Article: Hip-hop economy: from New York to Nepal, hip-hop has become America's leading cultural export. Across the globe, it's changing how businesses are marketing their products. (Special Report Part 1 of a Series).(Company Profile)

ON A RAIN-SOAKED MARCH AFTERNOON, RAP ARTIST Jay-Z and his partner. Damon Dash are taking care of business. They cruise down the slick Manhattan streets--Jay-Z in his sleek. black Mercedes and Dash in a huge Land Rover with entourage in tow--to their next appointment. This time, they're preparing for what will turn out to be a two-hour photo shoot. Jay-Z inspects more than 15 styles of shoes before selecting the right footwear (he never wears the same pair twice), while Dash, an amateur boxer still pumped up from 12 rounds of sparring, uses his weapons of choice--a two-way pager and cell phone--to keep track of pending business deals.

This is how they roll. In ...

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