Three kings

Rapers often sing about money, and the money sticks to hip hop. But it was not always so. “Three Kings” is the story of the ascent of the richest representatives of the genre-Dr. Dre, Diddy and Jay-Zi-to world glory and the status of business geniuses. In their track records of S. Carter sneakers, Beats headphones, Ciro vodka, Revolt TV channel - it seems as if these three are able to turn any idea into gold. However, in their lives there were failures, wars, and inevitable losses - their intuition and methods forged literally on the streets at a time when rap was a marginal and dangerous phenomenon, and not the universal language of the planet. The American journalist and author of Forbes Zach O"Amall Greenberg reveals through biographies, the cultural and economic history of hip-hop: from painted metro wagons and the first attempts to read out to platinum discs and multimillion-dollar advertising contracts