Superproducer Swizz Beatz has unveiled a custom model for Lotus in his first project since he was appointed vice president of creative design at the luxury car company in August (11).
The beatmaker, real name Kasseem Dean, used his artistic touch to help create the special-edition Evora Gte, which features a chrome, ruby red paint job and various upgrades and accents.
Beatz unveiled the speedy sports car during a star-studded party with wife Alicia Keys, hip-hop mogul Russell Simmons and rapper pal T.I. in New York last week (30Nov11).
During the event, Lotus Ceo Danny Bahar also promoted the hitmaker to a key role in the firm's global marketing division.
Speaking about the new partnership, Bahar tells Forbes magazine, "Swizz is almost trying to do something never done before in the car industry, which is traditionally a boring, not a very courageous industry."
The business savvy star has already shown his design credentials with his own watch collection for Audemars Piguet and as creative director at sneaker brand Reebok Classics.