Chicago rapper Common recently partnered with computer giant Microsoft, who will be sponsoring his upcoming tour.
According to Adweek Age, the G.O.O.D. Music artist has taken the popular route of many rap moguls like 50 Cent and Jay-Z in hopes of developing a business relationship that will be beneficial on both sides. As the only major competing computer company aside from Apple, Common revealed his motivation for joining forces with the Bill Gates-led brand.
“I know that Microsoft has been around for 20 years, they established themselves in the mid-80s and since then they’ve progressed,” Common told Adweek. Microsoft is classy, it’s a timeless brand, and it means something to the world, internationally, and I felt like that’s the direction of what I want Common to be, to be honest.”
Despite the popularity of Apple’s Mac, the Chi-town rap slinger felt Microsoft’s longevity was reason enough to venture with them, which is leading to an upcoming line of clothing.
“I want to be timeless, I want to be international, and those are the things I feel like I’m working toward now,” he said. “I liked creatively where they wanted to go. Actually Microsoft and I are about to do a line of T-shirts coming out in November. I’m designing them.”
Adding that the company wants “to touch down with the community and they want to touch the world,” Common also emphasized the growing relationships between major corporations and rap artists.
“I think more hip-hop artists became open with more people in corporations when the corporations really started to understand the music and respected the artists,” he added. “Artists realized that we have to make a living too, and if it’s something that’s gonna go well with what I do, then why not do it, ’cause these corporations are making money off it. If I mention something in a rap, they’re making money off it anyway, so why shouldn’t I get a piece of it””
Microsoft is currently sponsoring his nationwide tour with Pharrell‘s rock group N.E.R.D.
In related news, the rapper-turned-actor has recently pushed his upcoming album back to the beginning of next month.
Originally titled Invincible Summer, Common has re-named the highly anticipated LP Universal Mind Control. The disc’s current title track’s single features Pharrell and has been made in to a music video by renowned director Hype Williams.
Universal Mind Control is currently set to hit shelves Tuesday, November 11th via Geffen/G.O.O.D. Music
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