Kanye West To Launch New GURU Energy Drink and Fragrances

Rapper Kanye West is expanding into branded beverages and fragrances with two new partnerships.

West will have his own energy drink through a collaboration with GURU Beverages Inc., a maker and distributor of organic and natural drinks. The rapper will be involved in the entire development process of the new beverage. The new drink is expected to launch later this year and, as part of the deal, West is now an equity partner in the company.

West is also part of a deal that will see branded perfumes and colognes from Jay-Z, Rihanna, and West himself. Parlux Fragrances, Inc., has signed an agreement with Iconic Fragrances LLC, Jay-Z’s licensing company. The agreement allows for royalties, profit sharing, and stock options for Jay-Z, Rihanna and West.
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Common and Diesel Collaborate for new Cologne

In creating a scent that represents the man who takes a stand, Diesel chose to collaborate with American hip-hop artist and actor Common.

Inspired by visionary artists, icons and rebels, Only The Brave is a fragrance about seizing opportunities and making a difference. Only The Brave boasts the determination and strength to overcome adversity and make a mark. The GRAMMY-winning hip-hop artist’s song “The 6th Sense” fully embodies the spirit of Only The Brave. Exploring what motivates a man and the challenges he faces, the song and the artist behind it encompass the qualities that make a brave man–determination, perseverance and principle.
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