Missy Elliott
Capitalising on her love of the Adidas trefoil, Missy Elliott launched her own Respect ME line with the German company in 2004. It supports Break the Cycle, a US domestic violence charity.
Nelly
The rapper got into hot water when he launched his Pimp Juice in 2003. But claims that it fostered negative African-American steroetypes only boosted the drink's sales: over a million cans were sold in the first three months.
Lil Jon
The Atlanta rapper produces respectable wines through his Little Jonathan Winery. 'This is not no ghetto Boone's Farm,' he commented, referring to a wine-like beverage popular in the States. 'This is some real wine.'
Jay-Z
He launched Rocawear, the urban clothing branch of his music empire, in 1999, and took full control in 2006. Earlier this year he sold out to Iconix Brand Group for $204m, but retained a stake in the business.
Kanye West
West has a clothing line in the works but seems more interested in online travel. Kanye Travel Ventures (kanyetravel.com) sells concert tickets and holidays to his fanbase.
