@Jayz @rollingstone
Last week we had a little fun with jigga’s new Billboard Magazine cover and how it reminds of days gone by when critics often picked on a younger Jay-Z’s Joe Camel uncanny resemblance.  But the cover story inside the magazine instead focuses on the more contemporary Jay-Z and how he’s been successful at age 40 still staying relevant among Hip Hop’s younger target demographic.

When asked what’s his secret, Hov explained that like an athlete he’s has been able to make adjustments.  As he’s gotten older he’s grown closer to his fan’s parents age than their own but he’s maintained his credibilty by paying attention to the audience.

“We’ve seen people like LL [Cool J] have longevity,” Hov told the magazine.  “We respect the heritage of what he’s done, but it’s not like, right now, he’s competing on the same level as Lil Wayne. So for me to still be able to compete at that level at my age, that’s rarefied air. It’s never been done.”

“I think the problem with people, as they start to mature, they say, ‘Rap is a young man’s game,’ and they keep trying to make young songs. But you don’t know the slang — it changes every day. You can visit the topic, but these young kids live it every day, and you’re just visiting.  So you’re trying to be something you’re not, and the audience doesn’t buy into that. And people wonder why. ‘I made a great Southern bounce song!’ You’re from New York, and you’re 70! Why are you bouncing?”

Throughout his career, Jay-Z has been heralded as master lyricist and the ultimate trendsetter whose taken a hustler mentality and made it work to perfection in the business world.  However one of the areas he hasn’t necessarily been given credit is his intelligence.  He exercises a superior game plan and he demonstrates that above with that quote.  Jay-Z isn’t just an artist, he’s always been a keen strategist.   He brings a very cerebral approach to the art which is hard to duplicate.  While many can copy his style of music, you can’t manufacture intelligence.  He’s right.  He knows his limitations and his strengths and he uses them BOTH to his advantage and makes a ton of money understanding how to do so.