Beyonce mr carter lyrics
Jay benefits from the organizational support and distribution reach of LVMH, a global behemoth.The partnership also deepens the relationship between the rapper and LVMH, which teamed with Rihanna in 2019 to create the Fenty fashion line. He’s one of the people who helps decide who gets in the room. LVMH trades in a currency most rappers can only rap about. The LVMH deal is an even bigger win for Jay. “I sell ice in the winter, I sell fire in Hell/I am a hustler, baby, I’ll sell water to a well” After all, the “M” in “LVMH” stands for “Moet,” a French champagne brand founded in 1743. It’s why legacy brands want to get into business with Hova-even if they’re already in that business. His younger fans, meanwhile, appreciate his business acumen and civil rights activism, both seen as admirable uses of a global platform in an increasingly polarized world. The older end of that spectrum has been riding with Jay since the mid-90s when he became a rap force through his debut album, Reasonable Doubt. He’s rap’s version of Midas.īy acquiring Armand de Brignac, LVMH is buying into Hova’s success and something else Jay Z has in spades: an ability to reach an audience that stretches from 18 to 54, a remarkably wide range whose spending power can’t be ignored. Today, anything Jay touches instantly turns to gold, including champagne. In all cases, his restraint pays dividends. Guest features on songs from other artists are increasingly rare. He judiciously selects his media appearances. Although he appears to be everywhere at once, he’s actually more exclusive than he’s been in years. The secret to Jay’s influence is his omnipresence. As a pop culture institution, he’s an icon that towers over everyone not named Beyoncé. As a businessman, he’s routinely mentioned in the same breath as visionary tech leaders. As a rapper, he’s top-shelf, viewed as the Greatest of All Time by many. Today, Jay Z is known as a master of all those things. On “Can’t Knock The Hustle,” for instance, the Brooklynite buys three full-loaded BMWs, boasts that his Vitamin D is on Don Juan DeMarco levels, spells out his plans to acquire assets and brags about his Godfather flow. When he entered the rap game in earnest in ’96, Jay fancied himself spending money and living lavishly, while simultaneously presenting himself as a superhero on the mic. Introduced through his mentor Jaz in 1989, Jay Z was willing a future for himself with his cashmere thoughts. It’s as true today as it was when Hova came of age in the ‘80s and ‘90s. Both literally and figuratively, LVMH represents the aspirations of rappers. Each one represents class, wealth, prestige and exclusivity in its own way. LVMH is comprised of 75 houses including Louis Vuitton, Fendi, Dior and Givenchy. – “U Don’t Know” from 2001’s The Blueprint “Put me anywhere on God’s green Earth/I triple my worth”