Jay-Z's a Hip-Hop Hero

In 1998, when he's 28 years old, Jay-Z realizes that every time he shouts out a brand on his tracks, that brand blows up. So he thinks, why don't I start my own brand and shout that out instead of lining other people's pockets? In the 90s, as the president of Def Jam, Russell Simmons was at the top of the music industry's food chain. He negotiates a deal with him for Def Jam to re-release reasonable doubt and do a follow-up album. The deal's for seven figures. And what Jay realizes while he's sitting at the table is that he wants to be on the other side. He doesn't just want