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Ja Rule Is 'Livin It Up' While Continuing To Grow His Brand

Ja Rule was a big-time rap star in the early 2000s with hits like Put it on Me, New York and Clap Back. But the Livin It Up artist properly matured and adapted to this new age hip-hop era.

Ja Rule

According to Black Enterprise, the Murder Inc. rapper has several ventures lined up; the ICONN Live app, the Vibes concert series and Rose Vine Cellars.

Ja Rule, 47, came to grips that he is getting up and age, saying that folks in hip hop at that age should be doing the same thing.

"This is what you should be doing in music as a 47-year-old," Ja Rule said to the Black Enterprise. "Pushing the culture forward and creating new avenues for new artists to showcase their talents. That's important as you get older. I just love being in a creative space with music and entertainment, period. With ICONN Live, I get to be creative in a whole different way."

Ja Rule said he will create original content such as the VIBES Concert Series. He will also shoot his first Laughin' It Up, which is his ode to Def Comedy Jam. Folks can expect to see new comedians and likely new careers take off under that platform.

The Queens native already collaborated with the likes of KRS-One and Musiq Soulchild for the VIBES Concert Series, but one can expect more. Ja Rule said he would love to work with other legends in the game.

"Vibes is all about music legends performing their classic albums," Ja Rule said. "There are so many artists who have those true classics that I want to bring on for this. The thought process behind it is truly 'what do the people want?' What are those classic bodies of work that people don’t get to see their favorite artists perform usually. I’d love to get Lauryn Hill to do [The] Miseducation [of Lauryn Hill]. Or have Snoop do Doggy Style and have Nelly do Country Grammar."

He said he would love to extend into the R&B realm and work with the likes of Mary J. Blige.

One of New York's best rappers is also knee-deep in the Rose Vine Cellars. He said he got into it because he loves wine.

"Honestly, I love wine," Ja Rule said. "I'm really a big white wine drinker and had been trying to find a red wine that I really like but was having a hard time. So, I decided to make my own."

Ja Rule then partnered with Wines that Rock and winemaker Ross Reedy, who gave Ja Rule a batch of wine to start with.

"My red is very popular right now, to say the least," Ja Rule said. "I'm beating out all of my competitors, in my humble opinion, in taste and in actual alcohol value. We have 15.4% alcohol volume; most Cabernets are maybe 12%."

Folks can purchase Red Rose at He said he has White Rose coming, too, as well as Pink Rose.

"My Concrete Rose is my tequila. If you're into that agave, I got you covered," Ja Rule said.

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