By  on April 7, 2009

In one of the most unusual deals in the glitzy annals of celebrity licensing, Shawn “Jay-Z” Carter, Rihanna and Kanye West are entering into a relationship with Parlux Fragrances Inc. that departs dramatically from the licensing norm.

The hip-hop stars, along with an unidentified “well established” female artist, are becoming partners with the Fort Lauderdale, Fla.-based firm through a deal with Iconic Fragrances LLC, a firm in which Jay-Z is a major principal and Rihanna and West are licensees.

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