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Somebody had to make the deal go - LL was bold and unapologetic! Not a hint of pandering! It was not corny! Somebody was behind the scenes, huffing and puffing, signing papers, negotiating - lobbying.
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And it was not fried chicken! It was the Gap when the Gap was hot.
KENDRICK LAMAR SECTION 80 MIXTAPE HOTNEWHIPHOP TV
Those who dislike the commercialization of hip-hop may see only money signs in Lighty’s move to brand the game: Long before he negotiated what would become 50 Cent’s $100 million deal with Glacéau’s Vitamin Water, Violator worked out LL’s commercial with the Gap in the late 1990s, as well as Busta and A Tribe Called Quest’s early deals with soda companies.įor those of us who remember when it was near, or actually, impossible to get hip-hop booked into nightclubs and arenas, who remember when pop radio stations would not play rap, who remember that pitching a rap act to a mainstream publication or late-night TV show was like pushing a boulder up a hill, for those of us who lobbied for and explained hip-hop - for many of us, to see LL rapping in the Gap commercial, “ How easy is this?” was a thrill, it was recompense, it was, dammit, fairness. He has managed (among others) the careers of 50 Cent, Missy Elliott, LL Cool J, Mariah Carey, Busta Rhymes and Foxy Brown. Lighty - who with co-owner Mona Scott ran Violator Records and Violator Management, who founded Brand Asset Management and worked closely with Russell Simmons and Lyor Cohen in the early days of Rush Artist Management - died Thursday. As a professional, he carried water for an industry and for a culture. As a teenager he carried records for DJs. But his normal speaking voice ranked just above a whisper. Shoulders that stretched from Hollywood to New York City. The highlight of Cole’s retaliation was this line: “Picture me hating on a young ni- with talent…caked out on his allowance.” Now we wait to see if he honors this one with a response. Sneak disses and jabs, I don’t really see the benefit/But I guess you lame enough, probably keep you relevant.” “Now you whack, less than a man, mention me in verses. “I guess I rattled you, snaggletooth/You know better/Thought J stood for Jermaine, not Jet Setter/You seen me and shook my hand, coppin’ pleas in person,” he spits, likely addressing reports that they squashed the beef in person. On the new track “Fall Down,” which Diggy premiered on Power 105’s The Breakfast Club Monday (September 17), he dedicated a few lines to his feelings about Cole. Now, Diggy has a couple more things to say to Cole. Cole for allegedly fabricating details of a romance with his sister Vanessa Simmons, and it almost seemed like the Roc Nation rapper was fine with ignoring the jab, until he threw shots in a new verse last week. Diggy Simmons' “What You Say To Me” leaked a few months back, taking aim at J. Cole Again On ‘Fall Down’Īpparently a few months of silence following the issue of an diss track doesn’t mean that beef has been laid to rest.