Recently, hip hop artist Lil Jon made the Guinness Book of World Records with his purchase of the largest diamond pendant ever. Set in 18-karat yellow and white gold, the "ginormous" piece weighs as much as a small newborn (5.11 lbs.) and consists of 3,756 round diamonds totaling 73 carats.


While it appears true that exaggerated bling has become part of hip hop's culture, in some instances the goal has to be something other than complete self-indulgence. Perhaps it's strategic promotion. Let's be honest: The $500,000 pendant isn't attractive, and I'm a little curious about the grades of the diamonds. But if the sole purpose of this bejeweled spectacle is turning Lil Jon's chest into a billboard promoting the release of his next CD Crunk Ain't Dead, I can appreciate it as an advertising tactic. Obviously, it worked. He made history and generated press.



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