News: Swizz Beatz Steps Up His Whip Game, Drives Into Sports Car Company Position

Tuesday, Aug 16, 2011 3:55PM

Written by Cyrus Langhorne

Producer Swizz Beatz has reportedly landed the title of Vice President of Creative Design and Global Marketing for luxury vehicle company Lotus.

While details are still arising, Swizzy's appointment has started making headlines.

"Chillen in my beemer, listenin to Ether." Well, Swizz Beats won't be singing those lyrics anymore. Lotus has appointed American rapper and producer Swizz Beatz (Kasseem Daoud Dean) as Vice President of Creative Design and Global Marketing, this afternoon. While Swizz Beatz has a broad creative background, having a portfolio that includes music producer, rapper, designer and painter, he's also an avid car collector, owning a Spyker C8 and a Ferrari Enzo. Lotus has likely appointed Swizz to this position as a strategic move, that is clearly targeting buyers from a different demographic (to put it mildly). (AutoGuide)

Swizzy has already confirmed his new position at Lotus.

"The key is to infiltrate the market in a cool way," said Swizzy in a clip of his first day on the job. His business philosophy centers on the idea that the key to success is for "things to happen organically." Which isn't to say that Lotus is about to go into the woods and find their zen spirit animal. "They want flash," Beatz continued - and flash is something this track slinger is definitely familiar with. (Crave Online)

The car company is most known for offering consumers sports vehicles.

Lotus Cars is a British manufacturer of sports and racing cars based at the former site of RAF Hethel, a World War II airfield in Norfolk. The company designs and builds race and production automobiles of light weight and fine handling characteristics. Lotus is owned by Proton who took over after the bankruptcy of former owner Romano Artioli in 1994. (Wikipedia)

Earlier this summer, Swizzy talked to SOHH about cross promoting Reebok with his music.

"It's hard to keep it separate," Beatz told SOHH when asked about balancing music and his new Reebok business venture as the company's Creative Director. "Especially when the main theme song behind the Go Global campaign is 'International Party.' It's something we shot a video for, a campaign for, so it's kind of hard to keep them separated when we have such a great partnership and such a great understanding. The brand is not going to exploit my brand or my music. It's more of a joint venture on a real level and even in every day living. It's not like I'm saying [my Reebok line], 'Kamikaze, Kamikaze, Kamikaze' all in people's faces. It's fun and I like being a part of the underdogs, that's what I came up in." (SOHH)

Check out a review of a Lotus sports vehicle down below:

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