Pay Attention, 45: How Jay Z Made Hip-Hop Great Again

Hov for President...too soon?

Earlier this morning, the world and Black Twitter stood on end as we received 4:44, the 13th studio album release from hip-hop legend and business...man Jay Z. As done with his last release, "Hova" caused a stir with initial stipulations to obtain his album, requiring a subscription to Tidal and/or phone subscription to Sprint to stream immediately. This was of little concern, however, as fans turned into military strategists working to gain access to the album. As evidenced by the initial coverage by both social media and traditional media, 4:44 is another example of a conscious, thought-provoking album setting the music world ablaze. Following the recent leads of Kendrick Lamar's DAMN (and To Pimp a Butterfly) and A Seat at the Table from sister in law Solange Knowles, Jay tackles socioeconomic, cultural, and even personal battles and creates what all initial signs show as a commercial and intellectual success.

Whichever nickname you use (Jay Z, Jigga, Hova, Hovito S. Dot, etc) this rap
legend delivered a captivating album.

Given his standing and importance in hip-hop, Mr. Carter's most recent work catapults to the top of that list. Following his 2013 album Magna Carta Holy Grail, Jay Z maintained his place among the Mount Rushmore of rap but left the door open for the most critical of listeners to question his desire and relevance in an ever evolving genre. With 4:44, he answers questions on both while still brandishing his business savvy with a new partnership with Sprint and funneling the access of his content to his streaming site Tidal. At the forefront of all his moves is his "return" to delivering puns and entendres that remind you of his "GOAT-hood". The project not only makes Jay relevant (musically) but great; in addition, it does the same for hip-hop. For the hip-hop fan seeking a bit more diversity in the current era, this album offers hope, a word associated with Jay Z fan and friend, President Barack Obama. Ironically, the unforeseen connection to Obama's successor is what makes this album intriguing. Contrary to Mr. Trump, 4:44 speaks in a regal yet relatable manner, using elements of transparency, growth, and direction to positively impact its audience.

On 4:44, Jay Z aesthetically confronts popular and unknown transgressions of his past, combining grit and vulnerability in a way hip-hop culture hasn't seen since The Answer left Philadelphia. On "Kill Jay Z", he recants battles with the law:

 "Crazy how life works/You got a knot in your chest, imagine how a knife hurts/You stabbed Un over some records/Your excuse was "He was talkin' too reckless!"

In the highly discussed title track, "Hov" opens up about his marriage, alleged infidelity, and not appreciating his wife Beyonce:

"And if my children knew, I don't even know what I would do/If they ain't look at me the same/

I would prob'ly die with all the shame/

"You did what with who?"/

What good is a ménage à trois when you have a soulmate?/

"You risked that for Blue?"

Jay bridges the gap with his listeners and potentially gains new listeners from the Bey Hive simply by opening up about doing wrong, taking accountability, and growing. It is this natural maturation, along with an appeared sense of gratitude for not losing everything that allows he (and in turn hip- hop) to flourish.

In his maturation, Jay allows the entire hip-hop world to work towards progression. Despite his rank as the greatest (arguably for some, not for me though), he uses tracks like "Smile" and "Caught Their Eyes" to show off his versatility and new additions to his repertoire. Last year, on "We Got It From Here...Thank You For Your Service", A Tribe Called Quest offered a great example of making quality modern music while holding true to the style and principles that your legend was built off. Jay grabs the baton and trots even further. Executive producer No I.D. should receive some credit in this, as the production is fresh and invigorating, yet vintage Hov. An example is the title track, which can be delivered as Song Cry 2K17; the song shows Jay has made mistakes and even repeated some, but his growth as a man differentiate him from the child who previously penned those classic lines. Hov seems to understand his importance to his family and the culture, a sentiment unfound in many of the current rappers that dominate the pages today.

You can count on one hand the rappers willing and qualified to discuss divisive subjects; despite a need for the Word, hip hop fans only go to certain "pastors" to get their gospel. 4:44 plays like a well-written sermon; on "The Story of O.J." Jay channels the concern and hurt of singer/activist Nina Simone to challenges us to look beyond shades and short money. "Legacy" discusses the importance of generational and communal wealth with a look at his own family. Jay also speaks on the warped thinking of our inner cities, grandstanding over cash stacks and turf owned by Caucasians that live far far away. Not to be one-sided, he sheds light on the weapons that will even the odds, such as financial education. By interweaving insight and information into his verse, he talks the talk, cool enough to draw the attention of the hood, the "woke", and everyone in between.

4:44 is a refreshing release for fans of hip-hop, lyricism, New York hip-hop, and of course Jay Z. Its initial impact is evident, but only time will determine if we mark it as a classic. What we can say, however, is that it's great. For those looking for greatness, how to make it, or remake it, you have your model.