REIGN MAKERBy Nekesa Mumbi Moody (AP Music Writer)
50 Cent is one of rap's most lucrative entertainers. Yes, he's sold more than 11 million albums. But no, 50 can't count on selling like this in today's troubled musical times.
Which is why he needs Violater CEO and manager Chris Lighty, 38, more than ever. With 50 - and other high-profile clientele like Diddy and Busta Rhymes - keeping them very paid is Lighty's expertise.
For instance, various opportunities for 50 include a vitamin supplement deal, a role in a Brett Ratner movie, and his own condom line. Coming soon for cient LL Cool J? A Chapstick deal for the rapper known for licking his lips.
With a roster ranging from Academy Award-winners Three 6 Mafia to maverick Missy Elliott to up-and-comer Papoose, Lighty's mission is not so much to make musical superstars, but multifaceted entertainers who can be marketed in an array of ways.
It's all about leverage and synergy Chris. We 're feeling you Brother!
In fact, to get the latest on Three 6 Mafia, keep scrolling down. Want the rest of this story, read it here.