Due to Joe Buddens ever growing online popularity he has attracted the attention of Geoffrey Hull, owner of Carlyle Motor Club (CMC). CMC is a luxury leasing company specializing in serving stars and main-street consumers. Geoffrey picked Buddens to represent CMC in its commercials because, "Joe Budden has a massive internet presence and because our campaign is based primarily on viral marketing, it is our belief that his web presence coupled with our viral strategy is perfect."