3 Kings

by Zack O'Malley Greenburg

  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).