is clearing closet space in his world of parachute pants to make room for perhaps, MMA shorts.
No, he won't be fighting, but these days the 48-year-old rapper and entrepreneur's work affects the livelihood of fighters such as Nate Marquardt
, Vladimir Matyushenko
, Tim Kennedy
, James McSweeney
Hammer is the CEO of Alchemist Management
, a marketing and management company officially launched last week specifically for a roster of MMA fighters.
"It's just over the years I watched the world of MMA grow," Hammer said on Monday's edition of The MMA Hour
with Ariel Helwani. "It's really exciting. I don't see anything more exciting today than MMA and it got my fire stoked."
Hammer had previous experience in combat sports from his stint managing Evander Holyfield
in the 90s. While the two parties' relationship quickly turned sour, Hammer can stake claim for being around a heavyweight championship run.
"Myself I've been a fan of pro sports going all the way back to the 70s," Hammer said. "Of course everything from professional baseball to being involved with some representation of athletes in football to being involved with Evander Holyfield and managing him to the championship in boxing."
Hammer's role is to utilize his connections from his 25 years in show business to secure opportunities for his team of fighters.
"My job on the very top level is to make sure I secure opportunities not only in sponsorships and marketing but some other opportunities that equate to Hollywood as well," he said.
Hammer says he would consider representing other athletes such as boxers in the future but his priority right now for Alchemist is "strictly MMA" in order to "get it right."
Although Hammer now spends most of his time with the day-to-day operations of the company, he hasn't forgotten about his first love: music.
"The last month-and-a-half I've probably done around 15 shows," the three-time Grammy winner said. "That's my way of staying physically fit and of course, I love doing music."A replay of Monday's show, featuring Hammer as well as UFC light heavyweight Phil Davis and Strikeforce announcer Mauro Ranallo, will be available Tuesday.