Star Analysis - Jay-Z

Jay-Z is known worldwide for his presence in the rap / hip-hop industry. He is estimated to be worth over £300 million and is arguably the most successful rapper of all time. However, what has he done to elevate himself to the level he is at now?


EARLY DAYS

Jay-Z first came about in around 1996, when he released his debut album- Reasonable Doubt. He released the album on his own record label Roc-A-Fella records, which at the time seemed crazy as he was an unsigned artist, selling an album on his own new record label. However, this was him laying the foundation of not only his life, but the foundation of the lifestyle he was about to pioneer.

FASHION / VISUAL LOOK

Jay-Z has followed the conventions of rap music right from the start. One of his first front cover appearances for a big magazine was that of XXL. In this image, Jay-Z can be seen smoking a cigar, and wearing a suit. Pioneering the 'presidential' look that not only he, but several other modern-day rappers crave. He was going for a more sophisticated approach, one that people could look at, and respect. However, being a rap artist, Jay-Z also wants to cast some fear into people, so has that sort of 'Don Corleone' look about him as well. This 'Godfather' style was Jay-Z trying to say: "I am the king of hip-hop. I am the Don".

He still does follow these conventions as can be seen in this cover of Rolling Stones, Jay-Z is still using that authentic hip-hop look, being 'blacked out'.


GENRE

Jay-Z falls under the category of hip-hop. He appeals to a massive audience and is known worldwide. With this massive following, Jay-Z can force his own views and opinions onto members of the public. In lots of his videos, references to The Illuminati can be seen, allowing Jay-Z to create his own hype, and get people talking about him (and his possible connections to The Illuminati)

This video on YouTube shows a screenshot of the Ram Skull (representing Baphomet) in Jay-Z's "On To The Next One" video, showing an obvious link to The Illuminati (who use the symbol).

MEDIA REPRESENTATION

Jay-Z has a consolidatory image throughout the media. He is portrayed as a hip-hop mogul, who is at the forefront of the hip-hop scene. The word 'mogul' is even used on the cover of Gar Aficionado magazine below:

Jay-Z is shown wearing a suit, and holding a cigar, giving him an almost elite look. Cigars often hold the connotation of rich, upper-class society, and the media often portray Jay-Z as one of these social elitists.

As well as this 'elite' media representation, Jay-Z is also often shown as a stereotypical 'hip-hop gangster'. As can be seen on such magazine covers as Vibe, Rolling Stone and Billboard

These magazine covers all represent Jay-Z as a stereotypical 'gangster'. He is seen with lots of bling, all black clothing, flat-caps, smoking cigars and even making hand gestures, all things that are associated with american gangsters. In the majority, these magazines are all aimed at young males, all of whom are probably interested in the hip-hop, or at least music, culture, so we see Jay-Z fitting their stereotypical views of how he should come across (as a gangster)

MOTIFS/ SYMBOLISM

Jay-Z's visual motifs tend to be based around conspiracies that he is a freemason, or part of The Illuminati. He feeds people with images that provide reiteration of this belief in lots of his music videos.

The above images both depict Jay-Z moulding his hands into the shape of a pyramid. It is believed that this pyramid hand-sign represents the All Seeing Eye. A common symbol of The Illuminati. This is Jay-Z's biggest visual motif and it is often seen in his music videos, and in his live performances. It is unknown whether The Illuminati even exist, let alone whether Jay-Z is part of the so called occult. However, with the All Seeing Eye being associated with the tribe, and Jay-Z commonly using the symbol, it is obvious people will start to make links.

Other visual motifs Jay-Z has used include the skull of Baphomet. Baphomet is another word for the Devil, and the ramskull is said to be used as a connotation of this. Jay-Z used the symbol in his video for "On To The Next One", thus emphasising this link to The Illuminati.

The second picture shows Jay-Z in a video, wearing a hoody that has 'Do what thou wilt' printed on it. This phrase was coined by Aleister Crowley, who was a pioneer in satan-worship and was one of the key founders of the free-masonary/illuminati concepts and beliefs. This phrase can also be seen on a poster commonly associated with The Illuminati and Free-Masonry:

It is these visual motifs that help create Jay-Z's self founded hype, and gets people talking about him. All over the world people constantly debate whether he is a part of The Illuminati, which sparks arguments as to whether The Illuminati even exist! This is all created just by subtle imagery used by Jay-Z, thus showing just how much of a huge figure he is.

TARGET AUDIENCE

Jay-Z has a worldwide following, branching to people of all ages and all classes. However, of course his music is primarily targeted at young males, who are interested in hip-hop.

With Jay-Z's links to other artists (such as Kanye West, Rihanna and Beyonce) he can start branching out to females as well, who may not even be interested in hip-hop but seeing as he has such a heavy influence in these artist's songs, he can get recognition from their fans too.

On top of this, Jay-Z targets people who are interested in conspiracy theories, and interested in occultism and gangs such as The Illuminati.