LL Cool J in Talks to Rep Chapstick

By: Yves Erwin Salomon

Rapper and actor LL Cool J is in negotiations to represent popular lip balm brand, Chapstick, according to Brand Week. The rapper is also in talks with several vitamin supplement companies to capitalize on his popularity in the fitness/training market, since his book LL Cool J's Platinum Body hit stores in Dec. 2006.

The new endorsement direction for LL Cool J was initiated by his management company, Violator Management. CEO Chris Lighty said, "It's an obvious fit. LL has been licking his lips for 20 years. They'll get to speak to people who normally would not pick up Chapstick."

Violator's other client, 50 Cent, is also very busy. He owns a piece of Glaceau and he's in talks to star in the company's first national ad campaign. Following the success of his Formula 50 Vitamin Water, the rapper will be introducing a new energy drink this year.

LL Cool J is currently putting the finishing touches on his new album, Exit 13, which will be executive produced by 50 Cent. The set is due out in May. The G-Unit general will release his new album, Before I Self Destruct, in June.