Change Clothes & Conquer

Jay-Z: man of the minute, hour, month, year and perhaps decade in the entertainment industry. With an illustrious music career, record label and clothing line under his belt, it has not yet been six months since the launch of his online lifestyle platform Life And Times of which he is curator, that the artist and businessman can officially add taste maker to his expanding repertoire, if he hasn't done so already. Keeping it fresh has always been the way this urban mogul rolls - you only need to look at this summer's highly anticipated, unorthodox and subsequently viral album launch with Kanye West that saw creative collaborations with fashion designer Ricardo Tisci, director Spike Jonze and a pop-up shop in New York's Mulberry Street SoHo that housed a specially customised Maybach that contributed to the release of the LP, Watch The Throne to fully appreciate the ingenuity and attention to detail that keeps Jay-Z on top. 

Life And Times works in partnership with Jay-Z's company SC|Enterprises and covers a range of creative content from fashion to the arts, technology and sport. While the site is not as conceptual as fellow collaborator Kanye West's official site that launched in early 2010, Life And Times channels a more editorial display, popular with design-conscious online platforms while being accessible with relevant and on-the-pulse content across the board. More expanding empire than emperor's new clothes, Jay-Z is a twenty-first century chameleon adapting to the fast digital pace, providing his new and existing fan base an insight into something that money, no matter how much you have, cannot buy: taste
This week the site released an alternative music video for the 2009 record, Empire State of Mind that features a roster of international female models rocking around the city of NYC no less. Your'e the man Jay-Z...