That deal was the most fucked-up deal that I’ve ever seen or heard of,” says Michael Berrin, better known as MC Serch of 3rd Bass,

from Zack O'Malley Greenburg (Ft. MC Serch) – Who Killed the Jay-Z Jeep? on Rap Genius

Meaning

When I first got to Detroit I told my wife that I wanted to get into the car business since I loved cars and knew a lot about marketing. I could tell from the door that the car business had a lot of “WHITE THINKING”. My neighbor was a big marketing guy at GM and when I told him an idea about using rappers for Chevy cars he was quick to tell me that the only money spent on the urban community was for Cadillacs. I thought he was joking when I first heard that but then quickly realized he was not. I thought I had broken through the glass ceiling when I set up the Jay Z deal but found out quick that if you have an idea for one company and they accept it and then refuse it you can’t go anywhere else with it. Meaning that either one company follows through from the door and if they don’t, well, too bad. I can understand that from a design perspective but not from marketing. The car business is ass backwards. I will never look to do a deal with the automotive business ever again.

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