Jay-Z's Marketing & Def Jam

While it's tough to criticize someone who is so prominent, famous, respected amongst peers and considered one of the greatest rappers if not "the greatest", Jay-Z seems to have shortcomings as CEO of Def Jam. Jay-Z is recently featured in ad's for Budweiser, HP and is part of the NBA on TNT's ad campaigns. He launched a major campaign to promote awareness of the global water crisis with MTV, which will air on a special MTV diary. He launched a world overseas concert tour before his new cd. His face also graces the cover of Entertainment Weekly and XXL magazine. While it is true that a lot of these companies come to him for his name behind their brand, you have to question why rappers on his label aren't getting promoted more. Is it Jay-Z's job to promote? Well yes and no. He is CEO of Def Jam and should want to make his product more appealing and successful. He should know what works or doesn't from his own trials and tribulations. He also should know quality products and have final say before they release. It's most likely there are people working for him who handle these marketing decisions, but you have to wonder if Jay wants all the glory to himself. Rapper Nas, who is bringing out the album "Hip Hop is Dead..The N", seems to be getting a low amount of publicity. Recently it was reported Nas and his R&B diva wife, Kelis, will be doing their own reality show. Was this Jay-Z's idea? Probably not. Could Nas be marketed more by the label? Definitely. It is unrealistic to rely purely on fan base or street talk these days. Method Man and the Roots both had albums come and go in the past months, with very little hype or promotion besides people on message boards or buzz in the streets. No videos were really in circulation, no commercials or promo spots. Neither album is considered a flop in terms of the music it contains.. It makes one wonder, is Def Jam making the right moves for its major talent?