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Joe Blk was always capable of captivating whoever was in his company. This being said, it was a no-brainer that he would be the central core of a group of his peers. Having been the male role model in the home, Blk, as he liked to be called, recognized the need for all of these young brothers to “belong”. He recognized the fact that hanging out, partying, chasing skirts and traveling together were just small fractions of who they were, and what they meant to each other. So in 1997, the Immortal Icemen were born. This was fam. Blk created the Ice Scriptures as by-laws the Icemen were to live by. The theme of love, family and determination resonated throughout. Prominently tattooed on their arms are the quotations: Money can’t change me, my love for my family motivates me, this world can’t break me, God protects me … Ice in my veins, no fear in my blood, my family in my heart therefore I am my brother’s keeper. As time went on, the Immortal Icemen started coming into manhood. Each with his own story; each started doing his own thing. A combination of the different personalities, styles, and backgrounds created kaleidoscope of talents, ranging from designing, party promotions, marketing and music production. In 1999, the Icemen designed t-shirts showcasing their logo and scriptures for the first time under Icemen clothing, but they were still just “repping” as a family. Blk, as usual, seeing the bigger picture, incorporated in 2001. He felt it was time for his vision to come to life – the music, the clothing and the casting. Icelife Brand. – the conglomerate. Once incorporated, Icelife took off running. Focusing on exposing the Icelife brand nationally, Joe Blk immediately embarked on a campaign to have their faces seen by the masses. Individually went on to be featured in numerous videos with artists such Angie Stone and Amerie. They also appeared in Talib Kweli’s The Blast, Sean Paul and Busta Rhymes Make It Clap, Ghostface’s Chez Chez La Ghost, and the list goes on and on. Blk starred in Kia’s video, My Neck, My Back. After establishing many rewarding relationships in the video industry Icelife was able to provide casts for many other videos as well. All the while under the Icelife, umbrella. As Icemen clothing, currently known as ILLA, started growing, it was only natural that the Immortal Icemen walk their own runways. They have produced and starred in many fashion extravaganzas. So it goes without saying Icelife has thrown some of the hottest events the music and entertainment industry has seen in awhile.