Most Creative People 2010: #11 Jay-Z

"I'm not a businessman, I'm a business, man," Jay-Z rapped on Kanye West's 2005 "Diamonds From Sierra Leone." He has backed up the boast: Jay-Z, 40, is co-brand director for Budweiser Select; he sold his Rocawear clothing company for $204 million yet retains creative interest; after resigning as Def Jam president (he signed West and discovered Rihanna), he started his own label, Roc Nation, in partnership with Live Nation, an unprecedented "360" deal reported at $150 million.