Here we go once again. This is not a drill.
We’ve known something was coming for quite some time, but now it seems like we have real traction. Jay-Z is reportedly – rumored-to-be – recording a new album. There are very few details about what this project could be, but my instinct tells me it won’t be just another album. It could be something definitive.
As you already know, it’s been nearly a decade since Jay-Z released a full-length studio album. His last solo effort, 4:44, arrived in 2017 and was widely praised as one of the most mature and introspective projects of his career. Since then, he’s appeared on features, business ventures have expanded, and…of course, his billionaire status is a thing. But a proper Jay-Z album? We’ve been waiting.
The timing is interesting. Jay-Z is currently celebrating the 30th anniversary of Reasonable Doubt, his landmark debut. The anniversary has reminded people why he remains one of the greatest artists ever. Now they are saying he’s pushing the legacy to the next level.
What I want to know is simple: when, who, where, how and on what platform?
The music business is completely different from the one Jay-Z left behind nearly 10 years ago. When 4:44 arrived, streaming was still evolving. Today, streaming is everything. Algorithms rule. Marketing campaigns are built around playlists. Social media is malleable. Viral stuff is important to a lot of artists.
The game has changed.
We also know Jay-Z has never been a traditional artist when it comes to releases. He’s experimented with exclusive distribution deals, partnerships with Samsung and TIDAL. He has always looked for ways to challenge industry norms, while getting that cheddar cheese.
That creates an interesting dilemma.
Jay-Z has the ability to create high-level Hip-Hop music. Can he dominate a streaming ecosystem? His core fan base grew up buying CDs, vinyl and some digital downloads. They aren’t necessarily the generation driving billions of streams every month. Now, they even have bot farms!
Counting Jay-Z out has never been a wise bet.
Jay-Z has repeatedly reinvented himself throughout his career. From hustler philosopher on Reasonable Doubt to global businessman on The Blueprint 3 and family man on 4:44, he’s him. A new album at the same time as a generational shift…WHEW. If Jay-Z returns now, I think everything changes for the better. Few artists can pull this off.
What do you think?
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