Roc Nation leader Jay-Z has explained his motivation for signing underground emcee Jay Electronica to his entertainment company, which also houses other freshman such as J. Cole, Wale, Rihanna and more.
In Jay’s eyes, Electronica’s respect for hip-hop as an artist and a listener is prominent in his music.
“It’s obvious that he really genuinely loves it and is a student of rap and the game,” Jay-Z admitted in an interview. “You can’t write those sort of songs or come to that sort of conclusion without having a deep love for what you’re doing and a deep understanding and a deep drive.” (MTV)
The deal sparked a positive fuse in Roc Nation’s J. Cole who shared his reaction to gaining a new labelmate.
“Jay Electronica is such a monster. He’s one of the few dudes that I hear rap in the game that makes me want to step my bars up.” Coles adds. The two MCs appeared together on the lyrical “Just Begun,” off Reflection Eternal‘s Revolutions Per Minute LP. “There is no back seat. Everybody has their own lane. He has the freedom to do what he does. We’re not on each other’s toes. If anything we only help each other.” (VIBE)
The signing also caught the attention of rap impresario Diddy, who publicly applauded “Jay E”.
“@JayElectronica I proud of you! I’m happy for you. I love you! I congratulate you’ I’m not mad at you! All I wanna do is see you win! All love” (Diddy’s Twitter)
Hov announced acquiring Electronica during a New York City event last Friday (November 12).
Another “Jay” has been added to the Roc Nation roster. It was announced yesterday (Nov. 12) that New Orleans rapper Jay Electronica signed with Jay-Z’s personal imprint, joining acts J. Cole and Willow Smith at the recently formed label. And to celebrate, Jay-Z threw a lavish party at New York club The Box that neither Jay E, nor anyone else in attendance, would soon forget. The event — which kicked off at about 10:15 pm and drew head-turning guests like Beyonce and Omarion — was a three-ring circus that included sexy burlesque dancers, an aerial gymnast, a Russian hula-hoop master and a girl whose “talent” was having men shoot arrows at balloons that were strategically positioned over her privates. (Billboard)
Check out some past Jay Electronica footage down below: