Rapper Jay-Z has said he needs to continue to reinvent himself and his sound to remain popular in the hip-hop world
Rapper Jay-Z has said he needs to continue to reinvent himself and his sound to remain popular in the hip-hop world.
The husband of singer Beyonce is worried he might be too old for the business as most artists in his genre are under 30.
He told Scotsman.com: “Hip-hop saved my life. When someone does something for you, it’s only right you repay that tenfold, and that was what hip-hop did for me. How could I not protect that or leave it in a good place for the next generation?
“The reason you turn off the hip hop as you mature is because there’s not enough of what you’re going through in your life currently. There’s not a lot of people who have come of age in rap because it’s only 30. As more people come of age, hopefully the topics get broader and then the audience will stay around longer.”
The rapper, real name Shaun Carter, added: “But it’s so much viewed as a young person’s sport right now at this present moment that it’s very difficult. You want to get on the radio, and you’ve got to make a jingle that’s catchy, that sounds like everything else that’s on the radio. Not me, the other guy.”
Jay, who’s new album Blueprint 3 has recently hit the stores, is going to try and reinvent himself to retain his popularity.
The 38-year-old said: “Hip-hop is about the gift of discovery. It’s who has the newest sneakers, who has the new pants.
“So if I go to school with Jay-Z on my iPod, they go, ‘OK, we all know him.’ You have to come to school with some new band that no-one else has heard of. As an artist you’re fighting against everything that’s new. So not only are you swimming upstream, you have someone pulling on your leg: the new guy, the weight of the new guy.”
He continued to say: “It’s like a crowded hallway full of people and you have to walk against it. Some don’t make it to the end of the hall. You’re always in the way. You have to be built for competition.”