LL Cool J is in negotiations to represent popular lip balm brand, Chapstick.

The negotiations are part of a brand extension strategy for artists LL Cool J and 50 Cent, which is being launched by Violator Artist Management.

According to industry trade magazine Brand Week, both LL Cool J and 50 Cent are seeking to leverage their popularity as celebrities, through various endorsement deals.

"It's an obvious fit. LL has been licking his lips for 20 years," Lighty told Brand Week. "They'll get to speak to people who normally would not pick up Chapstick."

Labels: LL Cool J