Music legend and Apple executive Dr. Dre is one of the latest celebrities to accept the ALS Ice Bucket Challenge and increase awareness of Lou Gehrig’s Disease. The Beats Audio co-founder took a bucket of ice water to the dome and didn’t even flinch in a video that’s a sight to behold.
Dr. Dre was challenged by Apple CEO Tim Cook last week when Cook himself underwent the challenge. Cook, who had been challenged by Apple marketing executive Phil Schiller, got doused during a Diversity Week beer bash. Cook then nominated Dr. Dre, Disney’s Bob Iger, and musician Michael Franti.
As we see in the video, Dre doesn’t flinch for a second when the cold water comes crashing down. He does, though, let on that it had some effect on him.
“I gotta admit,” Dr. Dre says, “it was a little bit shocking.”
Dr. Dre went on to nominate rap luminaries Eminem, Snoop Dogg, and Kendrick Lamar to be the next participants in the challenge. All three of those stars owe at least some of their fame to Dr. Dre, as Dre did production and promotional work for all of their breakout albums.
The ALS Ice Bucket Challenge is the hottest new trend on the Internet, and it is aimed at increasing awareness of amyotrophic lateral sclerosis, also known as Lou Gehrig’s Disease. Upon being nominated, participants are expected to complete the challenge within 24 hours, after which they can nominate more people of their own choosing. Dr. Dre took nearly a week to accept Tim Cook’s charge, but it’s likely that he donated money to the ALSA charity as well.
Dr. Dre might not have had the free time to complete the challenge, considering the likely heavier workload he’s had since Apple snapped up Beats Audio in a $3 billion acquisition earlier this year. Dre and Beats co-founder Jimmy Iovine were brought on as Apple executives, and the two are reportedly in charge of restoring Apple’s “cool factor.” Dre is also said to be working on Kendrick Lamar’s next album, as well as any number of other projects.
Also, the video might have taken a bit of time to set up, as it’s got a bit higher production value than do most challenge videos. Notice the Beats branding in the upper right corner while Dre gets soaked. Also, the whole pulley contraption that dumps the water. And the slow-mo replay. Dre is reportedly a perfectionist, so it often takes him a while to get something done. When it gets done, though, you’ll know it was a Dr. Dre production.
Now, if only there was a Hurry Up and Release Detox Challenge.