New York City is the backdrop for this reality series that tests the business acumen and street credibility of 16 contestants as they vie to become The Ultimate Hustler. The series puts these self-proclaimed entrepreneurial businessmen and women through the ultimate hip hop "mogul-in-training" program, led by the most "cake-aholic" mogul in the industry, Damon Dash, and his multi-billion dollar empire. The candidates will be immersed in NY's fast lane of hip-hop corporate business ethics and be tested on their work ethic, problem solving abilities, ability to master the art of hip-hop culture and style, communication skills, and ability to keep pace with the man who rarely sleeps. This is the ultimate Damon Dash boot camp.
The winner will receive a Mogul Pak that will include the opportunity to develop the winning travel with Damon Dash as he jet sets around the world to promote his empire, a fully-loaded Jeep Commander and a myriad of electronic gadgets and bonus perks that turn the winner's into a true "mogul" (portable gadgets, floor seats to a major sporting event, etc.). The winner will also work within the Dash empire on his/her winning concept.