Jay-Z x Parlux Fragrances. We thought Jay-Z’s next big business announcement would be a video game licensing deal, but instead the big news is centered around Hova’s fragrance deal with Parlux Fragrances. As part of the deal, Jay has created his own fragrance arm called Iconic Fragrances which will be distributed by Parlux.

The most interesting part of the deal is that Iconic holds the rights to fragrances for Kanye West and Rihanna so now Parlux will be able to bring that to reality. They have plenty of experience with celeb fragrances having worked with Paris Hilton, Mark Ecko and Queen Latifah. Jay-Z states:

“We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands. This venture will take what is already a successful franchise at Parlux to a new level.‚Äù

WoooHa would like to be the first to submit a name for Kanye’s cologne: Ego.