Rapper MC Hammer is proof that anyone can become master of his own message. Last month, during a visit with San Quentin’s “Last Mile” group, Hammer explained how he transformed himself from ‘90s punchline to social media mogul and savvy businessman.
“Every man has made mistakes,” Hammer told the men. “Social media is a platform that gives you the opportunity to tell your own story.”
Hammer was speaking from personal experience. He rocketed to fame in the late ‘80s and early ‘90s with hits “U Can’t Touch This” and “2 Legit 2 Quit,” but his reputation quickly imploded when he filed for bankruptcy in 1996. Now, Hammer is a respectable entrepreneur. He’s used social media platforms, including Twitter and Facebook, to take control of his story and reinvent himself in the eyes of the public. As of mid-May, Hammer (@MCHammer) had 2.7 million followers on Twitter.
Hammer’s journey was of interest to the men of the Last Mile, who learn to develop business ideas that utilize new technologies, particularly social media. The men are active on sites like Twitter (@thelastmilesq) and Quora, which they use via free volunteers.
The April meeting kicked off with four powerful pieces of spoken word performed by James “JC” Cavitt. The men then each presented their business ideas, which they have been developing over the past nine months. Hammer listened with interest and offered both advice and business connections – he is involved with dozens of companies as an adviser or an investor. “If I’m in a room,” he explained, “I should be doing business with one out of every four people in the room.”
Hammer’s latest venture is a mixed martial arts (MMA) management company. He also has his hands in dozens of companies as an adviser or investor, including the health and clean energy sectors. “I want to make sure I’m in those spaces,” he said. “They’re not the sexiest of plays, but in the long term, they’re good plays.”
Hammer has always been on the cutting edge. When he was at his rapping peak, monopolies ran the music industry, he said. “I didn’t want BET and MTV deciding who sees my music.” As early as 1992 he was using AOL as a platform for delivering his music.
“By the time we got to Friendster, MySpace, Facebook, Twitter, I had already thought about how to maximize them.” Hammer encouraged the men to continue to use social media to build their brands, not only with the start-ups they hope to create, but also their personal brands. The men will be up against those who will label them as criminals long after they have earned their freedom.
“Don’t relinquish control of your story,” he said. “Tell it how you want it told.”
