Rapper Kanye West is expanding his empire into branded beverages and fragrances.
West will have his own energy drink through a collaboration with GURU Beverages Inc., a maker and distributor of organic and natural drinks. West will be involved in the entire development process of a new beverage “inspired by his own personal artistic vision,” the company announced yesterday (April 8). The new drink is expected to launch later this year. As part of the deal, West is now an equity partner in the company.
“I express myself through music, fashion, art and design and that’s why I am excited to collaborate with GURU; because the brand values what I value, and I can put what inspires me into this new product,” West said in a statement.
West is also part of a deal that will see branded perfumes and colognes from Jay-Z, Rihanna, and West himself. Parlux Fragrances, Inc., announced Tuesday (April 7) that it has signed an agreement with Iconic Fragrances LLC, Jay-Z’s own licensing company. The agreement allows for royalties, profit sharing, and stock options for West and the others.