Easy 2 me: Feel My Power
Together, the companies had more than 100 employees. Recording singles and selling them out of the trunk of his car, he marketed himself relentlessly. Coupled with his dance abilities, Hammer's style was unique at the time.
Now billing himself as "M.C. Hammer", he recorded his debut album, Feel My Power, which was produced between 1986–1987 and released independently in 1987 on his Oaktown Records label (Bustin'). It was produced by Felton Pilate (of Con Funk Shun), and sold over 60,000 copies. In the spring of 1988, a DJ played the track "Let's Get It Started" — a song in which he declared he was "...second to none, from Doug E. Fresh, LL Cool J, or DJ Run" — after which the track began to gain popularity in clubs. (He would continue to call out other East Coast rappers in future projects as well.)
Hammer also released a single called "Ring 'Em", and largely on the strength of tireless street marketing by Hammer and his wife, it achieved considerable popularity at dance clubs in the San Francisco Bay Area. Heartened by his rising prospects, Hammer launched into seven-day-a-week rehearsals with the growing troupe of dancers, musicians, and backup vocalists he had hired. It was Hammer's stage show, and his infectious stage presence, that led to his big break in 1988 while performing in an Oakland club. There he impressed a record executive who "didn't know who he was, but knew he was somebody", as was quoted as saying in the New Rolling Stone Encyclopedia of Rock & Roll.
M.C. had received several offers from major record labels before (which he initially declined due to his personal success), but after the successful release of this independent album and elaborate live dance show amazed the Capitol Records executive, Hammer agreed to sign a record deal soon after. Hammer took home a US$1,750,000 advance and a multi-album contract, which did not take long for Capitol to recoup its investment.
Let's Get It Started (1988)
Easy 2 me: Let's Get It Started (album)
Once signed to Capitol Records, Hammer re-issued his first record (a revised version of Feel My Power) with additional tracks added and sold over 2 million copies. "Pump It Up", "Turn This Mutha Out", "Let's Get It Started" and "They Put Me in the Mix" were the most popular singles from this album which all charted. But not quite satisfied with this first multi-platinum success, Hammer's music underwent a metamorphosis, shifting from the standard rap format in his upcoming album. "I decided the next album would be more musical," he says. Purists chastised him for being more dancer than rapper. Sitting in a leopard-print bodysuit before a concert, he defended his style: "People were ready for something different from the traditional rap style. The fact that the record has reached this level indicates the genre is growing."
M.C. Hammer was very good friends with Arsenio Hall, as well as a then-unknown teen named Robert Van Winkle (aka Vanilla Ice) - despite later rumors that there was a "beef" between the two rappers which was addressed during the height of their careers on Hall's show - who he would later reunite with in a 2009 concert in Salt Lake City, Utah. Therefore, Hammer was first invited to perform the song "U Can't Touch This", prior to its release, on The Arsenio Hall Show in 1989. He also performed "Please Hammer, Don't Hurt 'Em", a song that didn't make it on his upcoming album, but did appear in the same-titled movie.
Hammer used some of the proceeds from this album to install a rolling recording studio in the back of his tour bus, where he recorded much of his sophomore effort.
Please Hammer, Don't Hurt 'Em (1990)
Easy 2 me: Please Hammer, Don't Hurt 'Em
Notorious for dissing rappers in his previous recordings, Hammer appropriately titled his third album (and second major-label release) Please Hammer, Don't Hurt 'Em, which was released February 12, 1990 (with an original release date of January 1, 1990). It included the successful single "U Can't Touch This" (which sampled Rick James' "Super Freak"). It was produced, recorded, and mixed by Felton Pilate and James Earley on a modified tour bus (while on tour) in 1989. Despite heavy airplay and a #27 chart debut, "U Can't Touch This" stopped at #8 on the Billboard Hot 100 chart because it was released only as a twelve-inch single. However, the album was a #1 success for 21 weeks, due primarily to this single, the first time ever for a rap recording on the pop charts. The song has been and continues to be used in many filmmaking and television shows to date, and appears on soundtrack/compilation albums as well.
Follow-up successes included "Have You Seen Her" (a cover of the Chi-Lites) and "Pray" (a beat sampled from Prince's "When Doves Cry" and Faith No More's "We Care a Lot"), which was his biggest hit in the US, peaking at #2. "Pray" was also a major UK success, peaking at #8. The album went on to become the first hip-hop album to earn diamond status, selling more than 18 million units to date. During 1990, Hammer toured extensively in Europe which included a sold-out concert at the National Exhibition Centre in Birmingham. With the sponsorship of PepsiCo, PepsiCo International CEO Christopher A. Sinclair went on tour with him during 1991.
The album was notable for sampling other high-profile artists and gave some of these artists a new fanbase. "Dancin' Machine" sampled The Jackson 5, "Help the Children" (also the name of an outreach foundation Hammer started) interpolates Marvin Gaye's "Mercy Mercy Me (The Ecology)", and "She's Soft and Wet" also sampled Prince's "Soft and Wet". All of these songs proved to be successful on radio and video television, with "U Can't Touch This," "Pray" (most successful), "Have You Seen Her," "Here Comes the Hammer," and "Yo!! Sweetness" (UK only) all charting. The album increased the popularity of hip-hop music. It remains the genre's all-time best-selling album.
At the same time, he also appeared in The West Coast Rap All-Stars posse cut "We're All in the Same Gang." Music videos from this album and the previous albums began to receive much airplay on MTV and VH1. A movie also accompanied the album and was produced at this same time called "Please Hammer, Don't Hurt 'Em: The Movie" along with music videos included within the movie.
A critical backlash began over the repetitive nature of his lyrics, his clean-cut image, and his perceived over-reliance on sampling others' entire hooks for the basis of his singles—criticisms also directed to his contemporary, Vanilla Ice. He was mocked in music videos by 3rd Bass, The D.O.C., DJ Debranz, and Ice Cube. Oakland hip-hop group Digital Underground mocked him in the CD insert of its Sex Packets album when placing his picture in with the other members and referring to him as an unknown derelict. In fact, LL Cool J mocked him in "To tha Break of Dawn," a track on his Mama Said Knock You Out album, calling Hammer an "amateur, swinging a Hammer from a bodybag his pants," and saying, "My old gym teacher ain't supposed to rap." (LL Cool J would later compliment and commend Hammer's abilities/talents on VH-1's 100 Greatest Songs of Hip Hop, which aired in 2008). However, Ice-T came to his defense on his 1991 album O.G. Original Gangster: "A special shout out to my man M.C. Hammer: a lot of people dis you, man, but they just jealous." Ice-T later explained that he had nothing against people who were pop-rap from the start, as Hammer had been, but only against emcees who switch from being hardcore or dirty to being pop-rap so that they can sell more records.
Despite the criticisms, Hammer's career continued to be highly successful including tours in Asia, Europe, Australia, and Russia. Soon after, M.C. Hammer Mattel dolls, lunchboxes, and other merchandise were marketed. He was also given his own Saturday morning cartoon, called Hammerman, which he hosted and voiced.
Too Legit to Quit (1991)
Easy 2 me : Too Legit to Quit
After publicly dropping the "M.C." from his stage name, Hammer released Too Legit to Quit (also produced by Felton Pilate) in 1991. Hammer answered his critics within certain songs from the album. Sales were strong (over five million copies), with the title track being the biggest hit single from this record. The album peaked in the Top 5 of the Billboard 200. Another hit came soon after, with "Addams Groove" (which appeared on both The Addams Family motion picture soundtrack and the vinyl and cassette versions of 2 Legit 2 Quit), reaching #7 in the U.S. and #4 in the UK. His video for the song appeared after the movie.
Hammer set out on a tour for this album, but the stage show had become as lavish as his lifestyle; loaded with singers, dancers, and backup musicians, the supporting concert tour was too expensive for the album's sales to finance, and it was canceled partway through. In 1992, Boyz II Men joined Hammer's high-profile 2 Legit 2 Quit tour as an opening act. While traveling the country, their tour manager Khalil Roundtree was murdered in Chicago, and the group's future performances of "It's So Hard to Say Goodbye to Yesterday" were dedicated to him. As a result of this unfortunate experience, the song would help advance their success.
Music videos were produced for all four singles released from this album (including "Do Not Pass Me By" and "This Is The Way We Roll"), all which charted. The "2 Legit 2 Quit" video featured many celebrity appearances. It's been ranked as one of the most expensive videos ever made. The hand motions used within the song and video also became very popular. The song proved to be successful in the U.S., peaking at the Top 10 of the Billboard Hot 100, at #5. Despite the album's multi-platinum certification, the sales were one-third of Please Hammer, Don't Hurt 'Em.
At the end of the "Too Legit to Quit" video, after James Brown enlists Hammer to get the famous glove of Michael Jackson, a silver-white sequined glove is shown on the hand of a Michael Jackson look-alike doing the "2 Legit 2 Quit" hand gesture.[81] In a related story, M.C. Hammer appeared on The Wendy Williams Show (July 27, 2009) and talked about his hit reality show Hammertime on A&E, his marriage, his role as a dad and the reasons he eventually went bankrupt. He told an amusing story about a phone call he received from "M.J.", regarding the portion of the "2 Legit 2 Quit" video that included a fake Michael Jackson, giving his approval and inclusion of it. He explained how Michael had seen the video and liked it, and both expressed they were a fan of each others.[82] Hammer and Jackson would later appear, speak and/or perform at the funeral service for James Brown in 2006.
Prior to Hammer's next album (The Funky Headhunter), rumors from critics and fans began claiming Hammer had quit the music/entertainment business and had suffered a financial downfall (since a couple of years pass in between the two records), which Hammer denied at the time.
New venture (Oaktown/Giant)
Hammer claimed rumors falsely heralded his downfall, probably as a result of the fact he turned over his "trimmed-down" Bust It Records to his brother and manager Louis Burrell, and his horse-racing interests to his brother Chris and his father, Louis Burrell Sr. In the meantime, Hammer, a big sports fan, launched a new enterprise, Roll Wit It Entertainment & Sports Management (which released DRS' two-million-selling "Gangsta Lean") and had clients such as Evander Holyfield, Deion Sanders and Reggie Brooks. During the hiatus between albums, Hammer consequently signed a multimillion-dollar deal with a new record company. He said there were a lot of bidders, but "not too many of them could afford Hammer".
Therefore, Hammer parted ways with Pilate, and switched record labels to Giant Records, taking his Oaktown label with him. Hammer was later sued by Felton Pilate (who had worked with the successful vocal group Con Funk Shun) and by several of his former backers, and faced charges that performance troupe members endured an abusive, militaristic atmosphere. By this time, he also parted ways with his only female executive, Linda Lou McCall, a songwriter and music industry consultant specializing in entertainment marketing, street promotion, and creative development (having worked with Con Funk Shun and The Delfonics previously and artists such as Notorious B.I.G and Eminem afterwards) who signed Keith Martin as a backup musician and vocalist for Hammer.
With a new home, a new daughter, a new record, and a new business, Hammer claimed he was happy and far from being broke during a tour of his mansion for Ebony. "Today there is a more aggressive Hammer, because the '90s require you to be more aggressive", he said of his music. "There is a harder edge, but I'm no gangsta. Hammer in the '90s is on the offense, on the move, on the attack. And it's all good".
The Funky Headhunter (1994)
Easy 2 me: The Funky Headhunter
In 1993, Hammer began recording his fifth official album. To adapt to the changing landscape of hip-hop, this album was a more aggressive sounding album entitled The Funky Headhunter. He co-produced this record with funky rapper and producer, Stefan Adamek. While Hammer's appearance changed to keep up with the gangsta rap audience, his lyrics still remained honest and somewhat clean with minor cursing. Yet, as with previous records, Hammer would continue to call out and disrespect other rappers on this album. As with some earlier songs such as "Crime Story" (from the album Please Hammer, Don't Hurt 'Em), the content and reality about "street life" remained somewhat the same, but the sound was different, resulting in Hammer losing favor with fans. Nonetheless, this harder-edged, more aggressive record went gold, but failed to win him a new audience among hardcore hip-hop fans.
In another appearance on The Arsenio Hall Show during the mid-1990s, Hammer debuted the video for "Pumps and a Bump". Talk show host Arsenio Hall said to M.C. Hammer, "Women in the audience want to know, what's in your speedos in the 'Pumps and a Bump' video?" A clip from the video was then shown, to much approval from the audience. Hammer didn't give a direct answer, but instead laughed. Arsenio then said, "I guess that's why they call you 'Hammer.' It ain't got nothin' to do with Hank Aaron."
The accompanying video to the album's first single, "Pumps and a Bump", was banned from heavy rotation on MTV with censors claiming that the depiction of Hammer in Speedos (and with what appeared to be an erection) was too graphic. This led to an alternative video being filmed (with Hammer fully clothed) that was directed by Bay Area native Craig S. Brooks, who also helmed the video of rap group DRS' only hit single "Gangsta Lean".
"It's All Good" was the second single released, which would become a pop culture phrase as a result of its success. It was also the most successful song by this title.
Within this album, Hammer disses rappers such as A Tribe Called Quest (Q-Tip), Redman and Run DMC for previous attacks they made against him on wax. This quite possibly led to a decrease in his popularity after this comeback record responded to his critics.
On December 26, 1994, Deion Sanders released Prime Time, a rap album on Bust It Records (Hammer's label) that featured the minor hit "Must Be The Money". "Prime Time Keeps on Tickin'" was also released as a single. Sanders, a friend of Hammer's, had previously appeared in his "Too Legit to Quit" music video, and his alter-ego "Prime Time" is also used in Hammer's "Pumps and a Bump" video.
The song "Help Lord (Won't You Come)" appeared in Kingdom Come.
This album peaked at number two on the R&B charts and remained in the Top 30 midway through the year. To date, it has managed to become certified platinum.
V Inside Out (1995)
Easy 2 me: Inside Out (MC Hammer album)
In 1995, Hammer released the album V Inside Out (or inside out V), which critics claimed was unfocused, as it was unclear if the genre was pop or rap. However, some critics praised the fact it was perhaps intentionally eclectic (combining elements of dance, pop, rap, hip hop, alternative rock and gospel). Nonetheless, the album sold poorly (peaking at 119 on the Billboard Charts) and Giant Records dropped him and Oaktown Records from their roster. Songs "Going Up Yonder" and "Sultry Funk" managed to get moderate radio play (even charting on national radio station countdowns).
This album had not sold as well as its predecessors. Some claimed it was victim of the "crab mentality". Hammer would go on to explain in this album that he felt many of his so-called friends he staffed used and betrayed him which contributed to a majority of his financial loss (best explained in the song "Keep On" from this album). He would also hint about this again in interviews, including The Ellen DeGeneres Show in 2009.
Death Row Records (1995–1996)
In 1995, Hammer released "Straight to My Feet" (with Deion Sanders) from the Street Fighter soundtrack (released in December 1994). The song charted #57 in the UK.
Hammer's relationship with Suge Knight dates back to 1988. Hammer signed with Death Row Records, then home to Snoop Dogg and his close friend, Tupac Shakur. The label did not release the album of Hammer's music (Too Tight) while he had a career with them (although he did release versions of some tracks on his next album). However, Burrell did record tracks with Shakur and others, most notably the song "Too Late Playa" (along with Big Daddy Kane and Danny Boy). After the death of Shakur in 1996, Burrell left the record company. He later explained his concern about this circumstance in an interview on Trinity Broadcasting Network since he was in Las Vegas with Tupac the night of his death.
Return to EMI (1996–1997)
In 1996, Burrell and Oaktown signed with EMI, which saw the release of a compilation of Hammer's chart topping songs prior to The Funky Headhunter album. The album, Greatest Hits, featured 12 former hits and was released in October. Since then, several compilation album versions of his "greatest hits" have been produced.
Hammer's empire began to collapse when his last few albums failed to match the sales of its predecessors. Since he unsuccessfully attempted to recast himself in the streetwise "gangsta rap" mold of the day, Hammer turned to a gospel-friendly audience.
Family Affair (1998)
In 1998, M.C. Hammer released his first album in his new deal with EMI, titled Family Affair, because it was to introduce the world to the artists he had signed to his Oaktown Records (Geeman, Teabag, and Common Unity) as they made their recording debut. Technically his seventh album since his debut EP, this record was highly promoted on Trinity Broadcasting Network (performing a more gospel version of "Keep On" from his album V Inside Out), but featured no charting singles and selling between about 100,000-500,000 copies worldwide. Nonetheless, it did include a song originally by 2Pac that was given to Hammer which he did as a remake on this album called "Unconditional Love". Hammer would later dance and read the lyrics to this song on the first VH1 Hip Hop Honors in 2004.
After this album, new projects were rumored to be in the works, including an album (War Chest: Turn of the Century) and a soundtrack to the film Return to Glory: The Powerful Stirring of the Black Man, but neither appeared.
Active Duty (2001)
Easy 2 me: Active Duty (MC Hammer album)
Following the September 11, 2001 attacks, M.C. Hammer released his 8th studio album, Active Duty, on his own World Hit Music Group label (the musical enterprise under his Hammertime Holdings Inc. umbrella) to pay homage to the ones lost in the terrorist attacks. The album followed that theme, and featured two singles, "No Stoppin' Us (USA)" and "Pop Yo Collar" (featuring Wee Wee) which demonstrates "The Phat Daddy Pop", "In Pop Nito", "River Pop", "Deliver The Pop" and "Pop'n It Up" dance moves. The album, like its predecessor, failed to chart and would not sell as many copies as previous projects. Hammer did however promote it on such shows as The View and produced a video for both singles.
This patriotic album, originally planned to be titled The Autobiography Of M.C. Hammer, donated portions of the proceeds to 9/11 charities. Hammer shot a video for the anthem "No Stoppin' Us (USA)" in Washington, D.C., with several members of the United States Congress, who sang in the song and danced in the video. Present members of the United States House of Representatives included J. C. Watts, Eddie Bernice Johnson, Thomas M. Davis, Earl Hilliard, Alcee Hastings, Rep. Diane Watson (D-Calif.), Rep. Corrine Brown (D-Fla.) and Jesse Jackson, Jr.
Full Blast (2004)
Easy 2 me: Full Blast (album)
After leaving Capitol Records and EMI for the second time in his career, M.C. Hammer decided to move his Oaktown imprint to an independent distributor and released his ninth studio album, Full Blast (which was completed in late 2003 and released as a complete album in early 2004). The album would feature no charting singles and failed to certify in the RIAA. A video was produced for "Full Blast", a song that attacks Eminem and Busta Rhymes for previous disrespect towards him.
Some of the original songs didn't end up making the final album release. Guest artists included The Stooge Playaz, Pleasure, Rain, JD, Greer & DasIt.
Look Look Look (2006)
Easy 2 me: Look Look Look
After going independent, he decided to create a digital label to release his tenth studio album, Look Look Look. The album was released in February 2006 and featured production from Scott Storch. The album featured the title-track single (Look Look Look) and a music video. It would sell much better than his previous release (400,000 copies worldwide). "YAY" was produced by Lil Jon. "What Happened to Our Hood?" (featuring Sam Logan) was originally from Active Duty.
"I Got It From The Town" was used in the movie but not present on The Fast and the Furious: Tokyo Drift (soundtrack).
Between 2006 and 2007, Hammer released a military-inspired rap song with a political message to President George W. Bush about sending American troops back home from war, called "Bring Our Brothers Home". The video was filmed at the Santa Monica Pier.
DanceJamtheMusic (2009)
Since his 2006 album, Hammer continued to produce music and released several other raps that appeared on his social websites (such as Myspace) or in commercials, with another album announced to be launced in late 2008 (via his own record label Fullblast Playhouse). Talks of the tour and a new album were expected in 2009.
"Getting Back to Hetton" was made public in 2008 as a digital single. It was a new departure for Hammer, bringing in funky deep soul and mixing it with a more house style. Released through licence on Whippet Digital Recordings, media reviews were said to be "disappointing". However, the song "I Got Gigs" from this eleventh album was used in a 2009 ESPN commercial and performed during Hammertime.
Other tracks and videos from the album included: "I Go" (produced by Lil Jon), "Keep It In Vegas", "Lookin' Out The Window", "Dem Jeans" (by DASIT), "Stooge Karma Sutra" (by The Stooge Playaz) and "Tried to Luv U" (by DASIT featuring Pleasure Ellis).
MC Hammer performing with Vanilla Ice in July 2009.
In March 2009, M.C. Hammer and Vanilla Ice had a one-off concert in the McKay Events Center, Orem, Utah. This concert aided in the promotion of Hammer's new music and television show. During the concert, as shown on Hammer's show Hammertime, it was mentioned between the two rappers that this was their first headline show together in nearly 20 years when they were touring together at the peak of their hip-hop careers. Hammer said: "Contrary to popular belief, Ice and I are not only cool with each other, we are like long lost friends. I've known him since he was 16, before he had a record contract and before I had a record contract. It is a great reunion." Vanilla Ice, real name Robert Van Winkle, said: "It's like no time has passed at all. We set the world on fire back in the day - it gives me goosebumps to think about. The concert wouldn't have been so packed if it wasn't us together. I'm so happy right now, the magic is here."
Current releases (2010-present)
"Better Run Run" (2010)
M.C. Hammer promised to release a track responding to a rap by Jay-Z which attacked him, expected on October 31, 2010. On the "So Appalled" track, which features Swizz Beatz and RZA, Jay-Z spits a line which targets Hammer for his fall from grace in the 1990s, which left him in a financial disaster. On it Jay says: 'Hammer went broke so you know I'm more focused / I lost 30 mil' so I spent another 30 / 'Cause unlike Hammer 30 million can't hurt me'. Hammer addressed his displeasure about the diss on Twitter, claiming he will react to Jay-Z on Halloween.
Hammer recently released a sample of his "beef" with Jay-Z (aka 'Hell Boy') in a brief teaser trailer called "Better Run Run" by 'King Hammer'. At one point, it was uncertain if his reaction would be a film video, a music video or a combination of both. Regardless, he claimed he would show evidence that 'Jigga worships the devil'. It's possible that Jay-Z was offended by an analogy Hammer was conveying in an earlier interview in response to "D.O.A. (Death of Auto-Tune)" on AllHipHop.
On November 1, Hammer's new video ("Better Run Run!") hit the web in retaliation to Jay-Z's September diss towards him. M.C. accuses Jigga of being in league (and in the studio) with Satan — and then Hammer defeats the devil and forces Jay to be baptized. Speaking on the video, Jacob O'Gara of Ethos Magazine wrote: "What’s more likely is that this feud is the last chapter in the tragic cautionary tale of M.C. Hammer, a tale that serves as a warning to all present and future kings of hip-hop. Keep your balance on the pedestal and wear the crown strong or you’ll have the Devil to pay." Some bloggers felt Hammer shouldn't have responded the way he did.
In an interview with BBC's DJ Semtex, Jay said he didn't mean the verses as a personal attack. "I didn't know that Hammer's financial status wasn't on the table for discussion!" he said. "I didn't know I was the first person ever to say that..." He continued, "When I say things, I think people believe me so much that they take it a different way — it's, like, not rap anymore at that point. I say some great things about him in the book I have coming out — that's wasn't a cheap plug," he laughed. "He's gonna be embarrassed, I said some really great things about him and people's perception of him. But it is what it is, he took it that wrong way, and I didn't know I said anything wrong!"
M.C. Hammer decided to bury the hatchet with Jay-Z since the falling-out. Hammer had claimed Jay-Z was an imposter and stole his "swagger", but according to AllHipHop.com, Jay-Z tried to calm the situation by claiming his lyrics in question had been misinterpreted and that he's actually a fan of the rap stalwart, having praised him in his latest book. Hammer came around and told the website: "As a responsible veteran of twenty-something years of this, I can't leave it out there with tensions. I am reading comments on both sides - it's not about that, I have seen all of that before. There is an opportunity to say at some point we should move onto the next thing. You know, Jay took his shot and I answered. Now let's move on".
"See Her Face" (2011)
M.C. Hammer released a new track "See Her Face (She Got It)" in February 2011 via Flipboard and world premiered during an episode of Oprah in February 2011.
Additional business ventures
In 1991, M.C. Hammer established Oaktown Stable that would eventually have nineteen Thoroughbred racehorses. That year, his outstanding filly Lite Light won several Grade I stakes races including the prestigious Kentucky Oaks. His D. Wayne Lukas-trained colt Dance Floor won the Grade II Kentucky Jockey Club Stakes and the Breeders' Futurity Stakes in 1991, then the following year won the Fountain of Youth Stakes and finished 3rd in the 1992 Kentucky Derby. He continues to attend shows as well as many sporting events along side celebrities.
Hammer had several costly videos, two in particular were Too Legit to Quit or 2 Legit 2 Quit (which many celebrities appeared in) and "Here Comes the Hammer".
In the late 1990s into the early 2000s, along with a new clothing line called "J Slick", Hammer began creating and working on M.C. Hammer USA, an interactive online portal.
In 2002, Hammer signed a book contract with publishing company Simon & Schuster which called for a release the following year. However, a manuscript for an inspirational book called Enemies of the Father: Messages from the Heart on Being a Family Man (addressing the situation of African American men), for which Hammer received advance money to write, was never submitted in 2003. This resulted in Hammer being sued by the book company over claims that he never finished the book as promised. The company's March 2009 lawsuit sought return of the US$61,000 advance given to Hammer for the unwritten book about fatherhood.
As a result of his previous success, Hammer has now become somewhat of a popular web mogul and activist, currently involved in several Internet projects (such as the TechCrunch40 conferences and DanceJam). In early 2008, Hammer launched his newest project as co-founder and chief strategy officer of Menlo Park-based (Silicon Valley) DanceJam.com. This exclusive community site is only dedicated to dancing video competitions, techniques and styles which Hammer, and others, judge or rate.
In July 2010, Hammer started a mixed martial arts management company to manage, market, promote, and brand-build for fighters such as Nate Marquardt, Tim F. Kennedy, and Vladimir Matyushenko, among others. According to MMAWeekly.com and Bizjournals, his new company is Alchemist Management in Los Angeles. It now manages 10 fighters. That same month, Hammer also announced his latest venture called Alchemist Clothing. The brand described as a colorful new lifestyle clothing line debuted during an Ultimate Fighting Championship fight in Austin. Middleweight fighter Nate "The Great" Marquardt wore an Alchemist shirt as he walked out to the ring. Hammer has shown an interest in boxing throughout his career.
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