YouTube embraces hip-hop with Diddy, 50-Cent

July 30, 2007, 7:11 PM UTC

Google’s (GOOG) YouTube video unit seems to be working on its street cred: The site recently managed two tie-ins with famous hip-hop moguls. First, Diddy, the artist formerly known as “P-Diddy”, “Puff Daddy” and Sean “Puffy” Combs, is independently using the site to look for a new personal assistant. Second, YouTube is hosting a search for the next hip-hop star in a video contest to be judged by mega-star 50 Cent, socially conscious rapper Common, and Atlanta-based producer Polow Da Don.

The “On the Rise” contest is a little closer to the reality TV and original programming normally seen on cable and broadcast television.