Rap artist Fat Joe is effectively "giving back" to the young people in hip hop culture. The rapper has decided to launch a new line of kicks, The Protege "They Sick" which are now available through K-Mart and Sears store chains.
Fat Joe, real name Joseph Cartagena, says that kids these days simply cannot afford to spend such high prices for top of the line sneakers anymore, especially during such "rough" economic times. The rapper had stated that these shoes are designed with the consumers in mind.
This is an excellent example of the "artist-entrepreneur" going out side of the rap music business, creating new ventures in an attempt to create new revenue streams for that artist. Personally, I'm feeling how Fat Joe is approaching this new endeavour. The rapper is focused on his realistic market. Think about it, with superstar rappers (i.e. 50 Cent, Kanye West, etc.) launching top of the line designer shoes for outrageously expensive prices, Fat Joe is focused on the majority of people who are willing to pay affordable prices for good quality shoes.
It all comes at a great time for Fat Joe, only a few months before the release of his ninth studio album, J.O.S.E. 2 (Jealous Ones Still Envy Pt.2). This new venture makes perfect sense for the artist, who is an avid shoe collector himself. It goes without saying, but I'm going to say it anyway - stick to your passions people !
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