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I read an interview awhile back with Jay-Z(?). Anyway, he was talking about hip-hop and the crossover merchandising in fashion, cars, sunglasses, lifestyle, etc.
One thing he mentioned was that they had purchased or heavily invested in the Grey Goose vodka distillery because of the affordability and if they were going to be filmed, photographed or seen using a product they wanted to make sure they made THEIR profit from it. Gave me the impression it was just run of the mill vodka, their endorsement justified the luxury pricetag.
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"Prayer isn't a parachute. It's a compass. It doesn't save you from the storm. It guides you through it." - Bear Grylls
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