Produced by DJ Premier, it’s Jay’s dissertation on how he’ll remain “street” to the end of his days, rocking a doo-rag, talking shit, and “bringing guns to the GRAMMY’s.” Hova oozes confidence here, as his cadence mimics the stuttering piano and guitar sample from Ennio Morricone’s soundtrack to Le Ruffian. “So Ghetto” functions as Jay-Z’s mission statement for the album. 3 is at its strongest when Jigga keeps things grimy. He had the ability to bring out the best in commercially friendly producers and “real” hip-hop icons with his rhymes.įor the most part, Vol. He found a way to navigate his career in such a way that he was able to make his core audience and the wider population enjoy his music. Jay-Z is arguably the best at finding a way to walk the line between street hip-hop champion and widespread accessibility. Word has it that this was a coordinated effort by the label to end the 20th century and begin the 21st with #1 charting albums. The plan paid off, and Jay’s release remains one of the strongest of his career. In back-to-back weeks, they dropped DMX’s …And Then There Was X and Vol. Its release was part of and end-of-year/decade/century/millennium push by Def Jam Records. 3 was a massive commercial success, ultimately garnering a triple platinum certification. Released 20 years ago, Jay used the album to show that while his music might be played on the radio and in the clubs, his success was still defined on his own terms.Įven with early bootlegging of the album (more on that later), Vol. 2 brought him, it was clearly important for Jay to remind people that he wasn’t going to let his fame change him. The album is certified five times platinum and “Hard Knock Life” and “Can I Get a…” remain two of his most iconic singles.īut with all the success that Vol. 2: Hard Knock Life (1998), which is still the most successful album of his career. Jay-Z found himself at a similar crossroads two decades ago, in the wake of In My Lifetime Vol. The message is always clear: even if he’s not on the corners in Brooklyn pushing weight, he’s never forgotten where he came from. Just last month he was photographed with another underground superstar, the elusive Mach-Hommy. He signed current East Coast hip-hop heroes Griselda to Roc Nation management. He’s rarely photographed without wearing a Yankee hat over his mop of short dreads. Jay-Z is indeed a business, man.īut even now, as one of hip-hop’s first billionaires, Jay-Z makes efforts to remind everyone that he’s still the same guy that grew up in Brooklyn’s Marcy Projects. In August, the NFL announced a deal with Roc Nation to “enhance the NFL's live game experiences and to amplify the league's social justice efforts.” And yes, he’s married to arguably the biggest pop star of the current millennium. He founded Roc Nation, a major entertainment umbrella that operates a record label and has its arms in music management, sports management, film, and concert promotion. He’s helped push TIDAL, one of the major music streaming services available. He’s spent time as a minority owner of the NBA’s Brooklyn Nets franchise. Jay-Z has recorded an impressive catalogue, both artistically and commercially. Few, if any, rappers have achieved the level of success, fame, and wealth that he has earned. Carter, originally released December 28, 1999.Īs the 2010s come to a close, Shawn “Jay-Z” Carter is in a rarified air. Happy 20th Anniversary to Jay-Z’s fourth studio album Vol.
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