Following the deaths of hip-hop's biggest superstars it was hard to follow the acts of those two legends, so Hip-Hop began taking a more diversified path. Hip hop needed a new look and sound to help move hip hop into new audiences around the world. Jay-Z emerged as one of the most popular and successful rappers of the late 1990s and early 2000s who's ability was to blend street tales into popular hip-hop sound. Creating the Roc-A-Fella records, he became one of the most respected rappers and business minds.
Jay-Z was born Shawn Corey Carter, on December 4, 1969 and was raised in the Marcy Projects of Brooklyn, New York.
As a youth he met a young Christopher Wallace who grew up to be the notorious BIG, and Jay-Z who became his partner in rhyme. He was caught up in drugs early in his life, in the now infamous Marcy projects. He started recording at Jazz's house and featured on several of Jazz's tracks early on, which began his popularity as an artist.
In 1996 Jay-Z co-founded Roc-A-ella Records with partners Damon Dash and Harem "Briggs" Burke. Under the roc-a-fell label he released his debut album Reasonable doubt, with beats from popular producers like DJ Premier and DJ Clark Kent and appearances by his friend Notorious BIG. At this point Jay was slowly positioning himself for the #1 spot. Despite not selling that many albums, Reasonable Doubt is considered a Street classic. Jayz is one of the first MC's to write about a life of a drug dealer.
Following the deaths of 2pac and Biggie the #1 spot was open for Jay-z to take.
It came time for the follow-up album. In My Lifetime, Vol. 1, expectations were high (even more so with a new distribution deal with Def Jam). Even with the help of some impressive production the album did not sell very well in mainstream.
His third album Vol. 2: Hard Knock Life spawned the biggest hit of his career at the time selling 5 million copies finally receiving mainstream acceptance.
Thus starting The Hard Knock Life tour with other major artists.
In 1999 Jayz and his partners started RocaWear clothing line which started as hooded sweatshirts and baggy jeans. Now the clothing has grown up just like the hip hop culture into button-ups and crisp jeans.
Later in 1999 he began launching his new acts under his label Dj Clue, Beanie Sigel, and Memphis Bleek. He also released his fourth album Vol. 3: Life and Times of S. Carter which went 3X platinum.
Jay would continue his success in the 2000's with The Dynasty: Roc La Familia going 3x platinum and then in 2001: The Blueprint 2x platinum. In 2002 he dropped The Blueprint² The Gift and the Curse and a collaboration type album called The Best of Both Worlds with R Kelly. Rocafella also began distributing Armadale Scottish vodka in the U.S. In 2003 JayZ announced his retirement from rapping and dropped his last album "The Black ALbum".
After retirement Jay-z kept busy by becoming part owner of the NBA New Jersey Net, he also co-owns The 40/40 Club, an upscale sports bar which started in New York, NY and has since expanded to Atlantic City, NJ, with plans for locations in Miami and Atlanta. He is also the first non athlete to get a shoe deal. A line of Reebok sneakers called The S.Carter Collection, which hold the record for fastest selling Reebok shoe in history. In the spring of 2006, he introduced his collaboration with Swiss luxury-watch maker Audemars Piguet. Jayz continues to do guest appearances on other major artists.
After a publicized split with Dame Dash and Biggs, Jay-Z was appointed the new President and CEO of Def Jam Recordings. Dash and Biggs had left Roc-a-Fella Records in late 2004, reportedly selling their share of the record company; the label was retained as a Def Jam imprint.
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