Pink Friday rap sensation Nicki Minaj is about to become the new face of Pop – in more ways than one. The 29-year-old rap star is set to earn millions flogging a new drink from Pepsi-Cola called, simply, Pop.
Minaj is, by all accounts, already rolling in it. This year she became the first woman to enter Forbes's annual list of high-rolling rappers, the Hip Hop Cash Kings. Last year she pulled in $6.5m, placing her 15th, ahead of 50 Cent and Rick Ross but far behind Shawn "Jay-Z" Carter. As rap's highest paid star, Mr Beyonce made $37m last year.
Minaj isn't the first rapper to move into the other kind of pop. 50 Cent made a $400m fortune when Coca-Cola bought Glaceau, maker of Formula 50, a grape flavoured drink he had promoted in return for a stake in the company.
Snoop Dogg hit the headlines last year after promoting Colt 45 Blast, an alcoholic energy drink. Colt defended the eternally high rapper telling the New York Times he was a true endorser of the drink and that "it's part of his lifestyle".
Pepsi has been spending some serious cash on star endorsements recently. Its Super Bowl ad this year featured a self-spoofing Sir Elton John as a tyrannical king and boasted a cameo from Public Enemy rapper and giant clock enthusiast Flavor Flav.
The fizzy drink giant has a long history of pop collaborations. Back in 1984 Michael Jackson suffered second degree scalp burns filming the "whole new Pepsi generation" ad for Pepsi.
In 1989 Madonna added another pile to her fortune filming an ad that also promoted her new single, Like a Prayer. The ad got pulled after religious groups threatened a boycott. The Material Girl collected her $5m anyway, and even more publicity.
