Well-known venture capitalist Ben Horowitz has a book out, and he is attacking its flacking like he has a startup that needs to become famous, stat.
Having written two books myself, I am definitely impressed by the effort he is making for “The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers.”
That includes donning boxing wraps for a profile in Fortune. It’s a move that surely landed him on the cover — what magazine editor doesn’t love a gimmick photo?
But my fave recent appearance has been Horowitz — though this is not for the book — doing “Rapper’s Delight” this week on the first episode of the VH1 special “The Tanning of America: One Nation Under Hip Hop.”
You can see it here, at the 16:24 mark:
Speaking of hip-hop, Horowitz will be appearing with rapper Nas at SXSW in Austin on March 9.
This article originally appeared on Recode.net.