Grammy-winning rapper Kanye West has credited longtime friend Jay Z‘s big Samsung deal last summer for waking up technology rival Apple to spend billions for music mogul Dr. Dre‘s Beats Electronics company. #TechWars
Appearing at the annual Cannes Lions festival yesterday (June 17), Yeezus acknowledged last June’s publicized deal.
“There would have been no Beats deal without the Samsung deal. It showed the No. 1 company the importance of connecting with culture,” said West. “The reason I said I didn’t like Samsung particularly is because throughout my entire life, because of how my parents raised me, I have to work with the No. 1. I can’t work with anyone but Jay Z, because he’s No. 1. I can’t be with any girl but Kim, because that’s the girl whose pictures I look at the most and get turned on by. I’m not going to represent any company but Louis Vuitton, because that’s No. 1. … Samsung is not quite Apple, but it showed that Jimmy [Iovine] and Dre would be able to connect with the No. 1 influencers.” (Adweek)
Last year, rap star Rick Ross talked about Jigga helping strengthen ties between hip-hop and mega corporations like Samsung with the partnership.
“It’s one of those situations where Hov is creating new rules for the hip-hop game, for the rap game.” Ross said in an interview. “I mean, it’s exciting. I released a photo of Chelsea Clinton when I went to a Samsung event and you see corporations like Samsung reaching back into hip-hop, I think it’s a sign to let us know for the next 20 years we gonna make power moves, we gonna get money.” (Civil TV)
Bad Boy Records CEO Diddy previously revealed he had a chance to talk to Young Hov about their respective power moves and what the Samsung deal could mean for the future.
“While I was out here I called Jay and me and him been talking back and forth about the network and about his deal and how proud we were of each other. We’re actually changing together the business model of the music industry. As far as our power, you can see the power that we have, not me and Jay-Z, the power that we have as a culture that Samsung now is going to give Apple a run for its money. People actually believe and we believe in our leaders in hip-hop. What they say is cool and what they say is next and we recognized that what Samsung is doing is moving forward. We were like “Hey man, we may need to give this Galaxy joint a chance” and that’s a lot of power, man.” (VIBE)
The venture even made rap executive Master P speak out in support.
“To be honest with you, I think it’s genius to partner up with a technology company,” Master P said of Jay’s big moves. “I’m working on [my album] right now and hopefully Verizon will call me real soon.” P went with his new idea, continuing, “My next record… I’ll drop it through them and do it at a football game or something,” he said, laughing and saluting Hov for continuing to think outside of the box. (MTV)