Editing MC Hammer (section)

== Additional business ventures ==
In 1991, Hammer established Oaktown Stable that would eventually have nineteen [[Horse racing#Thoroughbred racing in the United States|Thoroughbred racehorses]]. That year, his outstanding filly [[Lite Light]] won several Grade I stakes races including the prestigious [[Kentucky Oaks]]. His [[D. Wayne Lukas]]-trained colt [[Dance Floor (horse)|Dance Floor]] won the Grade II [[Kentucky Jockey Club Stakes]] and the [[Breeders' Futurity Stakes]] in 1991, then the following year won the [[Fountain of Youth Stakes]] and finished 3rd in the 1992 [[Kentucky Derby]]. He continues to attend shows as well as many sporting events alongside celebrities.<ref name="latimes1991"/> In the late 1990s into the early 2000s, along with a new [[clothing]] line called J Slick, Hammer began creating and working on MC Hammer USA, an interactive online portal.<ref>{{cite web|url=http://new.music.yahoo.com/mc-hammer/news/artist-namemc-hammer-id1052045-returns-to-active-duty--12033668 |archive-url=https://archive.today/20120714073358/http://new.music.yahoo.com/mc-hammer/news/artist-namemc-hammer-id1052045-returns-to-active-duty--12033668 |url-status=dead |archive-date=July 14, 2012 |title=MC Hammer News – Yahoo! Music |website=New.music.yahoo.com |date=October 31, 2001 |access-date=March 31, 2010 }}</ref>

In 2002, Hammer signed a book contract with publishing company [[Simon & Schuster]] which called for a release the following year. However, a manuscript for an inspirational book called ''Enemies of the Father: Messages from the Heart on Being a Family Man'' (addressing the situation of African American men), for which Hammer received advance money to write, was never submitted in 2003. This resulted in Hammer being sued by the book company over claims that he never finished the book as promised. The company's March 2009 lawsuit sought return of the US$61,000 advance given to Hammer for the unwritten book about fatherhood.<ref name="answers1"/><ref>{{cite web|url=http://www.eurweb.com/story/eur51667.cfm |title=Black Entertainment {{pipe}} Black News {{pipe}} Urban News {{pipe}} Hip Hop News {{pipe}} Black Entertainment |website=EURweb.com |date=March 16, 2009 |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20090505050706/http://www.eurweb.com/story/eur51667.cfm |archive-date=May 5, 2009 }}</ref><ref>{{cite web|url=http://www.nbcsandiego.com/news/entertainment/NYC-Publisher-Sues-MC-Hammer-Over-61K-Advance.html |title=NYC Publisher Sues MC Hammer Over US$61K Advance |publisher=NBC San Diego |date=March 14, 2009 |access-date=March 31, 2010}}</ref>

Hammer was a popular [[Business magnate|web mogul]] and [[activist]], becoming involved in several Internet projects (including [[TechCrunch]]40 conferences).<ref>{{cite web|last=McElroy |first=Justin |url=http://www.joystiq.com/2008/12/17/mc-hammer-says-hes-working-on-secret-project-with-activision/ |title=MC Hammer says he's working on 'secret project' with Activision |publisher=Joystiq |date=December 17, 2008 |access-date=March 31, 2010}}</ref><ref name="popmech">{{cite web |url=http://www.popularmechanics.com/blogs/technology_news/4232444.html |title=10 Questions for New Social Networking Mogul M.C. Hammer |publisher=Popular Mechanics |date=November 20, 2007 |access-date=March 31, 2010 |archive-date=January 6, 2010 |archive-url=https://web.archive.org/web/20100106003514/http://www.popularmechanics.com/blogs/technology_news/4232444.html |url-status=dead }}</ref><ref name="techcrunch">{{cite web|last=Arrington |first=Michael |url=https://techcrunch.com/2007/11/12/wired-covers-dancejam-without-trashing-mc-hammer/ |title=Wired Covers DanceJam Without Trashing M.C. Hammer |website=Techcrunch.com |date=November 12, 2007 |access-date=March 31, 2010}}</ref> In 2007, Hammer was co-founder and chief strategy officer of [[Menlo Park, California|Menlo Park]]-based ([[Silicon Valley]]) DanceJam.com along with [[Geoffrey Arone]].<ref>{{cite web|last=Needleman |first=Rafe |url=http://news.cnet.com/8301-17939_109-9821726-2.html |title=The economy of DanceJam {{pipe}} Webware – CNET |website=News.cnet.com |date=November 21, 2007 |access-date=December 17, 2012}}</ref> The community site (valued at $4.5 million)<ref>{{cite news| url=http://appscout.pcmag.com/audio-video/275887-hammer-s-dancejam-gets-3-5-million-worth-of-legitimacy | work=PC Magazine | first=Brian | last=Heater | title=Hammer's DanceJam Gets $3.5 Million Worth of Legitimacy}}</ref> was exclusively dedicated to dancing video competitions, techniques and styles which Hammer sometimes judged or rated.<ref name="bet1">{{cite web|url=https://www.bet.com/vertical/hnsci0/music|archive-url=https://web.archive.org/web/20071118064705/http://www.bet.com/Music/News/musicnews_thescoop_11.13.htm?wbc_purpose=Basic&WBCMODE=PresentationUnpublished|url-status=live|title=Music|archive-date=November 18, 2007|website=BET.com}}</ref><ref>{{cite web |url=http://new.music.yahoo.com/mc-hammer/news/mc-hammers-next-act-tech-entrepreneur--54501012 |archive-url=https://archive.today/20120711043453/http://new.music.yahoo.com/mc-hammer/news/mc-hammers-next-act-tech-entrepreneur--54501012 |url-status=dead |archive-date=July 11, 2012 |title=MC Hammer News – Yahoo! Music |website=New.music.yahoo.com |date=January 3, 2008 |access-date=March 31, 2010 }}</ref>

In July 2010, Hammer started a [[mixed martial arts]] management company to manage, market, promote and brand-build for fighters. Artists included [[Nate Marquardt]], [[Tim Kennedy (fighter)|Tim F. Kennedy]] and [[Vladimir Matyushenko]], among others. According to MMAWeekly.com and [[Bizjournals]], his new company was Alchemist Management based in [[Los Angeles]], managing at least ten fighters.<ref>{{cite web|url=http://www.mmaweekly.com/absolutenm/templates/dailynews.asp?articleid=12183&zoneid=13 |title=Can't Touch This: MC Hammer Starts MMA Firm |website=MMAWeekly.com |url-status=dead |archive-url=https://web.archive.org/web/20100923112435/http://www.mmaweekly.com/absolutenm/templates/dailynews.asp?articleid=12183&zoneid=13 |archive-date=September 23, 2010 }}</ref> That same month, Hammer also announced an apparel line called Alchemist Clothing. The brand described as colorful lifestyle clothing debuted during an [[Ultimate Fighting Championship]] fight in [[Austin, Texas|Austin]]. [[Middleweight]] fighter Nate "The Great" Marquardt wore an Alchemist shirt as he walked out to the [[boxing ring]]. Hammer had shown an interest in [[boxing]] throughout his career.<ref>{{cite news|newspaper=Austin Business Journal |url=http://www.bizjournals.com/austin/stories/2010/09/13/daily54.html |title=MC Hammer launches apparel line in Austin |date= September 16, 2010|access-date=May 10, 2011}}</ref> 

On September 28, 2010, Hammer headlined at the [[TechCrunch Disrupt]] conference for an official after-hours party.<ref name="TCDisrupt Reference">[https://techcrunch.com/2010/09/29/mc-hammer-rocks-a-perfect-day-at-techcrunch-disrupt/ MC Hammer Rocks A Perfect Day At TechCrunch Disrupt] {{webarchive |url=https://web.archive.org/web/20160403233424/http://techcrunch.com/2010/09/29/mc-hammer-rocks-a-perfect-day-at-techcrunch-disrupt/ |date=April 3, 2016 }} techcrunch.com</ref> Hammer appeared on ''[[The Oprah Winfrey Show]]'' in February 2011 to discuss his tech-media-mogul status, as well as his creation, demonstration and consulting of social applications/sites/media (such as having an involvement with the Internet since 1994 including [[YouTube]] and [[Twitter]]), and devices such as [[iPad]] and ZAGGmate by Zagg.<ref>{{cite web|url=http://news.lalate.com/2011/03/30/mc-hammer-zaggmate-by-zagg-revealed-on-oprah/ |title=MC Hammer – ZAGGmate by ZAGG Revealed on Oprah |website=News.lalate.com |date=March 30, 2011 |access-date=December 25, 2012}}</ref><ref>{{cite web|url=http://www.businesswire.com/news/home/20110204005280/en/ZAGGmate-Appears-Oprah-Winfrey-Show |title=ZAGGmate Appears on The Oprah Winfrey Show |publisher=Business Wire |date=February 4, 2011 |access-date=December 25, 2012}}</ref> He also explained how employing/helping so many people in the past never really caused him to be broke in terms of the average person, as the media made it seem, nor would he have changed any experiences that has led him to where he is today. During the "Whatever Happened to MC Hammer" episode, he discussed his current home, family and work life as well.<ref name="flipboard1">{{cite web|url=http://inside.flipboard.com/2011/02/03/special-feature-mc-hammer-on-flipboard/ |title=Special Feature – MC Hammer on Flipboard |publisher=Inside Flipboard |date=February 3, 2011 |access-date=December 25, 2012}}</ref><ref>{{cite web|url=http://www.oprah.com/showinfo/Whatever-Happened-To-MC-Hammer-Bo-Derek-and-Pam-Grier |title=Whatever Happened to MC Hammer, Bo Derek and Pam Grier? |website=Oprah.com |date=February 3, 2011 |access-date=December 25, 2012}}</ref><ref>{{cite web|first=Scott|last=Steinberg |url=https://www.rollingstone.com/culture/blogs/gear-up/new-mc-hammer-song-debuts-on-flipboard-20110203 |archive-url=https://web.archive.org/web/20110205064623/http://www.rollingstone.com/culture/blogs/gear-up/new-mc-hammer-song-debuts-on-flipboard-20110203 |url-status=dead |archive-date=February 5, 2011 |title=New MC Hammer Song Debuts on Flipboard {{pipe}} Scott Steinberg |publisher=Rolling Stone |access-date=December 25, 2012}}</ref>

In October 2011, Hammer announced a new internet venture called '''WireDoo''', a "deep [[search engine]]" that planned to compete with the major search engines, [[Google]] and [[Microsoft Bing|Bing]].<ref>{{cite news| url=https://edition.cnn.com/2011/10/20/tech/web/mc-hammer-search-engine/ | work=CNN | title=MC Hammer launching his own search engine |first=Doug |last=Gross| date=October 20, 2011|access-date=January 17, 2012}}</ref> With the motto, "Search once and see what's related", Hammer's team planned to eventually open up the site to a select number of [[Beta version#Beta|beta testers]].<ref>{{cite web|url=http://www.newsoxy.com/business/mc-hammer-32285.html |archive-url=https://web.archive.org/web/20111102060336/http://www.newsoxy.com/business/mc-hammer-32285.html |url-status=dead |archive-date=November 2, 2011 |title=MC Hammer Connects WireDoo For Alternative Search |first=Patrick |last=Prescott |website=Newsoxy.com |access-date=December 17, 2012 }}</ref><ref>{{cite news| url=http://latimesblogs.latimes.com/technology/2011/10/mc-hammer-wiredoo-deep-search-engine.html | work=Los Angeles Times | title=Technology | date=October 20, 2011}}</ref> However, WireDoo never left beta mode.<ref>{{cite web|url=https://www.oddee.com/item_99630.aspx|title=Boom to BUST: 10 Famous People that Went Broke|first=Steve|last=Moramarco|date=March 11, 2016 |access-date=April 11, 2022}}</ref><ref>{{cite web|url=https://www.itproportal.com/2011/10/21/mc-hammer-teases-google-rival-wiredoo/|title=MC Hammer teases Google rival WireDoo|date=October 21, 2011|website=ITProPortal|access-date=April 11, 2022}}</ref>

=== Television and film career ===
[[File:MC Hammer with Brian Solis at TC40 Party at Fluid Cropped.jpg|thumb|209px|MC Hammer in 2008]]

Hammer [[Film producer|produced]] and starred in his own movie, ''[[Please Hammer Don't Hurt 'Em#Film|Please Hammer Don't Hurt 'Em: The Movie]]'' (1990).<ref>{{cite web|url=http://www.imdb.com/title/tt0390374/reference|archive-url=https://web.archive.org/web/20160320064520/http://www.imdb.com/title/tt0390374/combined|url-status=dead|title=Please Hammer, Don't Hurt 'Em: The Movie (Video 1990) |archive-date=March 20, 2016|website=IMDb|access-date=October 10, 2019}}</ref> The film is about a rapper returning to his hometown who defeats a drug lord using kids to [[Illegal drug trade|traffic]] his product. For this project, Hammer earned a [[Grammy Award for Best Long Form Music Video]] at the [[33rd Annual Grammy Awards#Music video|33rd Grammy Awards]] (having been nominated for two).<ref>{{cite web|url=http://www.imdb.com/name/nm0358479/awards|archive-url=https://web.archive.org/web/20160104183600/http://www.imdb.com/name/nm0358479/awards|url-status=dead|title=M.C. Hammer|archive-date=January 4, 2016|website=IMDb}}</ref> He later produced ''MC Hammer: 2 Legit (The Videos)'', which included many actors and athletes.<ref>{{cite web|url=http://www.imdb.com/title/tt0474782/|archive-url=https://web.archive.org/web/20160104183601/http://www.imdb.com/title/tt0474782/|url-status=dead|title=MC Hammer: 2 Legit – The Videos|archive-date=January 4, 2016|website=IMDb|access-date=October 10, 2019}}</ref>

Hammer appeared in major marketing campaigns for companies such as [[Pepsi]], [[KFC]], [[Toshiba]], [[British Knights]] and [[Taco Bell]] during the height of his career.<ref name=rollingstone>{{cite magazine|url = https://www.rollingstone.com/artists/mchammer/biography|title=MC Hammer: Biography|magazine=[[Rolling Stone]]|archive-url=https://web.archive.org/web/20090529020812/http://www.rollingstone.com/artists/mchammer/biography|archive-date=May 29, 2009|url-status = dead|access-date=January 17, 2012}}</ref><ref name="article">{{cite web|url=http://www.pub.umich.edu/daily/1996/feb/02-08-96/arts/mc.hammer.html |publisher=Michigan Daily Online |title=article |date=February 8, 1996 |url-status=dead |archive-url=https://web.archive.org/web/20090529111349/http://www.pub.umich.edu/daily/1996/feb/02-08-96/arts/mc.hammer.html |archive-date=May 29, 2009 }}</ref><ref name="test">{{cite web|url= https://dcist.com/story/07/09/06/concert-preview-11/|title=Concert Preview: MC Hammer @ Woodrow Wilson Plaza|url-status=deviated|archive-url= https://web.archive.org/web/20090316080142/http://dcist.com/2007/09/06/concert_preview_11.php|archive-date= March 16, 2009}}</ref><ref name="Ad Rock">{{cite web |url=http://www.getkempt.com/ad-rock |title=Ad Rock {{pipe}} Kempt |website=Getkempt.com |access-date=March 31, 2010 |archive-url=https://web.archive.org/web/20100113151731/http://getkempt.com/ad-rock/ |archive-date=January 13, 2010 |url-status=dead  }}</ref>

In 1991, Hammer hosted, sang/rapped and [[Voice acting|voiced]] a [[Saturday-morning cartoon]] called ''[[Hammerman]]''. That same year, he and Bust It Productions (including [[B Angie B]], [[Special Generation (band)|Special Generation]] and Ho Frat Hoo!) appeared in concert from [[New Orleans]] on [[BET]].<ref>{{cite book|url=https://books.google.com/books?id=37sDAAAAMBAJ&q=ho+frat+ho+mc+hammer&pg=PA66 |title=Jet |via= Google Books |date=April 15, 1991  |publisher=Johnson Publishing Company |access-date=May 10, 2011}}</ref>

Hammer has made [[Cameo appearance|cameos]] and/or performed on many television shows such as ''[[Saturday Night Live]]'' (as host and musical guest), ''[[Amen (TV series)|Amen]]'' and ''[[Martin (TV series)|Martin]]''. He also made a cameo in the 1993 [[Arnold Schwarzenegger]] film ''[[Last Action Hero]]''. Hammer would also go on to appear as himself on ''The History of Rock 'N' Roll, Vol. 5'' (1995).<ref>{{cite web|url=http://www.imdb.com/title/tt0148288/|archive-url=https://web.archive.org/web/20160104183600/http://www.imdb.com/title/tt0148288/|url-status=dead|title=The Sounds of Soul|archive-date=January 4, 2016|website=IMDb|access-date=October 10, 2019}}</ref> Additionally, he has been involved in movies as an actor such as, ''[[One Tough Bastard]]'' (1996), ''Reggie's Prayer'' (1996), the [[Showtime (TV network)|Showtime]] film ''[[The Right Connections]]'' (1997), ''Deadly Rhapsody'' (2001), ''[[Finishing the Game]]'' (2007) and ''[[1040 (film)|1040]]'' (2010),<ref>{{cite web|url=http://www.imdb.com/title/tt0266449/|archive-url=https://web.archive.org/web/20160104183600/http://www.imdb.com/title/tt0266449/|url-status=dead|title=Deadly Rhapsody|archive-date=January 4, 2016|website=IMDb|access-date=October 10, 2019}}</ref> as well as a television and movie producer.<ref name="imdb">{{iMDb name|0358479}}</ref><ref name="dailyprincetonian">{{cite web |url=http://www.dailyprincetonian.com/2003/05/09/8198/ |title=New movie displays original view of Asian American films |publisher=The Daily Princetonian |date=May 9, 2003 |access-date=March 31, 2010 |archive-url=https://web.archive.org/web/20110614221536/http://www.dailyprincetonian.com/2003/05/09/8198/ |archive-date=June 14, 2011 |url-status=dead }}</ref><ref>{{cite web|url = http://www.fandango.com/mchammer/biographies/p30023|title = MC Hammer: Biography|publisher = fandango.com}}</ref><ref name="filmstew">{{cite web|url=http://www.filmstew.com/showArticle.aspx?ContentID=5620|archive-url=https://web.archive.org/web/20110606054652/http://www.filmstew.com/showArticle.aspx?ContentID=5620|url-status=dead|archive-date=June 6, 2011|title=Perseverance Leads to Better Luck Tomorrow|last=Horgan|first=Richard|website=Filmstew.com|access-date=March 31, 2010}}</ref>

Despite his financial status being publicly attacked, after meeting at the [[National Association of Broadcasters]] convention in [[Las Vegas]] in April 2001, Hammer (credited as a producer)<ref name="sing365"/> provided the much-needed funding to filmmaker [[Justin Lin]] for ''[[Better Luck Tomorrow]]'' (2002). In its first ever film acquisition, MTV Films eventually acquired ''Better Luck Tomorrow'' after it debuted at The [[Sundance Film Festival]].<ref name="filmstew"/><ref>{{cite web|url=http://www.betterlucktomorrow.com/article.php?id=38 |title=Press : Articles |publisher=Better Luck Tomorrow |date=April 11, 2003 |access-date=March 31, 2010}}</ref> The director said, "Out of desperation, I called up MC Hammer because he had read the script and liked it. Two hours later, he wired the money we needed into a bank account and saved us."<ref name="dailyprincetonian"/><ref>{{cite web |url=http://www.filmstew.com/CD2_Details.aspx?ContactID=141288 |title=Contact Details |website=FilmStew.com |date=September 30, 2005 |access-date=March 31, 2010 |archive-date=June 6, 2011 |archive-url=https://web.archive.org/web/20110606054702/http://www.filmstew.com/CD2_Details.aspx?ContactID=141288 |url-status=dead }}</ref>

Hammer appeared in two cable television movies.<ref name="answers1"/> At the age of 39, he was one of the producers for the [[VH1]] movie ''Too Legit: The MC Hammer Story'', starring [[Romany Malco]] and [[Tangi Miller]] as his wife, which aired on December 19, 2001. The film is a biopic which chronicles the rise and fall of the artist. ''2 Legit To Quit: The Life Story of MC Hammer'' became the second highest-rated original movie in the history of VH1 and broadcast simultaneously on BET.<ref name="sing365"/><ref>{{cite web|url=http://www.fandango.com/toolegit:themchammerstory_v270579/summary |title=Too Legit: The MC Hammer Story Synopsis |website=Fandango.com |date=December 19, 2001 |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100210012446/http://www.fandango.com/toolegit%3Athemchammerstory_v270579/summary |archive-date=February 10, 2010 }}</ref> "The whole script came from me," says Hammer, "I sat down with a writer and gave him all the information."<ref name="VH1 interview"/>

In 2003, Hammer appeared on [[The WB]]'s first season of ''[[The Surreal Life]]'', a reality show known for assembling an eclectic mix of celebrities to live together. He was also a [[Competitive dance#Judging|dance judge]] on the 2003 [[ABC family|ABC Family]] TV series ''[[Dance Fever (2003 TV series)|Dance Fever]]''. Additionally, he appeared on VH1's ''[[And You Don't Stop: 30 Years of Hip-Hop]]'' (2004) as well as in ''100 Greatest Songs of the 90s'' (2008), a countdown which he was also commentator on. His eldest child, A'Keiba Burrell, was a contestant on MTV's ''[[Rock the Cradle]]'' in April 2008 (which Hammer also made appearances on).

Hammer had shown an interest in having his own reality show with specific television networks at one point. Already being a part of shows for VH1 and The WB (''[[I Married...]] MC Hammer'' and ''The Surreal Life''), it was later confirmed he would appear in ''[[Hammertime]]'' on [[A&E (TV network)|A&E]] in the summer of 2009.<ref name="AE_Hammertime"/> This reality show was about his personal, business and family life.<ref>{{cite news|url = http://www.nydailynews.com/entertainment/tv/2009/02/19/2009-02-19_rapper_mc_hammer_bringing_new_show_hamme.html|title = Rapper MC Hammer bringing new show|publisher = nydailynews.com|date = February 19, 2009 | location=New York | first1=Cristina | last1=Kinon | first2=Richard | last2=Huff}}</ref><ref>{{cite web|url=http://blogs.orlandosentinel.com/entertainment_tv_tvblog/2009/02/mc-hammer-family-to-star-in-ae-reality-series-this-year.html |title=MC Hammer, family to star in A&E reality series this year – The TV Guy – Orlando Sentinel |website=Blogs.orlandosentinel.com |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20090420191547/http://blogs.orlandosentinel.com/entertainment_tv_tvblog/2009/02/mc-hammer-family-to-star-in-ae-reality-series-this-year.html |archive-date=April 20, 2009 }}</ref> The following year, Hammer appeared on ''[[Live with Kelly and Ryan#2001–2011: Live! with Regis and Kelly|Live with Regis and Kelly]]'' June 3, 2009, to promote his show which began June 14, 2009, at 10 p.m. [[Eastern Time Zone]] (EST).<ref>{{cite web|url=http://www.aetv.com/news/?id=448488 |title=A&E News – "Hammertime" premieres Sunday, June 14 at 10 PM ET/PT on A&E |website=Aetv.com |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20090526045059/http://www.aetv.com/news/?id=448488 |archive-date=May 26, 2009 }}</ref><ref name="abc5769413">{{cite web |url=https://abc7ny.com/archive/5769413/ |archive-url=https://archive.today/20130124165654/http://abclocal.go.com/wabc/story?section=news/entertainment&id=5769413&rss=rss-wabc-article-5769413 |url-status=live |archive-date=January 24, 2013 |title=This Week on Live with Regis and Kelly - 3/26/10 - New York News and Tri-State News - 7online.com |website=Abclocal.go.com |date=March 26, 2010 |access-date=March 31, 2010 }}</ref><ref>{{cite web|url=http://www.eonline.com/uberblog/b100451_ashton_trades_tweets_football_owen.html?sid=rss_topstories |title=Ashton Trades Tweets for Football; Owen & Reese Hook Up |publisher=E! Online |date=February 18, 2009 |access-date=March 31, 2010}}</ref>

In August 2008, a new [[ESPN]] ad featured Hammer in it, showcasing his single "I Got Gigs'" (from his ''[[#DanceJamtheMusic (2008–2009)|DanceJamtheMusic]]'' album).<ref>{{cite web| url = http://www.billboard.biz/bbbiz/content_display/genre/e3i999ebd327d1b0f721183807c7345daf3| title = MC Hammer Puts New Single in ESPN Commercial| publisher = billboard.com| access-date = May 16, 2009| archive-date = July 15, 2009| archive-url = https://web.archive.org/web/20090715044355/http://www.billboard.biz/bbbiz/content_display/genre/e3i999ebd327d1b0f721183807c7345daf3| url-status = dead}}</ref><ref>{{cite web|url = http://www.musicheatxl.com/index.php?option=com_content&view=article&id=339:too-legit-to-quit-mc-hammer-goes-another-round-with-new-album&catid=1:latest&Itemid=41|archive-url = https://web.archive.org/web/20200803212340/http://www.musicheatxl.com/index.php?option=com_content&view=article&id=339:too-legit-to-quit-mc-hammer-goes-another-round-with-new-album&catid=1:latest&Itemid=41|url-status = dead|archive-date = August 3, 2020|title = Too Legit To Quit? MC Hammer Goes Another Round With New Album| publisher = musicheatxl.com}}</ref> The commercial was for ''[[Monday Night Football]]'''s upcoming football season.<ref name="' + message@fromScreenName + ' says"/> This is not the first commercial in more recent years that Hammer has been in, or his songs/raps/dancing was used for and included in such as [[Lay's]], [[Hallmark Cards]], [[Purell]], [[Lysol]], [[Nationwide Mutual Insurance Company]], and [[Citibank]]. On February 1, 2009, Hammer and [[Ed McMahon]] were featured in a [[Super Bowl XLIII]] commercial for [[Cash4Gold]].<ref>{{cite web|url=http://www.bestweekever.tv/2009/01/30/superbowl-ad-wizards-ed-mcmahon-mc-hammer-get-cash-4-comedy-gold/ |title=Super Bowl AD Wizards Ed McMahon MC Hammer Get Cash 4 Comedy Gold |website=Bestweekever.tv |date=January 30, 2009 |url-status=dead |archive-url=https://web.archive.org/web/20090609205303/http://www.bestweekever.tv/2009/01/30/superbowl-ad-wizards-ed-mcmahon-mc-hammer-get-cash-4-comedy-gold |archive-date=June 9, 2009 }}</ref>

In addition to appearing in television commercials, Hammer's music has also been used in television shows and movies, especially "[[U Can't Touch This]]" during: ''[[The Fresh Prince of Bel-Air]]'' (1990), ''[[Hot Shots!]]'' (1990), ''[[The Super (1991 film)|The Super]]'' (1991), ''[[Doogie Howser, M.D.]]'' (1992), ''[[Don't Be a Menace to South Central While Drinking Your Juice in the Hood]]'' (1996), ''[[Kung Pow! Enter the Fist]]'' (2002), ''[[Charlie's Angels: Full Throttle]]'' (2003), ''[[Into the Wild (film)|Into the Wild]]'' (2007), ''[[Tropic Thunder]]'' (2008), ''[[Dancing with the Stars]]'' (2009), ''[[Glee (TV series)|Glee]]'' (2010) and many more. Additionally, "This Is What We Do" was a 1990 track by Hammer (featuring [[B Angie B]]) for the ''[[Teenage Mutant Ninja Turtles (1990 film)|Teenage Mutant Ninja Turtles]]'' film and [[Teenage Mutant Ninja Turtles: The Original Motion Picture Soundtrack|soundtrack]]. Tracks "That's What I Said" and "[[Feel My Power]]" were used for the ''[[Rocky V]]'' film and [[Rocky V (album)|soundtrack]]. Some examples of other raps by Hammer used in movies and television were: "[[Addams Groove]]" (''[[The Addams Family (1991 film)|The Addams Family]]''), "[[Pray (MC Hammer song)|Pray]]" (''[[License to Wed]]''), "[[2 Legit 2 Quit]]" (''[[Hot Rod (2007 film)|Hot Rod]]''), "I Got It From The Town" (''[[The Fast and the Furious: Tokyo Drift]]''), "Help Lord, Won't You Come" (''[[Kingdom Come (2001 film)|Kingdom Come]]''), "Let's Go Deeper" (''[[Beverly Hills, 90210]]'') and "Straight to My Feet" (''[[Street Fighter (1994 film)|Street Fighter]]'').

Along with [[Betty White]], Hammer was a voice actor on the September 17, 2010, episode of ''[[Glenn Martin, DDS]]'' called "[[List of Glenn Martin, DDS episodes|Step-Brother]]".<ref>{{cite web|url=https://www.tvguide.com/tvshows/glenn-martin-dds/298334 |title=Glenn Martin, DDS Episodes – Glenn Martin, DDS Season 2 2011 Episode Guides – Watch Glenn Martin, DDS Episodes from Nickelodeon |website=TV Guide |access-date=May 10, 2011}}</ref> In 2016, MC Hammer appeared as himself in an episode of ''[[Uncle Grandpa]]'' on [[Cartoon Network]]. In June 2017, Hammer appeared during ''[[Beat Shazam]]'' on [[Fox Broadcasting Company|Fox]].<ref>{{Cite web|url=https://www.tvinsider.com/250502/beat-shazam-mc-hammer-jamie-foxx |title=Beat Shazam – MC Hammer – Jamie Foxx |website=TV Insider |date=June 22, 2017 |access-date=June 21, 2022}}</ref> Hammer has most recently been a spokesman for [[3M|3M Command Strips]] and [[Starburst (candy)|Starburst]].<ref>{{cite web|url=https://www.mediapost.com/publications/article/274469/new-mc-hammer-does-a-juicy-raindance-for-starbu.html|title=NEW! MC Hammer Does A 'Juicy Raindance' For Starburst|website=Mediapost.com|access-date=October 10, 2019}}</ref> In September 2020, Hammer appeared on ''[[The Greatest AtHome Videos]]'' via [[Zoom (software)|Zoom]].<ref>{{Cite web|url=https://abcnews.go.com/Lifestyle/coach-viral-dancing-mc-hammer-surprised-rapper/story?id=49475196 |title=Lifestyle coach viral dancing surprised rapper MC Hammer |website=ABC News |access-date=June 21, 2022}}</ref><ref>{{Cite web|url=https://www.huffpost.com/entry/football-coach-mc-hammer-dance-moves_n_58efa441e4b0da2ff85ee324 |title=Football coach – MC Hammer dance moves|website=Huffington Post |date=April 13, 2017 |access-date=June 21, 2022}}</ref><ref>{{Cite web|url=https://www.tvguide.com/tvshows/the-greatest-athome-videos/episodes-season-1/1000807201 |title=The Greatest AtHome Videos – Season 1 |website=TV Guide |access-date=June 21, 2022}}</ref>

=== Dancer, choreographer and entertainer ===
Hammer's [[History of hip hop dance#Social dancing|dance style]] not only helped pave the way for the [[San Francisco Bay Area]] movement called [[hyphy]],<ref>{{cite web|url=http://www.fandango.com/ghostridethewhip:thehyphymovement_v450499/summary |title=Ghostride the Whip: The Hyphy Movement |format=Synopsis |website=Fandago.com |url-status=dead |archive-url=https://web.archive.org/web/20090528215729/http://www.fandango.com/ghostridethewhip%3Athehyphymovement_v450499/summary |archive-date=May 28, 2009 }}</ref> but also helped to bring hip-hop and rap to the Bay Area. With his popular trademark [[Hammer pants]], one phenomenal difference from Hammer versus other performers during his heyday was that he was an entertainer, both during live shows and in music videos. His flamboyant dancing was as much a part of his performances as rapping and musical instruments were. With high-energy dance routines, he is often considered one of the greatest dancers. While adding his own techniques, Hammer adopted styles from [[James Brown]] and [[Nicholas Brothers]] such as the [[splits]], as well as feverishly choreographed dance routines including [[Split leap|leaps]] and [[slide (dance)|slides]]. His creation of such dances as the "Hammer dance"<ref>{{cite web|url=http://dancejam.com/dances/hammerdance |title="Hammerdance" – Dancejam|url-status=dead |archive-url=https://web.archive.org/web/20111118105354/http://dancejam.com/dances/hammerdance |archive-date=November 18, 2011 }}</ref> (or the "typewriter dance") and "the bump" from "[[U Can't Touch This]]", as well as the "[[Running man (dance)|running man]]" and the "butterfly", made his flashy and creative dance skills unlike any others at the time.<ref>{{Cite web|url=https://www.fastcompany.com/90450737/mc-hammers-breakout-smash-u-cant-touch-this-is-30-years-old-the-inside-story-of-its-iconic-video |title=The inside story of M.C. Hammer's "U Can't Touch This" music video |website=[[Fast Company]] |date=January 13, 2020 |access-date= June 23, 2022}}</ref>

Hammer's [[Showmanship (performing)|showmanship]] and elaborate stage [[choreography]] (involving fifteen dancers, twelve backup singers, seven live musicians and two disc jockeys), gave him a powerful visual appeal. Hammer was the first rap artist to put together a choreographed show of this type, and his visual flair attracted heavy airplay for his videos on MTV, which at the time had a predominantly white viewership that had aired little rap music before Hammer.<ref name="answers1"/>

During a 1990 visit from Hammer (accompanied by his friend [[Fab Five Freddy]]) on ''[[Yo! MTV Raps]]'', one of the dancers whom Hammer was holding auditions for was then-unknown [[Jennifer Lopez]]. At the height of his career, Hammer had his legs insured for a substantial amount of money (into the millions), as mentioned in an interview by [[Maria Shriver]] in 1990.<ref>{{cite web|url=https://www.mcall.com/news/mc-xpm-1990-09-27-2751161-story.html|title=LOCAL INTERVIEW WITH RAP STAR IS WORTH THE WAIT FOR SHRIVER|website=The Morning Call|date=September 27, 1990 |access-date=April 11, 2022}}</ref> He later suffered an injury to his knee that halted his dancing career for a period of time.<ref name="connectionmag">{{cite web|url = http://www.connectionmagazine.org/archives_old/mchammer.htm|title = MC Hammer|publisher = connectionmagazine.org}}</ref> Eventually, [[BET]] ranked Hammer as the 7th Best Dancer of All Time.<ref name="BETmediaroom"/> Some of Hammer's entourage, or "posse" as he called them, were also trained/skilled dancers (including Tiffany Patterson). They participated in videos and at concerts, yet too many dancers and band members eventually contributed to Hammer's downfall, proving to be too much for him to finance.<ref name="dabelly"/>

Hammer stayed active in the dance media/genre, both on television shows and as co-founder of DanceJam.com (which showcased dance competitions and instructional videos on all the latest dance styles) until he and his partner [[Geoffrey Arone]] sold it to Grind Networks.<ref name="popmech"/> Well known for bringing choreography to hip-hop, many of his dancing skills can still be seen on dance-focused and social networking sites. "Dance is unlike any other social medium. It's the core of our culture", Burrell told ''[[Wired (magazine)|Wired]]''.<ref name="bet1"/>

In addition to his websites and Internet presence,<ref name="techcrunch"/> Hammer has also appeared demonstrating much of his dancing abilities on talk shows such as ''[[The Arsenio Hall Show]]'', ''[[Soul Train]]'', ''[[Late Night with Conan O'Brien]]'' (performing [[List of Late Night with Conan O'Brien sketches#Celebrity Secrets|O'Brien's famous]] "[[String dance#Monologue digressions|string dance]]" together as well), ''[[The Ellen DeGeneres Show]]'' and ''[[The View (talk show)|The View]]''. Hammer was also a [[Competitive dance#Judging|dance judge]] on ''[[Dance Fever (2003 TV series)|Dance Fever]]''. On June 3, 2009, he performed his "Hammer dance" on ''[[Live with Kelly and Ryan#2001–2011: Live! with Regis and Kelly|Live with Regis and Kelly]]'' with [[Will Ferrell]] as co-host.<ref name="abc5769413"/><ref name="ae-hammertime">{{cite web|url=http://www.aetv.com/news/?tag=Hammertime |title=News |website=Aetv.com |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100507031753/http://www.aetv.com/news/?tag=Hammertime |archive-date=May 7, 2010 }}</ref><ref>{{cite web|url=http://regisandkelly.go.com/guest_guide.html |title=Live with Regis and Kelly – Guest Guide |website=Regisandkelly.go.com |access-date=March 31, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20100212210358/http://regisandkelly.go.com/guest_guide.html |archive-date=February 12, 2010 }}</ref>

While Hammer may have challenged and competed with [[Michael Jackson]] during the height of his career, they were friends, proven by a phone call Hammer had with Jackson about his "Too Legit to Quit" video which he shared on ''[[The Wendy Williams Show]]'' in July 2009. Hammer wanted to ensure he was not offended by the ending of the video where a purported Jackson (seen only from behind) does the "2 Legit 2 Quit" hand gesture with his famous glove.<ref name=spudart/><ref name="wendyshow"/> They also appeared together at the funeral service for James Brown in 2006, where Hammer danced in honor of the "[[Honorific nicknames in popular music|Godfather of Soul]]".<ref name="MTV-brown_james"/> After Jackson's death, Hammer posted his remembrance and sympathy of the superstar on Twitter. Michael's friend and fellow pop culture icon Hammer told [[Spinner (website)|Spinner]] that, "now that the "King of Pop" has passed, it's the duty of his fans and loved ones to carry Jackson's creative torch." He went on to say, "Michael Jackson lit the fuse that ignited the spirit of dance in us all. He gave us a song and a sweet melody that will never die. Now we all carry his legacy with joy and pride."<ref>{{cite web |url=http://www.spinner.com/2009/06/26/mc-hammer-remembers-his-friend-michael-jackson/ |title=MC Hammer Remembers His Friend Michael Jackson |publisher=Spinner |date=June 26, 2009 |access-date=March 31, 2010 |archive-date=March 7, 2012 |archive-url=https://web.archive.org/web/20120307213118/http://www.spinner.com/2009/06/26/mc-hammer-remembers-his-friend-michael-jackson/ |url-status=dead }}</ref>

In 2022, [[Bobby Brown]] claimed he started wearing the "[[Hammer pants|diaper pants]]" that Hammer altered and made famous, on his [[A&E (TV network)|A&E]] show ''[[Bobby Brown#Acting and television career|Bobby Brown: Every Little Step]]''.<ref>{{Cite web|url=https://www.tiktok.com/@aetv/video/7106584143915470122 | title=And #BobbyBrown presents to you: Diaper Pants! |website=[[TikTok]] |access-date=June 23, 2022}}</ref> However, Brown wore a less sagging variation during some concerts and in music videos, such as "[[My Prerogative]]" (1988) and "[[Every Little Step]]" (1989).<ref>{{cite web | url=https://www.theodysseyonline.com/moves-80s | title=Moves from the 80's | date=27 June 2016 | access-date=June 23, 2022}}</ref><ref>{{cite web | url=https://rickeysmileymorningshow.com/2852861/bobby-browns-most-trendsetting-style-moments/ | title=Bobby Brown's Most Trendsetting Style Moments | date=26 May 2022 | access-date= June 23, 2022}}</ref>