In 2013 rapper Drake released a track entitled ‘Started From The Bottom.’ The first line and chorus of the song read, “Started from the bottom now we’re here.” This classic line could serve as a lifetime slogan for the iconic rapper and business mogul, Shawn “Jay-Z” Carter. He introduced his rap career and business savvy to the mainstream in 1995 after founding and being the featured act for Roc-A-Fella Records. During the course of his incredible music career, Jay-Z , also known to the hip-hop industry as “Hov,” has sold 125 million records worldwide, and collected a total of 22 Grammy Awards. Carter’s business career has been just as impressive as his rap career. Before the public knew what was yet to come from the business aspect, Hov gave us a hint in one of his rap songs when he rapped the lyrics, “I’m not a businessman. I’m a business, man!”Â
After establishing ownership of a record label, Jay-Z co-founded Rocawear, an urban clothing brand. He continued to establish himself as a surging entrepreneur as he built an empire. Everything that he touched turned to gold. Many from his fan base cheered for Jay-Z and looked at him with envy in their eyes. Like Jay, most of them are starting from the bottom. The more successful he gets, the more inspired that person from his fan base who is struggling feels they can also be a success due to the fact Jay-Z had a similar struggle when his journey began. Shawn’s Carter’s fan base admired every business move he made. His most recent business venture has some scratching their heads.
At the Roc Nation office in New York, on August 14, the hip-hop mogul and National Football League Commissioner Roger Goodell announced Roc Nation and the NFL’s partnership agreement. The goal of the partnership is to enhance the NFL’s live game experiences and to amplify the league’s social justice efforts. Jay-Z and his entertainment company will also contribute to and supervise Super Bowl halftime shows. If Carter would have made this same agreement with Major League Baseball or the NBA it would make sense to his general public. Due to the fact, the agreement was made with the NFL, some of his general public feel confused and angry.
The obvious question is why would he partner with the same league he’d criticized due to the way they handled the Colin Kaepernick situation? Shawn Carter is the same man who two years ago turned down the opportunity to perform at the Super Bowl halftime show. Most thought he rejected the offer to show support for Colin Kaepernick. Speaking at the press conference regarding the partnership, Jay- Z said he rejected the offer because he didn’t like the process.
During the press conference radio personality Charlamagne tha God asked the question: “How could you partner with the league on social justice when Colin Kaepernick, who brought it to the attention of the masses by peacefully protesting against social injustice is still out of a job?”
Jay-Z answered the question with a question: “That’s a great question. There is two parts of protesting. You go out and protest, and then get the company or individual say I hear you, so what are we going to do next? Everyone heard and everybody knows I agree with what you’re saying. So what are we going to do…reach millions and millions of people, or we get stuck on Colin not having a job?”
Carolina Panthers’ safety Eric Reid took offense to Jay-Z’s new partnership with the NFL. Reid and Kaepernick were teammates in San Francisco. Reid was one of the first to kneel alongside Kaepernick. Eric Reid isn’t a fan of the partnership or the response Shawn Carter gave to Charlamagne’s question. “These aren’t mutually exclusive. They can both happen at the same time! It looks like your goal was to make millions and millions of dollars by assisting the NFL in burying Colin’s career.”Â
Kaepernick’s girlfriend Nessa Diab articulated her disapproval of the deal. She criticized the hip-hop mogul for working with the same people who she said decided to “bury” Kaepernick after he knelt during the national anthem as a way of protesting racial injustice and police brutality.
At the before mentioned press conference, Jay-Z was asked about kneeling. “I think we’re past kneeling. I think it’s time to go to actionable items.” The response he gave triggered a smile and head nod from Roger Goodell. The most critical error committed with this process is the fact that Colin Kaepernick wasn’t involved with the negotiations. The NFL strategically picked Jay, a person who has cultural trust. They have an asset they can use to make kneeling unfashionable. They also can use Carter as a protective shield. For example, since the deal has been announced, Jay-Z is receiving the majority of the backlash. At the press conference, the NFL talked about the music deal while the hip-hop mogul fielded the tough questions. Many have verbalized their disappointment in reference to the partnership. On the flip side, some see a glimmer of hope. ESPN analyst Stephen A. Smith approves of the partnership. He applauds the efforts of the NFL and he is very confident about Jay-Z’s impact. “The NFL has expressed a willingness to have Jay-Z assist them in using their strong arm to provoke change. I think it’s a beautiful thing.”
Former NBA player and current analyst, Jalen Rose, believes the NFL is moving in the right direction with their partnership with Jay Z’s Roc Nation. Smith and Rose have confidence in Jay-Z and his track record. Jay always uses his platform in a positive and productive manner. We will have to wait and see if he can manufacture the same results with this new partnership with the NFL.
The loser in this situation is Colin Kaepernick because his NFL career is officially over. The NFL and Jay-Z can claim victory. The NFL has done a masterful job at window dressing. They keep Colin Kaepernick out the league to keep some of their fan base happy and bring Jay-Z in to appease the other half of their fan base. Jay-Z wins due to the fact he will make millions of dollars from the deal, and he has positioned himself to be part owner of an NFL team in the near future.
