ciroc Vodka
| Acting as the celebrity endorser of Ciroc, Diddy will retain 50% of the profits of the declared "official drink of New Year's"
| Kanye West
| Absolut Vodka
| Along with Common and Just Blaze, became the new faces of Absolut
| Common
| Absolut Vodka
| The 3 hip hop icons will share their "visions and testimonials" of their lives in the Absolut world
| Dr. Dre
| Drinks America
| Dre will help sponsor Drinks America's Super Premium Cognac, Premium Tequila and Sparkling Water Vodka
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Here, we only mentioned the energy and alcoholic beverages that various rappers have co-signed. Pepsi and Sprite have a long list of sponsors that we will leave for the soda lovers to accumulate. Other Rappers go into the game hoping to sell a certain amount of units and doing a certain amount of shows without realizing the big cheese is not on this floor. Then there are the moguls who realize the torch must be passed on such as Dr. Dre and Jermaine Dupri. Dre and Dupri established themselves in hip hop before enlisting and developing other artists. Dr. Dre signs Eminem to his Aftermath label who in turns signs 50 Cent to Shady. Since Shady is under Aftermath, Dr. Dre gets a nice check for any success 50 Cent and his protégés accomplish. Still there is more money outside of hip hop, in other genres of music. Jermaine Dupri not only managed R&B divas such as Mariah Carey and Janet Jackson, he occasionally penned songs for them as well. As hip hop expanded commercially, Timbaland took advantage of the opportunity to cross over to pop and alternative music, working with acts such as Justin Timberlake, The Pussycat Dolls and One Republic. If one was to study the cash flow of hip hop, he or she could come up with limitless sources of income for the industry. So even as album sales drop, don’t expect a decline in aspiring rappers and expect an increase in business savvy artists as it will likely soon become the only way for a rapper to make a decent living. *All information in this article is subject to change. If you notice an error or something I have missed in compiling these lists, send an email to
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