It’s not enough to be a rapper these days. Endorsements are now big business for Hip Hop artists and help supplement lost revenue during the COVID-19 pandemic. Not long after Fat Joe partnered with White Castle and Big Boi became the face of Realtor.com,Eminem has linked with Peloton for a special, one night only live boxing class on Friday (January 28).
Fitness enthusiasts will be able to try their hands at Peloton’s inaugural live boxing event with Eminem, a first for the diamond-selling MC. Eminem’s longtime manager Paul Rosenberg re-tweeted Peloton’s announcement, which read, “On Jan. 28, we’re making history! Step in for 3 rounds of LIVE back-to-back boxing classes. And for the first time ever, throw down to Eminem. All. Night. Long. It’s all going down on the Peloton App, starting at 6 PM ET.”
Speaking to HipHopDXearlier this month, Fat Joe explained why corporations even hiring Hip Hop artists to represent their brand is significant in itself.
“There was a time when brands didn’t want to associate with Hip Hop culture, so it will always be important and we’ve come a long way,” he said. “Hip Hop sets the trend today, so the brands and the endorsements are gravitating to our culture. It’s beautiful to watch, especially in the food industry when you’re seeing myself, Jack Harlow [KFC], Megan Thee Stallion [Popeye’s] and other rappers team up with different chains.”
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Ice-T Explains How Body Count's 'Cop Killer' Almost Killed His Endorsement Hustle
Meanwhile, Ice-T thought there was no way companies such as GEICO, Tide or CarShield would ever link up with the “Cop Killer” artist. But to his surprise, he’s been able to star in commercials for all three.
“It was difficult because I’m the cop killer,” he told DX last July. “Everybody in the mainstream was like, ‘They won’t fuck with you because you’re too taboo.’ And I was like, ‘Right.’ And then Snoop started knocking down walls. That’s my brother. So Snoop was going through doors and I’m like, ‘Look, Snoop’s making it through these doors, let’s try.’
“So the first big one I got was the GEICO commercial with the lemonade. The advertising world was watching and there was no blowback. From there, I did RXBARs, CarShield. You see, people don’t understand but if you look at Shaq, like the one he does for The General, that could be eight to $10 million a year. The numbers aren’t bullshit. You know that bitch Flo from Progressive? Trust me, she lives in a mansion. Flo is caked out.”
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While Eminem may already be “caked out,” his latest endeavor surely is padding his pockets. Check out the full schedule below.
Friday (January 28)
6 p.m. ET LIVE / NYC (6:00PM local time) / 30 Minute Eminem Shadowboxing with Rad Lopez
7 p.m. ET LIVE / Chicago (6:00PM local time) / 30 Minute Eminem Shadowboxing with Selena Samuela
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9 p.m. ET LIVE / LA (6:00PM local time) / 30 Minute Eminem Shadowboxing with Kendall Toole
Saturday (January 29)
20 Minute Eminem Core Strength with Robin Arzón at 10 a.m. EST
Sunday (January 30)
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45 Minute Eminem “Thunder 45” Tread Bootcamp with Adrian Williams at 10 a.m. EST
30 Minute Eminem Ride with Denis Morton at 12 p.m. EST
30 Minute Eminem Ride with Cliff Dwenger at 2 p.m. EST (in German)
Monday (January 31)
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45 Minute Eminem Bike Bootcamp with Jess Sims at 12 p.m. EST
