Beats headphone collaborators Dr. Dre and Noel Lee, chief of Monster Cable, during happier times. (Courtesy of Noel Lee)
Jay-Z on the cover of Forbes in 2010 with billionaire Warren Buffett. (Courtesy of Forbes)
Diddy and Lee, who also forged a headphone connection. (Courtesy of Noel Lee)
The Oslo headquarters of Jay-Z’s Tidal streaming service. (Photograph by Zack O’Malley Greenburg)
Grandmaster Flash (left) and Afrika Bambaataa, present day. (Photograph by Emmanuel Adarkwah)
Acknowledgments
On a lazy afternoon during the summer of 2015, I was walking through my godmother’s living room, trying to think of ways to frame a book proposal I’d been kicking around, when my eyes landed on a copy of Walter Isaacson’s The Innovators. Seeing the excellent tome, which presents the history of invention through the lives of great thinkers from Ada Lovelace to Steve Jobs, flicked on a lightbulb in my head.
Hip-hop was enjoying one of its periodic high points thanks to the popularity of Hamilton, Empire, Straight Outta Compton, and other works. Though there had been books written about the genre, none had taken the sort of “great thinkers” approach I had in mind—a combination of history, biography, and blueprint—and I became certain that it was time for a history of the business of hip-hop told through the lens of its three most prosperous practitioners. I’m deeply grateful to my agent, William Clark, for understanding my vision; to my editor, John Parsley, for immediately grasping the idea behind this book and elegantly refining it; and to Gaby Mongelli, Phil Marino, Ben Allen, and the rest of the team at Little, Brown and Hachette Livre for seeing it through. And a big thanks to the Mosses for providing the setting for my eureka moment.
Every nonfiction book needs great sources, and I was lucky to have more than a hundred of those—too many to list here; you can see most of their names in the notes section. I’m also eternally grateful to those whose contributions aren’t cited in the text but who pointed me toward helpful data, documents, and sources, especially Eric DiNicola at PrivCo, Liv Buli at Pandora, and Sue Radlauer at Forbes.
On that note, I owe a thank-you to my colleagues at the aforementioned business bible. Some of them helped me get my start covering the business of music, media, and entertainment (Lea Goldman, Neil Weinberg, Dan Bigman), while others gave me the flexibility that allowed me to write this book (Lewis D’Vorkin, Randall Lane, Mike Noer, Mark Coatney) while holding down a day job at a place packed with inspiring coworkers (Natalie Robehmed, Maddie Berg, Hayley Cuccinello, Paul Anderson, and many others). No mention of Forbes would be complete without shouting out my pals on the softball team, which will hopefully be gearing up for a successful NYMSL championship run shortly after this book goes to press.
Thanks to all the other friends who kept me sane—Vicky Schussler, Nathan Griffith, Dan Kato, Mike Seplowitz, and Emily Misch, with some help from YouTube and karaoke—and even the ones who drove me nuts (the K&B C and his commissionees). Peter Schwartz and Mike Safir made sure I got out at least once a month to enjoy myself in style; Charlie Warner and Julia Bradford kept me infused with youthful spirit. Choppy, “H,” Madeline Kerner, and David Korngold were super supportive “downtown” New York neighbors, as were Daniela, Josh, and Rafa Davis across town, and Zoe Blacksin uptown.
I’m super grateful for the excellent company and generous hospitality I received in California (from Matt Lachman, Jon Bruner, Bethany Kerner, Nicole Villeneuve, and Andrew Cedotal), as well as positive vibes from other friends around the globe (Jon Bittner, Rebecca Blum, Dan Adler, Sam Allard, Mallory Hellman, Kelly Reid, Marcus Leonard, Lara Berlin, Kartikeya Singh, Aranya Berlin Singh, Ezra Markowitz, Melissa Ocana, and Avi Ray Markowitz Ocana, to name a few) and from family (the La Roccos, Pecks, O’Malleys, and Greenburgs). A special thank-you to the Seymours for their friendship (and salubrious summertime writing perch). Among early readers, Cherie Hu was instrumental in helping me fact-check this book, and I hope she remembers me once she has taken over the music industry (any day now). Nick Messitte continues to be a great friend and an invaluably incisive critic.
And Fab, you are the king of crowns—your striking cover art and fantastic foreword were the perfect finishing touches for the book.
I’ll always be thankful to my parents: to Suzanne O’Malley, for sending encouragement from Texas; to Dan Greenburg, for being such a fine example as a writer and a human; and to Judith Greenburg, for being the most ruthlessly wonderful—and wonderfully ruthless—first draft editor I could ask for (and then some). I so wish this book could have been read by my aunt Naomi, my cousin Andrew, and my grandparents, particularly my grandma Irma, who passed while I was writing it. (She was a late hip-hop convert: toward the end of her life she told me and my cousins that she liked Kanye’s music.) Also gone far too soon: my mother-in-law, Terry Fixel, a paragon of wit and tenacity.
Last but certainly not least is my marvelous wife, Dr. Danielle La Rocco. She weathered an unbelievably shitty 2016 with her usual humor and grace, while giving great feedback on the book and sometimes also surprising me during late-night writing sessions with cheese deliveries. Danielle: There may be three kings, but you are my queen.
Giving Back
For my last book, Michael Jackson, Inc., I decided I’d borrow an idea from 50 Cent—and give away a free meal to someone in need via the United Nations’ World Food Programme for every book sold. (The rapper did the same for every sale of his Street King energy shot.) Though I love the idea of per-unit donations, I wanted to do something a little different for this book.
So for each hardcover copy this book sells (as determined by Nielsen BookScan), I’ll donate a meal-equivalent sum to the American Civil Liberties Union Foundation. The ACLU’s work is more important now than ever, as individuals around the country—and the world—are finding that their freedoms, too often taken for granted, are coming under attack.
Among the most vulnerable people are those in communities like the ones from which Diddy, Dr. Dre, and Jay-Z hail, as well as hardworking immigrants like my own ancestors (we get the job done!). For nearly one hundred years, the ACLU has been there to stand up for these populations and others, preserving the liberties guaranteed by the U.S. Constitution.
The ACLU speaks truth to power and promotes individual freedom—I can’t think of anything more hip-hop than that—and I’m proud to share a portion of the proceeds from this book with such a stellar organization.
Cast of Characters
The history of hip-hop is packed with a dizzying array of characters, so I’ve assembled a dramatis personae to help readers make sense of the maze of names, particularly dense in the book’s early chapters. I interviewed roughly 80 percent of the people listed below (and many others on background or off the record) for this book. Most are crucial to the history of hip-hop, or at least to the lives of its three kings. Some are experts in nonmusical fields whom I interviewed due to their knowledge of the sectors in which Diddy, Dre, and Jay-Z are or were involved.
Shawn “Jay-Z” Carter Rapper, multifaceted mogul, husband of Beyoncé; Brooklyn native
Sean “Diddy” Combs Performer, serial entrepreneur, beverage mogul; Harlem born, Mount Vernon raised
Andre “Dr. Dre” Young Superproducer and rapper, cofounder of Beats; born and raised in Los Angeles
Sal Abbatiello Head honcho of legendary Bronx nightclub the Disco Fever
Peter Adderton, Mike McSherry, Paul O’Neill Australian cofounders of Boost Mobile
Eric Arnold Former Wine Spectator editor, author of First Big Crush
Tarik “Cilvaringz” Azzougarh Morocco-based producer of secret Wu-Tang album
Afrika Bambaataa DJ, cofounder of hip-hop; disgraced after sex abuse allegations
Branson “Branson B” Belchie Harlem entrepreneur; hip-hop’s sommelier
Michael “MC Serch” Berrin Emcee of 3rd Bass, automotive consultant
Philippe Bienvenu Employee of Cattier, the company behind Jay-Z’s champagne
> Briant “B-High” Biggs Jay-Z’s cousin and confidant
Jean-Claude Biver Chief of high-end watchmaker Hublot, a Jay-Z favorite
Mary J. Blige Queen of hip-hop soul, early Diddy protégé
Gary Bongiovanni President and editor in chief of touring data outfit Pollstar
Richard Branson Billionaire founder of Virgin (Records, Airlines, Galactic, etc.)
Fred “Fab 5 Freddy” Brathwaite Hip-hop pioneer, artist, Yo! MTV Raps host
Calvin “Snoop Doggy Dogg” Broadus Seminal West Coat rapper, protégé of Dr. Dre
Rocky Bucano Bronx-born DJ, mastermind behind the Universal Hip-Hop Museum
Kareem “Biggs” Burke Roc-A-Fella Records cofounder with Jay-Z and Damon Dash
Jonathan “Jaz-O” Burks Golden age Brooklyn rapper, Marcy mentor to Jay-Z
Clive “DJ Kool Herc” Campbell DJ, cofounder of hip-hop; 1520 Sedgwick party host
Troy Carter Rap veteran, venture capitalist, Spotify exec, former manager of Lady Gaga
Darryl Cobbin Exec at Coca-Cola’s Sprite, Boost Mobile, others; hip-hop evangelist
Lyor Cohen Early Def Jam employee, Run-D.M.C.’s road manager, music executive
Salvador Contes High school classmate of Jay-Z
Joe Conzo The photographer who took hip-hop’s baby pictures
Tracy “D.O.C.” Curry Texas-born West Coast rapper, longtime friend of Dre
Damon Dash Roc-A-Fella Records cofounder with Jay-Z and Kareem Burke
Donald David Veteran entertainment attorney, sushi aficionado
Kasseem “Swizz Beatz” Dean Artist, entrepreneur, art collector, Bacardí exec
Robert “RZA” Diggs Ringleader of the Wu-Tang Clan (and its secret album)
Mike Dolan CEO of Bacardí who hired Swizz Beatz as an executive
Brian Dunn Former CEO of Best Buy, early supporter of Beats
Lyle Fass Wine and spirits expert; entrepreneur, sneaker head
Fat Boys One of the first hip-hop groups to enjoy mainstream success; managed by Charles Stettler
Curtis “Grandmaster Caz” Fisher Pioneering Bronx emcee, uncredited ghostwriter
Rodolfo “DJ Clark Kent” Franklin Brooklyn DJ/producer, early Jay-Z booster
Dave Free Manager and longtime friend of Kendrick Lamar
David Gest Attorney who worked on 1520 Sedgwick historical registry application
Tyrese Gibson Actor, singer, and friend of Dr. Dre; near-billionaire bean spiller
Verna Griffin Dr. Dre’s mom, author of Long Road Outta Compton
Benjamin “Macklemore” Haggerty Rapper half of duo Macklemore and Ryan Lewis
Antonio “Big Daddy Kane” Hardy Golden age rapper, booster of Jay-Z and Tupac
Andre Harrell Veteran record exec, Diddy’s first boss; now works for Diddy
Jerry Heller Late manager of N.W.A.; frequent rap villain
Brent Hocking Serial spirits entrepreneur, original founder of DeLeón tequila
Jimmy Iovine Cofounder of Interscope and Beats, longtime friend of Dr. Dre
DeHaven Irby Marcy Houses alum, drug-dealing mentor and friend of Jay-Z
Curtis “50 Cent” Jackson III Rapper, entrepreneur, Vitaminwater shiller; fourth king?
O’Shea “Ice Cube” Jackson Rapper, actor, original member of N.W.A.
Nasir “Nas” Jones Rapper, venture capitalist, pal turned enemy turned pal of Jay-Z
Craig Kallman Record collector, DJ, chief executive of Atlantic Records
Marion “Suge” Knight Cofounder of Death Row; intimidator, ruiner of hip-hop fun
Beyoncé Knowles International icon, superstar singer, entrepreneur, wife of Jay-Z
Rob LaFranco Former Forbes reporter, Diddy whisperer
Kendrick Lamar Compton-bred millennial hip-hop star, protégé of Dr. Dre
Noel Lee Founder of Monster Cable, the company behind early Beats headphones
Chris Lighty Late manager of 50 Cent and several other hip-hop acts
Kevin Liles Former president, Def Jam; cofounder, 300 Entertainment; artist manager
Theodore “Grandwizzard Theodore” Livingston Bronx DJ, inventor of the scratch
Craig Mack “Flava in Ya Ear” rapper who got his start on Diddy’s Bad Boy label
Jonathan Mannion Photographer of Jay-Z’s Reasonable Doubt cover and much more
Christopher “DJ Premier” Martin Legendary hip-hop producer for Jay-Z and others
Marshall “Eminem” Mathers Rapper, top-selling act of 2000s, protégé of Dr. Dre
Kenny Meiselas Diddy’s longtime attorney
Eddie “Scorpio” Morris Emcee, member of Grandmaster Flash and the Furious Five
Dillard Morrison Jr. Son of legendary Harlem gangster “Red” Dillard Morrison Sr.
Kevin Morrow Longtime Los Angeles concert promoter
Tracy “Ice-T” Morrow Gangsta rap pioneer, actor, record label founder
Timothy “Timbaland” Mosley Superproducer, entrepreneur, occasional rapper
Dwight “Heavy D” Myers Rapper, Mount Vernon resident, early mentor to Diddy
Jalal “Lightnin’ Rod” Nuriddin Protorapper known for Hustlers Convention spoken-word album
Shaquille O’Neal NBA Hall of Famer, occasional rapper
Rohan Oza Marketing guru starting at Coca-Cola/Sprite; Vitaminwater mastermind
Lawrence “KRS-One” Parker Old-school rapper, activist, Bronx native
Randy Phillips CEO of concert outfit LiveStyle, former head of Live Nation rival AEG
Darnell Robinson Grandson of Sugar Hill Records founders Sylvia and Joe Robinson
Joe Robinson Cofounder of Sugar Hill Records; more than a studio gangster
Leland Robinson Son of Sugar Hill Records founders Sylvia and Joe Robinson
Sylvia Robinson Cofounder of Sugar Hill Records, architect of “Rapper’s Delight”
Roberto Rogness Spirits aficionado, general manager of Santa Monica’s Wine Expo
Jessica Rosenblum New York party promoter, early associate of Diddy
Stephen Rust Diageo’s president of new business and reserve brands; Cîroc fan
Joseph “Grandmaster Flash” Saddler DJ, hip-hop cofounder
Kjetil Saeter and Markus Tobiassen Norwegian journalists closely following Tidal
Anthony Saleh Venture capitalist, manager of Nas
Eric Schmidt Director of Alcohol Research at Beverage Marketing Corporation
Gunnar Sellaeg Telenor executive, former CEO of Tidal parent Aspiro
Tupac Shakur Rapper, actor, poet; Death Row partisan; star gone too soon
Todd “Too Short” Shaw California hip-hop pioneer
Tom Silverman Early hip-hop aficionado, founder of Tommy Boy records
Earl “DMX” Simmons Rapper, actor, Yonkers native, pit bull enthusiast; Def Jam value booster
Russell Simmons Disgraced cofounder of Def Jam, Phat Farm; the original hip-hop entrepreneur
James “LL Cool J” Smith Early Def Jam rapper; actor, Grammy host
Kevin “Lovebug Starski” Smith Early emcee/DJ, “Rapper’s Delight” inspiration
Charles Stettler Swiss-born manager of the Fat Boys; early monetizer of hip-hop
Rob Stone Cofounder, The Fader and Cornerstone; former EMI and Arista employee
Steve Stoute Marketing guru, Translation CEO, friend and business associate of Jay-Z
Edward “Eddie Cheeba” Sturgis DJ, contemporary of Lovebug Starski and DJ Hollywood
Sugarhill Gang Early rap group—Henry “Big Bank Hank” Jackson, Guy “Master Gee” O’Brien, and Michael “Wonder Mike” Wright—that recorded “Rapper’s Delight”
Tommy “Tommy Tee” Flaaten Godfather of Scandinavian hip-hop; label owner
Sebastian Telfair Highly touted point guard who played on Jay-Z’s Rucker Park team
Cameron “Wiz Khalifa” Thomaz Pittsburgh-bred rapper; marijuana enthusiast
Touré Mononymous author, journalist, thinker, hip-hop head
Kurt “Kurtis Bl
ow” Walker First rapper to land a major label record deal
Christopher “Notorious B.I.G.” Wallace Legendary lyricist, keystone Bad Boy act
Voletta Wallace Mother of Notorious B.I.G.; reluctant fan of hip-hop
D. A. Wallach Venture capitalist, musician, college acquaintance of Mark Zuckerberg
Alonzo Williams Front man of World Class Wreckin’ Cru; early Dr. Dre employer
Bruce Williams Former right-hand man to Dr. Dre
Pharrell Williams Hip-hop star, producer, fashionista; Star Trek enthusiast
Chenise Wilson Goddaughter of Branson Belchie, early associate of Diddy
Eric “Eazy-E” Wright Founding member of N.W.A.; chief of Ruthless Records
Wu-Tang Clan Seminal Staten Island hip-hip group; secret-album purveyor
Walter Yetnikoff Longtime head of CBS Records; music industry character; agent of music video desegregation
Ilan Zechory Cofounder of Genius, the “Internet Talmud” first known as Rap Genius
About the Author
ZACK O’MALLEY GREENBURG is the senior editor of media and entertainment at Forbes and has authored two previous books: Empire State of Mind (Penguin/Portfolio, 2011), a business-focused biography of Jay-Z, and Michael Jackson, Inc. (Simon & Schuster/Atria, 2014), a deep dive into the king of pop’s financial realm. Zack graduated from Yale in 2007 with a degree in American Studies and immediately joined the staff at Forbes, where his annual Hip-Hop Cash Kings packages gave the genre its first sustained, serious coverage in the mainstream business press. His work has also appeared in the Washington Post, Billboard, Vibe, McSweeney’s, and Sports Illustrated. Zack has served as an expert source for outlets including NPR, BBC, MTV, and CBS’s 60 Minutes; as a speaker, he has appeared at SXSW, CES, TEDx, Harvard, Yale, and others. He lives in New York with his wife and cats. For more, follow him on social media (@zogblog) and visit his website (zogreenburg.com).
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