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Jay-Z Teams Up with Cherry Coke

No, Cherry Coke isn't the name of a new rapper. Shawn "Jay-Z" Carter, the rap star and CEO of Def Jam Records, who in recent months became a spokesman for Hewlett-Packard, Budweiser, and the NBA, is adding Cherry Coke to the list of products he'll be promoting.

Repping the Cherry Coke relaunch (coupled with the introduction of Cherry Coke Zero), is another in a series of strange strategic moves made in the past couple of years by the entrepreneur. Fans and critics alike are concerned that Jigga, as he's affectionately referred to, is perhaps more invested in his business opportunities than in his rap music, especially considering the lukewarm response to his latest album, Kingdom Come.

"It's his new opportunity to expand his standing in the business world," said Jameel Spencer, CMO of Rocawear, Jay-Z's clothing line. "Besides just recording, he's making TV commercials and campaigns for brands... [And], who is better than Coke? They're the biggest."

It would seem that, based on Jay-Z’s constant hustle, he isn't making enough money yet, or maybe it's just that his girlfriend, Beyoncé, has a much bigger credit card bill than we can imagine?

--The ARTISTdirect Staff
02.14.07