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"We went platinum on the drink alone," grins Jonathan 'Lil Jon' Smith. The Atlanta-based producer and rapper has good reason to be cheerful. An ear for a hit records and a brilliant business brain has earned Lil Jon not only a million dollar-making energy drink called Crunk Juice, but album sales upwards of 4m, Grammy nominations, eight US Top 10 hits, his own record label and a long line in endorsements from Oakley sunglasses to a porn DVD series.
The reason for the sales, accolades and awards is thanks to the ex-radio DJ/ So So Def A&R'S involvement in the new US pop phenomenon crunk. Whether producing for himself as part of Lil Jon & The Eastside Boyz or for ...