Swizz Beats is married to Alicia Keys. Together, they have a son named Egypt, which we like to think was a nod to Mercyful Fate. After all, Swizz hasn’t let himself be pigeonholed in the hip-hop producer role in which he first rose to prominence (see DMX’s “Ruff Ryders’ Anthem”): He’s also a solo artist and a painter/designer. We suppose his multidisciplinary interests appealed to Lotus CEO Dany Bahar, as Mr. Beatz just been appointed the company’s Vice President of Global Design and Creative Marketing.
We assume that Bahar’s plan is to trade on the erstwhile Kasseem Daoud Dean’s street cred to pry the urban elite out of their be-blinged Lambos and into some Lotus product, part of Bahar’s increasingly strange plan to move the maker of extra-leggera oddball sports cars further upmarket. Meanwhile, we’re figuring out how to get an Eclat’s independent suspension to work with a set of 26-inch Lexanis. A little help over here, Dany?
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