It's becoming quite a trend for Hip Hop and R&B artists to lend their creative direction to brands. In the past few months we've seen Joey Bada$$, Alicia Keys, and Swizz Beatz all given the title of creativce director at various companies. Lupe Fiasco, who seems an unlikely businessman, is now joining the ranks of his peers, and entering the entrepreneurship game.

Lupe is linking up with Wrapports founder Michael Ferro to launch a new health and wellness App called Higi. The app reportedly “calculates a Klout-like score (ranging from 1 to 999) that combines body vitals like blood pressure and weight and gives extra weight to wellness metrics like social interaction and community involvement.” While currently only available for iOS, Higi will be available at Shop Rite and Kmart sometime this year.

Lupe, who launched the app at SXSW in Austin yesterday, spoke of the benefits of the app:

“When I first checked in I was 160 [pounds] and my score was something like 760. I checked in today, and I was 155, but even though I lost 5 pounds I wasn’t active in my social activity enough and my blood pressure was a little high… It shows you how weight and wellness aren’t the same thing. You can be super fit and super depressed because you’re not interacting with your social network. You could work out and work out, but that doesn’t really translate to how happy you are in life. You could be at home super happy, super comfortable, just logging in to your computer all day, but your body is paying for it.”

Watch an interview with Lupe about the product below. [via]