Periscope

No one is finding the experience more sobering than Busta, who isn't collecting so much as a complimentary miniature bottle of Courvoisier for singing the brand's praises. That's not surprising, however. Busta neglected to strike an endorsement deal with Courvoisier in advance because the song wasn't initially intended as a concoction of art and commerce. As Busta and Puffy were sipping Courvoisier in the recording studio, their creative juices spontaneously moved them to write the ode. "It was nothing planned," Busta says. "Usually, that's how the best songs come about." With little bargaining power now, the rap star's managers are trying to negotiate a marketing deal with Courvoisier. If they fail, Busta can always drown his sorrows gulping Mountain Dew, for which he is a paid pitchman.

Johnnie Roberts