Per IR, New Age didn't find Flavor Flav; Flavor Flav found New Age.
Flavor Flav = Noo Booyyyy!
Guess a guy whose wiki page details a $2,600 / day crack habit at the height of his addiction (~$950K / year) doesn't project the healthy lifestyle New Age is looking for. I don't even think Keith Richards could withstand such drug abuse.
Guess the expectation going forward is looking for more current (sorry BizMarkie) and CGregsonFit-types that promote a healthy lifestyle. Probably something closer to that price range, too; not Kobe Bryant / Body Armor pay scales.