SUNDAY, DECEMBER 19, 2010
KLMNO
BD EE
E5 50 Cent’s payday: Diversified portfolio with liquid assets hip-hop from E1
sentedLighty,CAA, balked at rep- resenting a rapper so closely asso- ciated with violence, Lighty se- cured a deal with an eager Wil- liamMorris. One of Lighty’s business ac-
quaintances was Rohan Oza, a marketing executivewho has just moved fromCoca-Cola to a small Queens, N.Y., beverage company called Glaceau. Oza considered himself not a brandmanager, but a brandmessiah.He believed that passionate proselytizing of his products could transcend costly corporate ad campaigns.Oza’sVi- taminwater brandwas doingwell at more than $100 million in sales, second only to Pepsi’s Pro- pel brand in the $245million “en- hanced-water” market. He knew howto take themout. Stealing a page from the hip-
hop street-team and word-of- mouth ethos, Oza created a fleet of 10“GlaceauVitaminwaterTast- ing Vehicles,” staffed by 200 “hy- drologists,” to cross the country and spread the gospel ofVitamin- water’s growing line.Buthydrolo- gists working one-on-one with consumers wouldn’t break Vita- minwater out of the gourmet-deli and new-age-health-foodmarket. He neededmore than brandmes- siahs to convert individuals. He needed brand ambassadors to in- fluencemillions. That’s when Oza saw a com-
mercial for RBK sneakers in whichLighty, rather sneakily, had his artist chug abottleofVitamin- water.
Chris Lighty is a smart man,
Oza thought. Inaphone call soonthereafter,
Lighty toldOza that hewanted to find a way to work together to makeVitaminwater huge. It turnedout that 50Centhada
true love of the product. He had grownuparoundalcoholics, sohe didn’tdrink.He spenthours aday working out and ate healthy. Like Oza‚who got boredwithimbibing the recommendedeight glasses of plain water a day‚ 50 had found Vitaminwater amore pleasurable way to hydrate. On Oza’s desk in his New York
office, at that verymoment,was a test bottle of a newVitaminwater flavor, recently formulated by Glaceau’s head of product devel- opment, Carol Dollard, who had workedhardto getmore vitamins and nutrients into their drinks— muchmore thanthe2to3percent of the recommended daily allow- ance in other “enhanced” waters. Recently, Oza had asked Dollard for a product that would make it easy to highlight this difference. She had returned with a flavor that contained 50 percent of the RDA of seven different vitamins and minerals. Oza’s marketing team responded with a great name for the newvariety: Formu- la
50.The coincidencewasuncan- ny.
What betterway to collaborate,
Oza suggested, than to have 50 Cent endorse this newproduct? But Lighty didn’t want an en-
dorsement deal. He didn’t want cash. “We want to invest,” Lighty said.
respectful and deliberate, with- out too many flamboyant flour-
ishes.Lightywas the rapper’s per- fect business complement. Intheweeksandmonths there-
after, Lighty and Oza hammered out the terms of a deal. 50 Cent wouldtake a stake intheprivately owned company, one that would graduate over time and escalate if the companyhit certainnumbers. The two entities—50Cent onone hand and Glaceau on the other— signed an agreement of mutual confidentiality. Still, word got around that Lighty had negotiat- ed something close to, but not more than, 10 percent of the value of the company. During these discussions,
COURTESY OF CHRIS LIGHTY
Chris Lighty, right, with LL Cool helped bring Vitaminwater to 50 Cent’s attention.
By 2004, 50 Centwas undoubt-
edlyoneof theworld’sbiggestpop stars. But it took some amount of convincing on Oza’s part to over- come the trepidation of Glaceau CEO Darius Bikoff and president Mike Repole. 50 Cent’s associa- tion with gunplay presented a problem: What if their chief spokesperson ended up dead in a rap beef? But the 50Centwho showedup
for his first meeting with Bikoff was surprisingly different from the rapper’s public image: calm,
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Lighty and 50 deliberated the at- tributes of theirnewproduct.Oza presented the pair with several flavor options for Formula 50. For Chris Lighty, the choice was sim- ple. Despite the high-minded sci- ence of Glaceau, their product was basically a smarter,more up- scale, more aspirational version of theultimateghettobeverageon which Lighty and 50 had grown up: the “quarter-waters” sold in every bodega, deli and conve- nience store from Queens to Compton. The quarter-waters (so named
because they once cost 25 cents) were just like the Kool-Aid every- body drank at home. But nobody drankwildflavors like strawberry and kiwi in the ’hood. They drank grape. Formula 50 had to be grape. Oza hated the comparison to suchbasebeverages,buthehadto
admire the thought process of his newpartners. The50Cent-Vitaminwaterdeal
was announced in October 2004. Behind the scenes, the relation- ship between the two parties wasn’t always smooth. When Lighty, in one of his first inter- views about the deal, spoke of building the brand with the ulti- mate goal of selling it, Darius Bikoff phoned Lighty, screaming at himfor disclosing the strategy. Within a fewhours, Bikoff looked up to find a livid Lighty in his office, glowering at him. Lighty had driven from Manhattan to Queens to tell Bikoff one thing. “Don’t curse at me,” Lighty
said, a heartbeat away from be- coming aViolator oncemore. Once they understood each
other, Bikoff and Lighty, Vitamin- water and 50 Cent built a strong alliance. Soon billboards and bus stops across the country linked the images and joined the fates of twoupstarts fromQueens—onea scrappy, new-age beverage com- pany; theotherapugnacious,pro- vocative rapper with an eye for opportunity and a history of hitching himself towinners.
In March 2007, Chris Lighty
and his friend Sean Combs were riding together from Heathrow airport to a London hotel in the back of a Maybach when Combs got some news over the phone. Fellowrapsuperstar Jay-Zandhis two fashion-entrepreneur part- ners, Alex Bize and Norton Cher, had just sold the rights to their
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Rocawear trademark to a public company, the Iconix Brand Group. Lighty couldnot stoprepeating
thenumberheheard, ashe stared at Combs in disbelief. “Two hundred million? Two
hundredmillion?” Actually, at $219 million, the
sale of the Rocawear brand name was, at the time, the biggest deal in hip-hop history. Combs re- sponded in the only way he knew how. “I need a billion for mine,” he
huffed. But of those twomen, it would
be Lighty who reached that sym- bolicmark first. Just two month later, in May
2007, the Coca-Cola Company purchased Glaceau for $4.1 bil- lion. Inthemedia, initial reportsput
50Cent’s cashout at$400million, calculated by dividing the pur- chase amount by 50 Cent’s reput- ed 10 percent share. But in reality, 50 Cent’s take
was much less. Another stake- holder needed to be paid off first —thediversifiedIndianconglom- erate Tata had invested $677mil- lion for 30 percent of Glaceau in 2006, and got $1.2 billion when Coca-Cola bought themout. When all the other costs had
been deducted, 50 Cent was thought tohavewalkedawaywith a figure somewhere between $60million and $100million, putting his net worth at nearly a half billion dollars. On his next album, 50 Cent
could barely contain his own in- credulity at the power of the dol- lar. “I took quarter-water, sold it in bottles for two bucks,” he rapped. “Coca-Cola came and bought it for billions. What the [expletive]?” ButLightysilentlypocketedhis
15 percent and kept itmoving.
style@washpost.com
From“The Big Payback” byDan Charnas. Reprinted by arrangement withNAL Signet, amember of PenguinGroup (USA) Inc. Copyright© Dan Charnas, 2010.
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Coupon Code:
2173 Coupon c Offermay be used forany itemat regular priceonly.One coupon
CRICUT®&Sliceproducts,special orders,rentals or class fees. Online fabric &trim purchases limited to 10 yds,single cut. CashValue 1/10¢.
Valid Dec. 20 through Dec. 25, 2010 only
per customer per
day.Must present original coupon at time of purchase. Offerisnot valid with anyother coupon,discount or previous purchase. Excludes customframing,customfloral,giftcards,
$ $
S&W QUALITY CANDIED YAMS OR STEWED NO SALT TOMATOES
OZ. 15
CAMPFIRE 10-10.5 OZ. MARSHMALLOWS98¢
98¢ S Z
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