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Over the past 7 years, we've seen Justin Timberlake just about everywhere - on Saturday Night Live, on the big screen, on the cover of People magazine with his new Hollywood bride.
But where Timberlake hasn't been, until recently, is inside a recording studio.
The New York Times speculated that he only recorded his latest album "The 20/20 Experience" to fulfill his contract with RCA.
Timberlake and his fellow pop brethren are all multi-tasking millionaires. What remains unclear is whether it's the music propping up their side-jobs or the other way around.
Superbowl superstar Beyonce sells records, and her live shows bring in some serious cash. But a big chunk of her $300 million net worth comes from her endorsement deals with Pepsi, L'oreal, and Amex.
Husband Jay-Z pulls half-a-billion-dollar fortune was made mostly on his Rocawear clothing line. His new investment in the Brooklyn Nets also seems likely to pay dividends.
From Grammy winner and Weight Watcher guru Jennifer Hudson, to Mariah Carey and Nikki Minaj, who landed television gigs on American Idol, it seems few of today's top recording artists rely on their music alone. They are instead riding the wave of their brand.
Which might explain why Timberlake's new album, which isn't exactly getting a warm reception from critics, is still expected to debut at number one.