Having come of age in the era of The Beatles and Stones I've yet to hear a rap song I even like, no less considered brilliant. Rap is my least favorite genre of music, but reasonable minds can differ! I simply fail to see the synergy in this deal between the players and brands. OTOH I've implored Tim Cook to think outside the box, and this deal certainly qualifies. My suspicion is the deal is "a beard" for a hidden aspect not readily apparently to the media or public.