Juicy Vee is a rapper, entrepreneur, and TV mega-star under long-term contract with New Light Media. He is world famous both for his music and for his TV shows which often garner audiences in the tens of millions.
On Incorporation Day, 2111, Juicy Vee was assassinated on top of New Light Media tower, just outside the Korova Milk Bar, after the holiday fireworks show, by a group calling themselves The Black Tide.