Kanye West is set to follow in the footsteps of 50 Cent by launching his own energy drink.
After putting his new Nike Yeezy sneakers on the streets of America earlier this month (Apr09), West is expanding his empire into branded beverages and fragrances.
His new energy drink, a collaboration with GURU Beverages Inc., will be "inspired by his own personal artistic vision", according to a release about the new venture.
The drink is expected to hit stores later this year (09) - and West is set to receive a big slice of the profits as an equity partner in the U.S. firm.
The deal has been likened to the agreement chart rival 50 Cent has with Coca-Cola executives, who market his Formula 50 drink via their Vitamin Water brand. Coca-Cola acquired Vitamin Water from Glaceau in 2007 - netting the In Da Club star a reported $100 million (£68.5 million).
As WENN announced earlier this week (beg06Apr09), West is also part of a deal that will see branded perfumes and colognes from himself, Jay-Z and Rihanna.