This is no joke: MC Hammer -- the rapper, businessman and ordained minister best known for his popular 90s song "U Can't Touch This" and those crazy-big parachute pants flapping in the wind -- jumped on stage at the Web 2.0 Summit in San Francisco and said he's launching a search engine. That's right, it's Hammer Time, and the MC is out to take on Google and Microsoft's Bing... or maybe not.
The New York Times reports that the new search engine will be called WireDoo, and will add relationship information to search results. Hammer offered a couple of examples on how this will work, saying that users entering the term "Car" will pull up car-related topics including insurance, mileage, pricing and consumer safety ratings. Those searching a specific stock symbol will get results like related investors and mutual funds.
"Search once and see what's related," reads the tagline.
Hammer, whose real name is Stanley Kirk Burrell, told the audience on Wednesday that the new search engine isn't available for public use, as it's currently still being built, but visitors will see that it's in a pre-beta stage. But once it goes live, it will offer a "deeper search" than using mere keywords rather than compete with the popular search engine giants like Yahoo and Google.
Please Hammer, Don't Hurt 'Em.
Following Ashton Kutcher and Mike Tyson, Hammer has also started building and investing in technology start-ups, as these can generate huge returns for investors. He said that there's a lot of business potential stemming from data-driven companies on the Internet. Currently Hammer is serving as co-founder and chief strategy officer of Menlo Park-based DanceJam.com which has reportedly helped compensate the rapping minister for losing his fortune after filing for bankruptcy in 1996 with nearly $14 million in debts.
Hammer began to dip his toes into the technology sector back when he was still making millions from record sales. He reportedly lurked around Apple and Silicon Graphics to learn more about how technology could help his music career. "There is no high-tech lingo or business strategy that you can talk that is above my head," he said during an interview. "I breathe this stuff."
Now Hammer is gearing up to launch his own relationship-themed search engine. Too legit to quit, it seems.