MC Hammer is a hustler at heart. After his rap career petered out, Hammer tried his hand at Thoroughbred racehorses, mixed martial arts, books, and, now, technology. The Oakland native's first digital venture was DanceJam.com, a website devoted to dancing videos. After that fizzled out Hammer moved on to WireDoo, a "deep search engine" that will take a different approach to web search by conducting what Hammer referred to as "relationship searches". The venture, which was announced at the 2011 Web 2.0 Summit, is still in the private with no known launch date.