Russell Simmons

Russell Simmons didn't invent hip-hop, but he was arguably the first to understand its vast commercial potential. In the early 1980s, while the genre was still confined to New York City parks and clubs, Simmons saw a revolution. Co-founding Def Jam Recordings with Rick Rubin, he became the pragmatic businessman to Rubin's rock-edged aesthetic, shepherding the raw energy of acts like Run-D.M.C., LL Cool J, and the Beastie Boys into the mainstream. His genius was in brokering unlikely alliances, like getting Run-D.M.C. a deal with Adidas, effectively inventing the modern hip-hop endorsement. He later built the Phat Farm clothing line into an empire, proving that the culture could drive fashion. Simmons's influence extended beyond music into comedy, film, and finance, though his later years have been overshadowed by serious allegations. Regardless, his early hustle and keen eye transformed a grassroots movement into the defining global cultural and economic phenomenon of the late 20th century.