For over decade we have heard rappers picking up the mantra of being “the next Jay.” This emcee affirmation was in part popularized by the infamous XXL Freshman Class of 2010 which was highlighted by breakout artists like J. Cole, Big Sean and the late Nipsey Hu$$le among others. We’ve also seen some of their contemporaries, such as Meek Mill and Drake, compare themselves to poet/mogul Shawn Carter. As we all know, walking in the footsteps of Jay is about more than just having a #1 album or “the hottest chick in the game wearing my chain.” After all, he is “a business… man.”
After years of sitting on the sidelines, and waiting for the music industry to red tape to clear in the migration to an almost exclusively digital format, and maturing in their roles as artists and professionals, these men are now looking to seize a greater control behind the scenes just as many of hip hop’s favorite showmen did before them.
“That’s my next mission, that’s why I can’t quit/Just like LeBron, get my niggas more chips.” – J. Cole — Dreamville Records, Founder
Artist: J. Cole
Label: Dreamville, est. 2007
Roster: Omen, Bas, Cozz, Lute, Earth Gang, J.I.D.
The power moves LeBron’s teammates execute off the court have certainly been more consistent than those on the court in recent years. Whether behind the scenes in the NBA or behind the strings in entertainment, LeBron has magnified his power by empowering those around him. The rap game has clearly been taking notes.
J. Cole’s Dreamville Records has been a brewing collective since 2007, but didn’t really take off until 2014 when it landed its distribution deal with Interscope Records and announced the signing of their first artist, Bas. This year, Dreamville made some noise by holding an exclusive artist retreat, hosting the likes of Big Krit, Curren$y, Young M.A., Westside Gunn, Benny the Butcher, Ski Mask The Slump God and DaBaby among others, to rap alongside the Ville’s finest. They went on to drop the critically acclaimed “Revenge of the Dreamers III” and also delivered the inaugural Dreamville Festival, showcasing a heavy lineup of talent. With a roster filled with respected lyricists like Cozz, J.I.D. and Earth Gang, Cole is staying true to his brand by bringing individualism, artistry and bars for days.
“Creating a record label has always been the next step in my journey as a businessman and I appreciate Roc Nation and Jay Z’s support on this new venture.” – Meek Mill — Dream Chaser Records, CEO
Artist: Meek Mill
Label: Dream Chasers Records, est. 2012
Roster: Omelly, Lil Snupe (deceased)
Philly-born spitter, Meek Mill has been trying to follow the Jay Z “Blueprint” for some time now. It’s hard to bet against him when you see the odds he’s beaten already. Meek has been moving in all the right circles it seems since he got in the game. From originally being signed to T.I.’s Grand Hustle label, to linking up with “the Biggest Boss” Ricky Ross’s Maybach Music, he has rubbed shoulders with the greats.
Jay seemingly took Meek under his wing after becoming the poster boy for prison reform upon his release from incarceration in 2018. He hob nobs with Will Smith and Bob Kraft (They say “If you hang around 9 billionaires you will likely become the 1oth”). After finally getting a conviction overturned from a 2008 case last week, Meek followed that by inking a deal on a joint venture to bring his Dream Chaser’s imprint under big homie Hov’s Roc Nation label. After the tragic murder of his New Orleans protégé Lil Snupe, and the recent defection of R&B artist Melli from Meek’s Dream Chaser’s camp to Tory Lanez’s One Umbrella label, Meek will certainly be in the buyer’s market when it comes to new talent to fill out his roster.
“Speaking on new, I’m about to ink a new deal, Don Life Records/And put anyone on in the city who need connections.” – Big Sean — Don Life Records, CEO (on DJ Khaled’s “Thank You”, Father of Asahd)
Artist: Big Sean
Label: Don Life Records, est. 2016
Roster: Unknown
The Detroit music scene has been a rich one since the Motown days. On the hip-hop side, they’ve given us memorable production from J. Dilla, and a collective of no nonsense spitters, ranging from Shady superstars down to the melodic Dej Loaf. Big Sean might not have to reach much further than his own backyard to fill his Don Life lineup. Whether it’s long time collaborators like SAYITAINTTONE and Earlly Mac, or some of D-Town’s next wave remains to be seen.
“Future took the business and ran it for me/I let Ollie take the Owl, told him brand it for me.” – Drake — OVO Sound, CEO (on Drake’s “Non-Stop” from More Life)
Artist: Drake
Label: OVO Sound, est. 2012
Roster: PARTYNEXTDOOR, Majid Jordan, Dvsn, Roy Woods, Popcaan
More than just a record label, OVO is well on its way to establishing itself as Canada’s premier lifestyle brand. Taking a few pages out of the LeBron James school of friendship, Drake has continued to largely focus on being the artist and social impresario of the millennium while his friends
Drake has been tediously entrenching himself and his brand in the realms of high-end fashion, as well as street wear for over a decade. He also brought his spotlight to the world of sports by landing a position as “global ambassador” for the Toronto Raptors in 2013 and was practically the unofficial 7th man on the 2019 World Champion Raptors team. Toronto’s OVO Fest has become a yearly staple in The 6, like Carabana. If Drake’s tsunami of a run has taught us anything, it’s that he has the Midas touch, and there are too many important people invested in his success for failure to ever be an option.
After nearly striking a deal with the Weeknd before his meteoric rise, the diverse label has not only focused on U.S. and Canadian artists, but have extended themselves into Jamaica with dancehall artist Popcaan. As OVO continues its alliances with the likes of Jordan Brand, streetwear brand Dsquared or their latest partnership with the Royal Bank of Canada, the OVO dynasty could become a multimedia conglomerate the likes of which the entertainment industry has yet to see.
As each of these emcees look to transcend the game, winning over fans and shareholders alike. It will be exciting to see not only where they take they game, but who takes that plunge into entrepreneurship on that scale next (word to late Nip Hussle Tha Great).
What would a Tyler the Creator board meeting look like? Or perhaps a fully blossomed Nicki Minaj empire could mirror the pop success of Rihanna’s FENTY brand. Time will tell, but it’s clear Hov the businessman has had an influence on this group.
Jigga told is in ’96”If ever nigga in your clique is rich, your clique is rugged/Nobody will fall cuz everyone will be each others crutches“. Twenty-two years later, the message remained the same: “Over here we measure success by how many people successful next to you/Here we say you broke if everybody else broke except for you“.
These burgeoning empires have taken Jay Z’s blueprint and ran with it. The big homie has to even crack a smile that. After all, as a wise man once said, “You can’t knock the hustle.”