Lotus and Swizz Beatz made a splashy showing at the IAC Building in Manhattan last week, celebrating the Swizz Beatz edition of a sparkling chrome-colored Lotus Evora GTE. Carmelo Anthony, Russell Simmons and Swizz's wife Alicia Key attended the invitation only event at the Frank Gehry designed space. Swizz Beatz played master of ceremonies, bringing out TI to perform a short set for the crowd.
Before the party, I sat down with Lotus CEO Dany Behar and Swizz Beatz to get a sense of what this partnership is really all about. It was clear, that two have worked closely together, and share a sense camaraderie and mutual respect. They even giggle conspiratorially and finish each other’s sentences. "My goal is to become the renaissance man for my generation,” says Swizz Beatz of his many pursuits. "I like that,” says Behar. "Renaissance man for my generation.”
Swizz on His Real Full Time Gig: My fulltime gig is just being a creative mind. Everything fits into the puzzle of creativity and art. This is an exhibit. This is our first one-man show even thought there’s many partners in this one man show. It’s just about finding partnerships that are ready to take the risk, no matter my musical background, but my creative background as well, coming from Christian Louboutin, Reebok and changing of the whole scope of Reebok in less than 8 months, raising it 30 percent. Hasbro, tapping into the kids market as well.
Dany Behar on Swizz Beatz: Swizz is almost trying to do something never done before in the car industry, which is traditionally a boring, not a very courageous industry.