Five years ago I would’ve thought this to be a full-scale disaster. In the past Roc-A-Fella has signed many a artist only to have their album never seeing the light of day or never seeing too much success(see M.O.P., Ol’ Dirty Bastard, NORE) But nowadays I see Roc-A-Fella not so much as “IT’S THE ROC!” *holding up the diamond*, but just an entity that houses two of the biggest names in Hip Hop in Jay-Z and Kanye West. In 2010, you don’t really hear Jay repping the Roc every other verse like he use to, and the same goes for Kanye(cause he reps G.O.O.D. Music). It’s more about their art now than which label they represent. They both have come to a point where they ARE the brand. A brand that’s bigger than any company name at this point.
So the signing of Jay Electronica doesn’t scare me as much as it would have five years ago. The main reason I feel this is a good fit for Jay Elec is because of the way Kanye West’s career has taken. Ye is the biggest hip hop artist in the world right now(sorry Hov, it’s true). And the fact that Def Jam allows him to be as creative as he wants, is the exact same way I hope they handle Jay Electronica’s career. After hearing “Exhibit C”, I always thought “Man, a major should sign him, back him with money and give him free reign to execute his vision. He should get the “Ye treatment”"(I just coined that). Let him take more artistic control from the gate.
For a while there, I was afraid Jay Electronica would just remain one of those artists that never see above ground. Whose music remains strictly on the interwebs lost in a sea of E-demos, Myspace mixtapes and $5 youtube music videos shot on a Sony hand held. I’m very excited to hear this news and hip hop should be too. It’s a far stretch to say that his career will pan out the way Kanye’s or Jay-Z’s has, but I feel the powers that be are trying their darndest to align the planets in the exact same way to give Jay Electronica the best chance possible to succeed. It’s a long shot but if anyone has the potential to do it, it’s Jay Electronica. And lightning has been known to strike twice.
My fingers are crossed.
Oh yeah, just kidding about that last post. Kidding about it being the end for this blog, not about me watching Korean variety shows like Star Golden Bell. Wow, Star Golden Bell and Jay Electronica referenced in the same blog post?! I’ll bet my life that this is the first and only time that will ever happen in the history of mankind.