Yankee's $20 million contract with Interscope Records, and his Pepsi endorsement. During this period, Daddy Yankee and William Omar Landrón (more commonly known by his artistic name Don Omar) were involved in a rivalry within the genre, dubbed "tiraera". The rivalry received significant press coverage despite being denied early on by both artists. It originated with a lyrical conflict between the artists begun by Daddy Yankee's comments in a remix single, where he criticized Landron's common usage of the nickname "King of Kings". Don Omar responded to this in a song titled "Ahora Son Mejor", in his album Los Rompediscotecas. 2007–2009: El Cartel: The Big Boss and Talento De Barrio El Cartel: The Big Boss was released by Interscope on June 5, 2007. Daddy Yankee stated that the album marked a return to his hip-hop roots as opposed to being considered a strictly reggaeton album. The album was produced in 2006, and included the participation of will.i.am, Scott Storch, Tainy Tunes, Neli, and personnel from Daddy Yankee's label. Singles were produced with Héctor el Father, Fergie, Nicole Scherzinger and Akon. The first single from the album was titled "Impacto", and was released prior to the completion of the album. The album was promoted by a tour throughout the United States, which continued throughout Latin America. He performed in Mexico, first in Monterrey, where 10,000 attended the concert, and later at San Luis Potosí coliseum, where the concert sold out, leaving hundreds of fans outside the building. Daddy Yankee performed in Chile as well, and established a record for attendance in Ecuador. He also performed in Bolivia, setting another record when 50,000 fans attended his Santa Cruz de la Sierra concert. This show was later described as "the best show with the biggest attendance in history" and as "somehappy that his album had sold more than those of Juan Luis Guerra and Juanes, and that this was an "official proof that reggaeton's principal exponent defeated the rest of the genres". Between 2007 and 2008, Daddy Yankee made several guest appearances in famous reggaeton compilation albums including Caribbean Connection, Echo Presenta: Invasión, Mas Flow: Los Benjamins, and 20 Number 1's Now. He appeared on the 2008 Rockstar Games' video game Grand Theft Auto IV as the DJ of Radio San Juan Sounds, with spanglish lines. The radio includes reggaeton songs from Daddy Yankee's colleagues, like Wisin & Yandel, Héctor el Father, Tito