Alicia Keys and Blackberry, Taylor Swift and Diet Coke, Justin Timberlake and Bud Light Platinum. Add Lupe Fiasco to the growing list of artists gaining creative director titles at companies in recent months.
The Chicago-raised rapper, currently climbing the Hot 100 with latest single "Battle Scars," is investing his time and talents in Higi (rhymes with Ziggy), a new health and wellness app.
The app, launched with backing by Wrapports founder Michael Ferro, calculates a Klout-like score (ranging from 4000 to 999) that combines body vitals like blood pressure and weight and gives extra weight to wellness metrics like social interaction and community involvement.
"The dope part about this, other than just being creative director, is adding value to this company because it adds value to the world," he told Billboard over lunch while at SXSW on Saturday.
One particular feature of the app that interested Lupe was a photo tagging feature that allows users to upload images of their meals or their social activity, and the app will be able to identify the relative caloric content of the activity pictured and suggest traditional as well as more light-hearted ways to work it off.
"You could take a picture of this fried chicken, and if it was 60 calories you could take a couple walks around the block, or do 20 minutes of jumping jacks," he says.
Though he’s still touring in support of current album "Food & Liquor II: The Great American Rap Album Pt. 1," released last August, Lupe is already hard at work on his next record, "Tetsuo & Youth," due later this year as well as gearing up for a residency in Vegas on behalf of DJ project Soundclash. But Higi will take priority over his creative projects. "This is like my normal job," he says. "I’m still doing the rapper thing, but I got a legit 9 to 5 now."