Jay-Z
Shawn Carter, Brooklyn
Nobody would sign him, so he started his own label, then built hip-hop’s first billion-dollar fortune.
5 eras · 22 stops
- Origin
- Release
- Deal
- Business
- Turning point
- Controversy
- Legacy
- 1
1969–1995
Marcy Projects
- 1969Origin
Marcy Houses
Shawn Carter grows up in Brooklyn’s Marcy Houses, raised mostly by his mother.
- Late 1980sOrigin
A hustler with a notebook
Raps alongside his mentor Jaz-O while dealing on the streets, which later fills his lyrics.
- 1995Deal
Starts his own label
When labels pass, he co-founds Roc-A-Fella Records with Damon Dash and Kareem ‘Biggs’ Burke and sells records out of his car.
- 2
1996–2003
Roc-A-Fella
- 1996Release
Reasonable Doubt
His debut. Not a big seller at first, now a classic.
- 1998Release
Hard Knock Life
Vol. 2 samples Annie, goes multi-platinum and wins the Grammy for Best Rap Album.
- 1999Business
Rocawear
Launches a clothing line with Damon Dash.
- 2001Release
The Blueprint
A soul-sample classic, released on 9/11, with ‘Takeover’ aimed at Nas.
- 2003Turning point
The ‘retirement’
Releases The Black Album and plays a farewell show at Madison Square Garden. He’s back within three years.
- 3
2004–2008
The executive
- 2004Deal
President of Def Jam
Runs one of rap’s biggest labels and signs Rihanna and Ne-Yo.
- 2007Business
Sells Rocawear
Sells the clothing brand to Iconix for $204 million.
- April 2008Turning point
Marries Beyoncé
Music’s biggest power couple, made official.
- 2008Deal
Roc Nation
Leaves Def Jam for a 10-year Live Nation deal worth about $150 million, and launches Roc Nation.
- 4
2013–2018
Building the empire
- 2013Business
Platinum on day one
Samsung buys a million copies of Magna Carta Holy Grail to give away, so it’s certified platinum the day it comes out.
- 2013Business
Roc Nation Sports
Becomes a sports agent, signing athletes like Kevin Durant.
- 2014Business
Ace of Spades
Buys the Armand de Brignac champagne brand.
- 2015Business
Tidal
Buys the streaming service Tidal for about $56 million and relaunches it with artist co-owners.
- 2017Release
4:44
Raw and confessional, including his answer to Beyoncé’s Lemonade.
- 5
2019–now
Billionaire
- June 2019Business
Hip-hop’s first billionaire
Forbes makes it official.
- August 2019Deal
Running the halftime show
Roc Nation starts producing the Super Bowl halftime show with the NFL, including Rihanna’s in 2023 and Kendrick’s in 2025.
- 2021Business
Cashing out
Sells most of Tidal to Jack Dorsey’s Square and half of Ace of Spades to LVMH.
- 2021Legacy
Rock & Roll Hall of Fame
Inducted in his first year of eligibility.
- February 2025Controversy
A lawsuit, dropped
Named in a civil lawsuit he called false. The accuser dropped it in February 2025.
The playbook
The moves worth stealing.
- 01
If nobody signs you, start the label.
- 02
Own a piece of everything: clothes, liquor, streaming, sports.
- 03
Partner with giants like Live Nation, Samsung and LVMH, then sell near the top.
- 04
Turn your life story into your catalog.
This is the outline.
Every stop gets its own deep dive next, with the songs, the receipts and a quiz.