Stanley Burrell, who is best known as rapper MC Hammer, has suffered his fair share of ups and downs. Although his sophomore album, 'Please Hammer Don't Hurt 'Em,' made history as the first hip-hop album to reach diamond status, selling over 10 million units and affording the Oakland-born superstar his own cartoon and even his own "Hammer pants," Burrell filed for bankruptcy and his career suffered greatly.
Over the past few years, however, Hammer has been back on top, working hard as an Internet mogul and activist. He also starred on the first installment of VH1's 'The Surreal Life.' He will premiere his own A&E reality show 'Hammertime,' which showcases his life in Tracy, Calif., with his wife, Stephanie, and their family of six.
A few years ago, the 47-year-old cofounded an online community site, DanceJam.com, which is dedicated only to dance videos, competitions and styles. Hammer is now a popular blogger and Twitter short-form content creator, but he even has his own Hammertime iPhone application.
BV Newswire caught up with the '2 Legit 2 Quit' rapper to talk about his new show, raising his family and why the digital media world takes him serious.
2008 BET Awards
LOS ANGELES, CA - JUNE 24: Humanitarian Award Recipient Quincy Jones poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Rapper Nelly poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Singer Anthony Hamilton poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Singer Ashanti poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Rapper Nelly (L) and singer Ashanti pose in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Rapper Nelly (L) and singer Ashanti pose in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Rapper Nelly (L) and singer Ashanti poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Singer Ashanti poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Singer Ashanti poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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LOS ANGELES, CA - JUNE 24: Singer Ashanti poses in the press room at the 2008 BET Awards held at the Shrine Auditorium on June 24, 2008 in Los Angeles, California. (Photo by Frazer Harrison/Getty Images)
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It's been six years since you appeared on the first season of 'The Surreal Life.' Why did you decide you to finally do another reality television series?
I got offered reality shows weekly, but when A&E approached me little more than a year ago, the deal was I could executive produce the show. It took a year for us to work out the details and then we began to film the show. I got to see the nuances of how it's done and, yes, I was hesitant, but I made sure that everything was in order and that it would be beneficial for everyone -- the network and myself.
I definitely watched 'Run's House.' I certainly enjoyed the show that they put on, and the example I used to tell people was 'If I can do Cosby 2009 from my perspective, I'll do it.' So that is definitely where I drew from. 
You were one of the first celebrities to be active on Twitter. Why are you so involved in the digital media world?
I just spoke at TwtrCon, the first official all-business Twitter conference, and I just got an invitation to speak at Harvard again on social media, and I've spoken at Stanford. I used to hang out about six years ago, trying to develop communities around video, and it became a passion just like music. I happen to be a celebrity, but my involvement with social media has been more as a businessperson. I'm invested in a few companies that are based around the economy of Twitter.
Do you think that being in the music business in this day and age is beneficial?
On the music side, I have a label. I saw where the music business was headed seven years ago and said the business wouldn't last in the old business model. I developed a label that is social media-driven, and this summer, in conjunction with the A&E show, I will roll out various projects from that label, as well as a brand new Hammer album.
Do you think any of your children will pursue a career in the music business?
My oldest daughter Akiba is a part of the FullBlast family, and we are developing her album. My 15-year-old daughter Sarah has the abilities to do her album. And my son, certainly I will be producing his album on FullBlast. They all are a part of FullBlast, but nobody's feet are ever held to the fire.
Hammer's new A&E series 'Hammertime' premieres on June 14 at 10 p.m. EST.
Black Music Notes June 1
6/1/09: Minnie Riperton
A very fitting homage will be paid to late, great songbird Minnie Riperton when a new batch of the acclaimed TV One docu-series 'Unsung' hits the small screen this month. Best known for her signature ballad 'Lovin' You,' the Chicago-born singer/songwriter's career and life were cut short after a three-year battle with breast cancer in the late 1970s. After Riperton's cancer diagnosis, she went public instead of retreating, serving as a spokesperson for the American Cancer Society. . She was only 31 years old when she died at the prime of her career. 'Unsung' premieres June 7 at 8 PM ET, repeating at 11 PM, as well as Thursday, June 11 at 10 PM and Friday, June 12 at noon and midnight.
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6/1/09: Grace Jones
The one and only Grace Jones has been tapped to perform live at the 'We Love' festival in Ibiza on Aug. 9. For the first time ever, the 'Pull Up To The Bumper' singer will grace the Spanish island's celebrated summer concert series, as part of the Wall Of Sound recording company's 15th anniversary. Last year, festival organizers bought The Chemical Brothers back to the Ibiza after a ten-year hiatus. This year, they are ready for Amazing Grace, who recently released a new music project titled 'Hurricane' on the United Kingdom based label. "We are putting on a line-up to inspire and one that will take all lucky enough to be there on a journey they will never ever forget," Wall of Sound founder Mark Jones said.
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5/28/09: Chaka Khan
Fresh from a headlining gig at the 2009 St Lucia Jazz Festival, Chaka Khan is ready to take on the nation's capital. The 10-time Grammy Award winning diva will fill in for previously announce headliner Natalie Cole, who is recovering from a live saving kidney transplant surgery, at 'The 18th Annual Capital Jazz Fest' running June 5 - June 7. The 'I Feel For You' chanteuse will join a slew of noted musical acts at the lovely wooded setting of Merriweather Post Pavilion in Columbia, Maryland. According to a spokesperson for the event, the line-up includes performances by Stanley Clarke, Marcus Miller and Victor Wooten, George Duke, Al Jarreau, Lalah Hathaway, Fourplay, Norman Brown, Roy Ayers, Will Downing, Kirk Whalum, Pieces of a Dream with special guest Phil Perry, Guitars & Saxes (f/ Jeff Lorber, Euge Groove, Jeff Golub and lady saxophone newcomer Jessy J) , Regina Belle, Marion Meadows and trumpeter Joey Sommerville.
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5/28/09: Grandmaster Flash
Grandmaster Flash will be honored with the Living Legend award at the Urban Music Awards USA 2009, set to be held at New York City's Highline Ballroom on July 17. According to a spokesperson for the event, more than 175,000 music fans across the world have voted online for the hip hop veteran to receive the honor. "Flash is an absolute legend and he remains an inspiration to the hip hop culture all together by flying the flag from its inception to the success it has become today," said Jordan Kensington, who is the C.E.O of Invincible Group & Founder of the Urban Music Awards. Nominees for the inaugural awards show include Amy Winehouse, Rihanna, Bobby Valentino, M.I.A, Day 26, The Dream, Estelle, Kat de Luna, Akon, Kanye West, Keri Hilson, Ne-Yo and Eminem.
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5/21/09: Jay-Z
Despite stepping down from his Def Jam presidency in late 2007, hip hop mogul Jay-Z has finally left the label as an artist. Rumors started surfacing online that the platinum-selling lyricist, who owed the label one last album, brought himself out of his contract for $5 million. "I can honestly say, working with Doug Morris and LA Reid has been a unique and fulfilling experience and I respect them immensely," he revealed to hip hop site Rap Radar. "I've been in the family for almost my entire career. Doug and I spoke directly and had one of the most unique 'negotiations' ever...I thank him for allowing me to be a completely independent artist. Not every artist can say they own or are given the opportunity to own all of their music."
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5/19/09: Mary J. Blige
Mary J. Blige recently expanded her brand by signing with The William Morris Agency. According to Variety, the diversified entertainment agency, which also represents Alicia Keys, Rihanna, Kanye West, and Prince (to name a few), will assist the Queen of Hip Hop Soul in all areas of her career including the expansion of her entertainment company, Matriarch Entertainment. This fall the Queen of Hip Hop Soul will make her feature film debut in Tyler Perry's 'I Can Do Bad All by Myself,' scheduled to hit theaters September 11. She can be heard in the trailers for the Oprah Winfrey-presented drama 'Precious,' due out in November.
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5/19/09: The Dream
Following in the veins of fellow hip hop stars DMX and Tupac Shakur, singer-songwriter The Dream is planning on releasing his second album of 2009 entitled, 'Love King.' The R&B crooner, who recently released his certified gold album 'Love vs. Money' in March, revealed to Billboard magazine that he already has seven songs in the can and expects the album to hit stores in December. "I have to pace myself 'cause there's so much time between here and then," he said, "but the seven records I do have are timeless records. Whether they come out now or later it's not really going to matter what kind of records they are." In between recording sessions for 'Love King,' fans can now catch The Dream on tour with Keyshia Cole.
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5/19/09: The Whispers
After releasing classic hits such as 'In The Mood' and 'Rock Steady,'R&B stalwarts The Whispers are set to release their first gospel album on Kingdom Records. Grammy Award-winning gospel star Fred Hammond is expected to produce a bulk of the tracks. "We've been wanting to do this for ten years," explained founding member Nick Caldwell. "God has been really, really good to the Whispers. He was looking out for us even when we were ignoring Him. He allowed us to live long enough to do this inspirational CD that we want to use to inspire people to get closer to God." The as-yet-untitled anticipated album is tentatively scheduled for release later this year.
5/19/09: Mariah Carey
On May 23, Mariah Carey is set to perform a one-hour set at the opening of the most expensive resort in Europe, The Mardan. Carey alongside legendary British soul singer Tom Jones will reportedly be paid £1 million each to perform at the exclusive £926 million Turkey development, which features five acres of fresh water swimming pools and a sunken aquarium. Actress Sharon Stone and Paul McCartney are among the many guests invited to the 560 room hotel opening.
Chip Somodevilla, Getty Images
5/19/09: Will Downing
Overcoming his bout with the muscle disorder Polymyositis, Will Downing has set the stage to release is latest musical offering, 'Classique.' The balladeer's 14th album and second Peak Records project features his signature baritone vocals over 10 smooth-sensual tracks. Vocalist Phil Perry joins the 'After Tonight' singer for Marvin Gaye penned 'Baby I'm for Real.' Other album highlights include 'Love Suggestions,' 'More Time,' 'Something Special' and Barry White's classic hit 'I'm Gonna Love You Just A Little More Baby.' 'Classique' hit stores June 16.
Verve
Comments: (14)
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By: Joe D on 6/08/2009 9:00PM
WHy it is not a reality show how many of you live in a 10 000 SF foot house with an Army of House kee[ers He says he was inspired by RUNs House I am assume that is RUN OF RUN /DMC another two hit wonder. Here is one question if it is a REALITY SHOW why are there writers ?
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By: Louis Loria on 6/09/2009 12:46AM
Please Stoooooooooooooooooooooooooooooooooooooopp with all this reality crap!!!!!!!!!!!!!!!!!!1
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By: Sheryl on 6/09/2009 1:50PM
Louis... I agree sweetie... as my grandmother would say "enough is enough and too much is good for nothing".
But I have to say, my ONE guilty please is "worlds strictess parents"...but that is it, I promise.
LOL
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By: Nicholascott on 6/09/2009 1:49AM
That video of the Hammer Dance was awesome! Could you imagine being in the store when that happened? That would have been a blast. I remember when hammer was on top of the music charts. He's a great entertainer and seems like a very grounded, decent human being.
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By: Patty on 6/09/2009 3:14AM
Really, another reality show about a washed up has been rapper !! Pleeeezzzzeeee WHO CARES !!!!
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By: JOAN on 6/13/2009 1:17PM
Washed up or not. Overall, I bet he is still more successful than you are, bankrupcy or not he could still probably buy and pay for your azz in full.
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By: keith on 6/09/2009 5:29AM
there is only 1 word to say about this.......SAD....SAD....SAD
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By: J on 6/13/2009 5:29PM
What's wrong with a brother making a legitimate income for his family? There are lot of brothers who can't or have a hard time finding work in show biz or otherwise. Why can't be happy for him instead against him. It shouldn't matter if you're a fan or not. Be happy for him. It's a slave mentality to hate on your brothers & sisters & trying to find fault just like the slave master & people of other cultures. Together we stand/divided we fall! Division between the slaves is what made slavery successful. It was so successful that African Americans are still enslaved in their minds. That mindset has been passed on from generation to generation. One example is some African Americans still view lighter skin people as better, smarter, better looking, etc. You can take two people who look identical except one is dark & the other one has fair skin. Many people will automatically say the one with fair skin is more attractive. God help the sick minds! No disrespect, but this is why people say Halle Berry is the most beautiful woman time & time again. If Ms Berry had dark skin, she wouldn't be put on the pedestal she's on now. You know I'm telling the truth.
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By: stephanie on 6/13/2009 3:22AM
OK MC HAMMER is older but everyone has to admit back in the day the man was AWESOME! i wish him and his reality show well HELL what about kendra? and to th eblack comment i am a white woman. GO HAMMER and family
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By: linda on 6/13/2009 9:36AM
I think it's great, people should do what they want to do, especially if they are passionate about it. Its also a plus if their is a financial reward. It's not like Hammer is a rocket scientist, so he must do what he do. There are many things worst than a reality show and if you don't like it don't watch. Many people are unable to live passionately, except when spewing hate on a blog. So sad. I'm with Hammer, do your thing.
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