The History of Terrorism
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1984 VIOLENCE at HIP HOP SHOWS BEFORE "GANGSTER RAP" 1984
It was Cohen who brokered Run-DMC's endorsement deal with Adidas, "one of the first big commercial deals for a rap group".
Lyor Cohen credits Jam Master Jay with teaching him the basics of the music business. "[Jay] showed me how to settle shows and fulfill my responsibilities to the group," Cohen told Vibe magazine.
This deal was followed by others that paired up Jazzy Jeff & the Fresh Prince with Le Coq Sportif, LL Cool J with Troop sportswear, and Run-DMC with New Coke.