Rap mogul Jay-Z has opened up about his true motivation for launching a lifestyle website called Life + Times and what he hopes to gain from the online venture.

Speaking with Hollywood actress Gwyneth Paltrow, Young Hov detailed his latest tech move.

“I started working on it in its various incarnations over a year ago,” Hov revealed. “I’ve thought about it forever. You know how it works, seeing other sites and being either inspired or saying, ‘That’s sh*t. I would do it like …’ [How do we post content?] Well there is a basic metric for what we cover but, more importantly, I believe it’s how we cover it. The DNA is to basically let the subject speak for itself. We don’t want to tell you what to think. As far as how personal? I would say it has to pique my interest…I think it’s every human’s job to inspire others, to feed one another’s senses. Inspiration begets inspiration times infinity. Imagine if the person that was inspired to create the phonograph didn’t share it with the world.” (GOOP)

Jay’s website officially launched the first week of April.

The site is about a slick as it gets, reflecting the aspects of life that interest the mogul. The idea is to inspire fans and readers to broaden their cultural view. Jay-Z aims to enlighten viewers about the art of Jean-Michel Basquiat, the designs of Audemars Piguet and the cooking of Daniel Boulud, by the looks of the site’s current content. (Crave Online)

While Hov’s online spot is still developing, its primary focus has been cultural topics.

From the looks of it, general topics on the site will be style, leisure, art and design, technology, music and sports. Notable posts currently up are short interviews with blogger Garance Doré and shoemaker Wells Stellberger, a Q&A with the mens accessories brand Gentry, and a primer on the Royal Oak by Hodinkee’s Benjamin Clymer. (Forbes)

Along with Jay, Gwyneth Paltrow also has her own website.

There’s very little linking the site to the superstar rapper other than his partially obscured pic on the front page, snippets of his music over some of the video’s and a link titled “Jay’s” which as of Thursday contained only a lovely shot of a sunset (or maybe a sun rise as it’s hard to tell.) The comparison between Life + Times and Paltrow’s lifestyle newsletter “GOOP” makes sense given that Paltrow and her hubby musician Chris Martin are best-ies with the rapper and his wife Beyonce. (CNN)

Check out Jay-Z’s Life + Times promo footage below: