When MC Hammer declared himself a YouTube-killer earlier this year, most people simply laughed. But now another rapper, Ice Cube, is making a similar play, albeit with less hyperbole.

Ice Cube, who once thrilled hip-hop fans as a member of N.W.A. and has since gone on to become a Hollywood star, spoke with BrandWeek about his latest venture -- an online video community that blends professional work with user-generated content.

Dubbed U View Network Television (UVNTV), the venture will feature an array of programming that includes videos, music and TV shows. Fellow rappers Snoop Dogg and Sean Combs are among those who have agreed to join Ice Cube's digital empire. But the rapper turned media mogul has attracted more than just star power. UVNTV has partnered with Microsoft's Silverlight 1.0 technology. The site has also begun to attract top-shelf advertisers like Target.