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Hip-Hop Horowitz and Boxing Ben -- How to Sell a Book Silicon Valley Style

Hey now.

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.

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