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6/16/2005 Rick Edwards VP/Director of Marketing for Makaveli Branded Today's hip hop artists are undeniable role models and sizeable influences on society as a whole, breaking down color barriers, religions and geographic regions with the whisp of a lyric, hypnotic beat or an artists presence in the marketplace. Arguably, one of the most influential rappers/ icons of our time, TUPAC SHAKUR, continues to lead this movement through his fashionable clothing label MAKAVELI BRANDED. It seems trendy right? Hot rapper, hot clothing line. Well, unless you have been hiding under a rock for the last 15 years, you know that Pac never followed a trend, he created them. One person who was extremely involved in the initial launch, the continued support and success of the clothing line as well as a believer in the legacy of Tupac is Rick Edwards, VP/ Director of Marketing for Makaveli Branded. Give us a brief job description of what it is you do as VP/DIRECTOR of Marketing for Makaveli Branded. I handle all the marketing, promotions, pr, and advertising for the brand. I place ads, coordinate special events, handle the product placement, set up advertising campaigns, handle sponsorship requests, oversee the website & internet marketing, coordinate trade shows, and handle anything else that needs to be done. How did you get into the fashion world and what were you doing prior to your current position? My first break into the fashion world was with Willie Esco. Prior to my current position, I also was in the business of event promotions and into music production. What brought you to MAKAVELI BRANDED? I was part of the initial team that started MAKAVELI BRANDED. I am a fan of Tupac Shakur and thought the brand would be a great avenue to continue Tupac's Legacy. How involved in the day-to-day business operations is Tupac's mother, Afeni Shakur? Ms. Shakur approves the design of each garment in the MAKAVELI BRANDED collection. I understand a part of the proceeds go to a special fund. Yes, a part of the proceeds go to the Tupac Amaru Shakur Foundation. Check out the website www.tasf.org. The doors to the TASF School of the Arts are scheduled for June 11th, 2005 in Stone Mountain, GA. Every brand strives to obtain a presence and visualize a purpose, what is yours and how do you project the message to your target market? The purpose of MAKAVELI BRANDED is to continue Tupac's legacy. The brand is another opportunity to keep Tupac's messages and movement relevant in today's society and to affect the future. The brand utilizes his poetry, music, and words to project this message. Tupac Shakur and MAKAVELI BRANDED are for the people. The brand caters to people of all social/economic status, people of every race, men and women, boys and girls. When launching your marketing campaigns, who are some of the individuals you reached out to that you though represented the brand and would be influential in getting this message out to public? I reached out to Chaka Zulu, Ludacris, and the entire DTP family. I reached out to Scarface, Twista, Omar Epps, Dead Prez, Trick Daddy, Game, E 40 and many others. With many 'corporate' people uncertain or confused about Tupac's lyrics, actions and motives, how did the traditionally less 'urban' retailers initially receive the line when approached with the collection? The brand didn't seem to be an issue with retailers. The movie Resurrection and the many different musical projects seemed to help corporate America understand Tupac's influence and iconic status. Where can consumers find Makaveli Branded in today's market place? MAKAVELI BRANDED is in retailers nationwide and internationally. The line can be found in Specialty Stores, Department Stores, and Larger Chain stores as well. The line is available in Japan, France, Germany, Canada, Korea, Europe, and other international territories worldwide. I understand you also have a production company called THE STUDIO BEATZ as well, who are some of the artists you are currently working with? Yes, we are currently doing tracks for Crooked I, Dylan Dilinjah (Da Band), Spit Fiya, and some other up and coming artists that are FIRE! I also manage and work with an artist Benny Cassette. I am excited about Benny Cassette because he is incredibly talented; his music is a fusion of hip hop, alternative, soul, and pop. He recently got out his release from Island/Def Jam and we are currently exploring a new deal and a new label. Benny Cassette is also self produced and has produced songs and worked with DMX, Ghost face, Nappy Roots, Kelis, and Timbaland. What's on Rick Edwards agenda in near future and what can we see happening at Makaveli Branded that the people need to know about? My agenda is to continue to keep God first and work hard. I will continue my efforts to brand THE STUDIO BEATZ, BENNY CASSETTE, and "The Ambassador of Urban Soul" Steve Wallace. At MAKAVELI BRANDED, we will be shooting our fall ad campaign shortly, doing different events nationally, and also working hard to brand our MAKAVELI Women's division, MAKAVELI Juniors division, MAKAVELI Boys division, and MAKAVELI Girls division. For more information please check out the website www.makaveli-branded.com. I would like to thank all the people worldwide that support MAKAVELI BRANDED. I also would like to thank J Hatch & Connex List for providing the opportunity and supporting the brand. For more info on THE STUDIO BEATZ or Benny Cassette email Rick Edwards @ rick@thaevents.com

Written by J Hatch

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