Behind the Scenes with Ludacris and Tag

“I don’t know why he chose this purple bottle,” he finally says, shaking his head. “But no, I’m joking. Maybe one day I’ll get an endorsement from Tag … my bottle will be blue, though.”

As the newest affiliate of Luda’s Disturbing tha Peace label, the popular DJ, along with Lil Scrappy, Playaz Circle and DTP president, Chaka Zulu, were all on set to support the star rapper-actor-business mogul’s latest campaign.

The new “Signature Series” is a line of celebrity scents that also features Carmelo Anthony and Rob Drydek.  Luda’s scent, titled, “Get Yours” hits stores at the end of July and signals yet another powerhouse move for one of hip-hop’s most beloved sons.

“Why did I choose this particular color?” Luda says later with a laugh when Cannon’s comments are brought up, “because this color is the color of kings.”

Since he entered the game in the late ‘90s as a radio host on popular hip-hop station in Atlanta, he’s understood the importance of branding.

“Ludacris is only one side of the Chris Bridges brand,” he explains. “I feel like I’m multifaceted and I just like to soak up everything that’s going on business wise in hip-hop music and abroad. I’m an entrepre-negro for God’s sake!”

Four hours into the shoot, Luda shows no signs of weariness. He flexes for the cameras, showing off his tattoos during one look and in the next, displays his business acumen in a fitted black suit that makes him look more like a hip Wall Street lawyer than a Grammy-winning rap star. He says his new Tag endorsement is just an extension of the brand that he continues to build.

“We’re going do some real damage,” he says with a grin. “We’re going to let everyone know how important personal hygiene really is because in order to feel good about yourself, you have to smell good.” –jacinta howard