STARTUP

MC Hammer Launches Search Engine

The entertainer-turned-entrepreneur says he hangs out with 'young upstarts' and gets ideas. This is one of them.

Jim Steinfeldt/Michael Ochs Archives/Getty Images

2 LEGIT MC Hammer performing at the Met Center in Bloomington, Minnesota on September 23, 1990.

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MC Hammer hasn't had a hit in nearly 20 years, but he's hoping his next one is going to be search technology.

The entertainer-turned-entrepreneur, whose birth name is Stanley Burrell, Wednesday demonstrated his latest project, a search engine called WIREDoo. He was at the Web 2.0 Summit in San Francisco. WIREDoo's special sauce is, as Burrell called it, "deep search" and "relationship search." Translation: A search of a particular ZIP code might also come with information relating to schools, homes, information on the community, shopping, and the crime rate. Click on schools and you'll get SAT scores, truancy rates and more. Click truancy and up comes expulsion and suspension rates. CNET has already pronounced it "the little engine that could go far." 

Perhaps in deference to Google co-founder Sergey Brin, who was in the audience, Burrell said the technology isn't designed to replace existing search, but to add value. 

How did the king of harem pants end up an aspirant to Google's throne? He's a Bay Area native who lives in San Francisco and hangs out with young CEOs. "I spend a lot of time with young upstarts," Hammer told the presenter.

He said he'd started building and investing in technology start-ups because of the potential for huge returns. "No one is paying for singles anymore," he said. 

Is it Hammertime again? Search him. (Check out his presentation here.) 

 

 

Last updated: Oct 20, 2011

COURTNEY RUBIN

Inc. contributing editor Courtney Rubin was for five years a London-based staff writer for People magazine. Rubin, a former senior writer for Washingtonian magazine, has written for the New York Times magazine, Time, Marie Claire, and other publications. She is the author of The Weight-Loss Diaries.




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