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Hot! Ice Cube’s partnership with Coors Light and other hip-hop business deals

In 2011, Ice Cube signed an endorsement deal with Coors Light. Along with appearing in ads, Ice Cube also plays an intricate role in the “Search for the Coldest” tour. The tour travels to several major cities in a talent search for the next up-and-coming rappers. The emcees compete for a chance to earn $20,000.

Ice Cube, Bun B and DJ Drama serve as judges. Along with the new talent showcase, the tour also features performances by Juicy J, Big Sean and other established rap acts.

The tour’s semifinal will take place on July 18 in Atlanta and the finale will take place in New York on Aug. 1.

Ice Cube’s deal with Coors Light represents a trend of hip-hop stars endorsing products for major corporations.

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