Platinum makes waves--New-school rappers like Puff Daddy and Eve love the pricey metal

By Corey Takahashi
April 07, 2000 at 04:00 AM EDT

Gaudy gold chains may have satisfied Run-DMC, but new-school rappers are all about the platinum. Worth roughly twice as much as gold and a favorite of French king Louis XVI (remember him?), the metal once associated with wedding bands has found a new hip-hop cachet. ”Platinum is ghetto fabulous,” explains video auteur Hype Williams. Fabulous, yes, but the precious-metal penchant can get out of hand. ”Before they go platinum, they want platinum,” says Jacob ”The Jeweler” Arabo, whose clients include Jay-Z, Puff Daddy, and Foxy Brown. Some music bizzers have let the pricey metal go to their heads — literally. Platinum-certified Sisqó and Eve sport platinum tresses, while scores of artists praise the metal in rhyme. And this summer, Steve Stoute, an Interscope exec, will co-launch a line of $60 Platinum cigars. ”They’re really keyed into wanting the best,” says Platinum Guild International prez Laurie Hudson of rap’s new metal urge. ”It’s great publicity.”