First Lil Wayne tries his luck with Twitter, then a brief foray in video blogging, now the multi-platinum artist lands a deal to write a series of blogs for ESPN The Magazine. If Weezy’s first post is an indication of the series, expect to see a mixture of his sports analysis, fantasy football tips, and personal sports experience (Can you believe little Wayne played fullback?).

It’s clear that ESPN has given Wayne the latitude to blog about whatever is on his mind. His posts are unmistakably written in his own words, a far cry from the professional writers you normally get from other ESPN blogs. I have heard from mixed reviews on is writing speech to paper writing style, but I find it authentic.

What I find most interesting about the Lil Wayne ESPN collaboration is that Disney, parent company of ESPN, would risk the brand association with Lil Wayne questionable lyrics, and past infraction with the law. If you have had the opportunity to work with ESPN or any company that falls under the Disney umbrella, you know how strict they are about who and what they choose to align their brands with. ESPN is obviously betting that reward of new readers will outweigh the risk of disenfranchising old readers.