Chaka Zulu, who co-founded Disturbing Tha Peace with Ludacris, has agreed to become Vice President of Entertainment and Sports Marketing for Monster Cable Inc.
Zulu is the second high-profile music talent to sign up with Monster this week after Swizz Beatz announced Wednesday that he has become an investor and board member of the privately held San Francisco maker of high-end headphones, speakers and audio cables.
The two hip-hop artists have worked together before in the 1990s. As the music director for WHTA, known locally in Atlanta as “Hot 107.9,” Zulu supported an up-and-coming Swizz Beatz by giving the young hip hop artist air time.
“Chaka was the first person who let me play my records on the radio,” Beatz told Billboard.biz.
Zulu went on to work at Def Jam as head of DJ mix shows and street team promotional efforts in 1998 before moving to Sony in 1999 to head up Columbia Records’ rap radio and street team promotion. In 2000, Zulu and Ludacris founded Disturbing Tha Peace, which has a record label joint venture with Universal Music Group and a publishing enterprise with Sony/ATV.
In addition to being Ludacris’ manager, Zulu has worked with Nas, 50 Cents, Jay-Z, Ja Rule, Bobby Valentino and numerous others over theyears to promote their work.
Now, Zulu’s job is to herd the celebrity cats that have signed up to promote Monster, including Beatz, Sheila E, Nick Cannon and Xzibit.
“He gets along with people,” Beatz said of Zulu. “With a brand like Monster, it’s important to embrace the people.”
Zulu said his new job at Monster will involve doing the same type of work he already does – identifying and working with talent.
“I see myself as the glue, as the person who hooks each person to our overall brand goal,” Zulu said. “Our goal is to culturally connect with people.”