Derek Ferguson is the CFO of Bad Boy WorldWide Entertainment Group, and he is looking into the crystal decanter for future revenue streams at the house that P. Diddy/Puff Daddy/Mr. J.Lo built.

“Music is so powerful that we’re looking for other ways to monetize the medium,” says Ferguson. Indeed, the surprise impact of hit songs like “Pass The Courvoisier” has not been lost on companies desperate to reach the lucrative youth and urban markets (sales of the cognac jumped after the song’s release).

“We are definitely leveraging the acts that sponsors are interested in,” he continues, describing how Apple paid to have its iPod placed in a P. Diddy music video and displaying a CD that features Sprite’s brand name in the liner notes. “Some extremists think that recorded music will be free in ten years,” he comments. “Companies will make money by selling sponsorship around the content.”