. Some become billionaires
off of them, but the majority are likely to flounder, the same way the dozens of rapper clothing lines died on the vine.
But a funniest entrepreneurial rapper fad had to be energy drinks. We're reminded of this phenomenon because, earlier this month, the Beastie Boys won a $1.7 million lawsuit
against Monster for using their music to promote an event without the group's permission. This may be the final nail in the coffin for the relationship between hip-hop and energy drinks.
The Beastie Boys never had their own energy drink (unless you count Brass Monkey
), but just about every other rapper did, about a decade ago. Here's our look back at them.
Energy Drink: Pimp Juice
Among the first rapper to jump on this bandwagon was Nelly, with his Pimp Juice. Named for his eponymous single, the drink stirred controversy among women's and African-American groups, because it used the word "pimp" in the name.
Not helping matters was the horrifying commercial, that used killing a dog and punching a woman in the face to sell the product.
Energy Drink: Liquid Ice
Ice-T was quick to endorse an energy drink as well, claiming his Liquid Ice drink offered "healthy metabolic fuel efficiency."
Ice's endorsement deal ended quietly, as the company shifted its efforts to the controversial
Jimi Hendrix-themed energy drink Liquid Experience.
Rap Artist: Lil Jon
Energy Drink: Crunk
Say this much about Lil Jon: He has energy. His beverage, called Crunk after the genre he popularized, emerged at the height of his post-Chappelle Show
pop culture ubiquity.
Unlike many of these others, Crunk's still around! It's now available at Jungle Jim's in the Cincinnati area.
These days practically every rapper has his own line of