Will Pit­bull-sized prof­its push rap­pers to pri­ori­tise port­fo­lios?

The Irish Times - Friday - The Ticket - - MUSIC - Jim Car­roll on mu­sic

You know Pit­bull as the most ubiq­ui­tous pop star in the busi­ness. Aside from his own run of re­leases, he’s the rap­per who has turned up on about 50 dif­fer­ent sin­gles over the past few years with artists such as Jennifer Lopez, Shakira, En­rique In­gle­sias, Michael Jackson and many more. If you’re af­ter a lad to rap in English or Span­ish on your tune and make it a bit of a whop­per, the vibe seems to be that you call Pit­bull.

It now ap­pears that the man born Ar­mando Pérez (known as Pit to his mates) has been wheel­ing and deal­ing like Wall Street stock­bro­ker with the money he has earned as a rap­per for hire.

There’s a fas­ci­nat­ing pro­file of him in Busi­ness­week that goes though his port­fo­lio of in­vest­ments and en­dorse­ments. The dol­lars that come in from his mu­sic selves to his brand.

It’s easy to see why cor­po­rates want a bit of the Pit­bull panache. Like so many rap­pers who’ve done the crossover from the streets to the board­room, such as 50 Cent and Jay-Z, Pérez can ap­peal to a fan­base that many brands are find­ing it hard to at­tract. By pay­ing Pit a wad of cash, they get that ac­cess and don’t even have to lis­ten to him rap­ping.

Sadly, though, the fi­nan­cial suc­cess of Pit­bull and oth­ers means more and more rap­pers will be com­ing into the game think­ing about their port­fo­lio and busi­ness acu­men rather than their flow. The old school has never felt so far away. and those ads for beer, soft drinks and cars are used to fund the Mi­ami Subs Grill res­tau­rant chain, a wa­ter­fil­tra­tion sys­tem called EcoloBlue and the Voli low-calo­rie vodka brand.

As the reporter notes, Pit­bull is now “think­ing about things other than par­ty­ing, stu­dio time and ladies”, given the in­ter­est com­pa­nies are show­ing in at­tach­ing them-

Pit­bull: rap­ping, rolling, wheel­ing and deal­ing

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