Analysis of Jay-Z's "The Story of OJ"
On his 2017 album 4:44, rapper and mogul Jay-Z tries to elevate the understanding of the economy within Black communities. He most memorably does this on the song “The Story of OJ.” To persuade the audience, Jay-Z follows rhetorician Quintilian’s five criteria to effectively present himself as the “good man speaking well.” A critical analysis of the song reveals that Jay-Z’s message can be measured against these guidelines. It is clear he wants his Black audience to work towards economic improvement and growth within their communities. Quintilian’s “good man speaking well” allows him to persuade them to question the actions of Black public figures concerning the lack of economic development in the Black community.
Framework
As mentioned earlier, to fall into the ethical theoretical framework of “good man speaking well,” there are five criteria that a speaker must possess. Firstly, the speaker must be free of vice, meaning they can’t exhibit moral depravity or corruption. Secondly, the orator must believe in what they advocate, implying they must stand behind what they are saying to the audience. Thirdly, they should be one who continues to search for wisdom. Therefore, the speaker must be open-minded and willing to learn more about their topic. The fourth criterion states that the speaker serves his audience, meaning they have to keep their best interest at heart. Lastly, the fifth criterion requires the person speaking to be willing to make sacrifices to ensure the betterment of the people.
Free of vice
Jay-Z fits the definition of a speaker who is free of vice. As of 2017, his net worth was at about 810 million dollars (Cuccinello). Jay Z is 47 years old and he has been in the music industry for nearly 23 years. He has released thirteen studio albums and performed at countless concerts and other shows all over the world in this time. All of that considered, you must ask yourself what benefit Jay-Z would derive from sending the message he did in “The Story of OJ." While he made money from its release, once you listen to the album, you recognize personal financial gain was not his main purpose. With an already successful career behind him, telling his audience to reconsider their spending habits and pay attention to the economic development of their communities wouldn’t have a direct negative or positive effect on Jay-Z’s financial assets. However, he took various steps to increase the album’s accessibility to those who may need it the most. Jay-Z partnered up with the phone company Sprint and gave their customers a free six-month trial to his streaming service Tidal. For individuals who purchased 4:44 traditionally, it was priced at $9.99. A reasonable fee when you think about how hip-hop albums cost about $13.99 on average. Taking into account Jay-Z’s current financial position and his legendary status in the industry, he is free of vice. As a rags to riches Black man, he appears to have the best of intentions when he attempts to convince his audience to work towards improvement and growth.
Believes in what he advocates
Jay-Z has also demonstrated he is an orator who believes in what he advocates. Within the song, he lets listeners know that he has also been a victim of the lack of economic development in the Black community. Speculators might make the argument that Jay-Z is already wealthy and successful, so, therefore, he doesn’t genuinely care about the Black community’s financial and economic growth. His financial status alone can make his audience question his motives. Nonetheless, you must consider that he is only in the position he is in because he was able to become successful as a rapper. Had Jay-Z not made it in rap, he may not have been able to obtain the financial status he currently possesses. In “The Story of OJ,” Jay-Z says: “Financial freedom, my only hope.” The average person would think that Jay-Z already possesses financial freedom. Still, with this line, he makes it clear that wealth doesn’t eliminate financial problems. After this, Jay-Z subtly highlights the benefits of financial investments: “Y’all think it’s bougie, I’m like, it’s fine. But I’m tryin’ to give you a million dollars worth of game for $9.99”. This line pushes back at critics who mock the vision he is trying so hard to disseminate. Jay-Z considers his message something of high importance, which is why he prioritized making 4:44 as accessible as possible for his target consumers.
Continues to search for wisdom
In the song, Jay-Z also informs his audience that he continues to search for wisdom. While he may have obtained wealth and success during his career, he confesses that he could always learn a little more, especially about finance. He expresses regret over the financial choices he made at the beginning of his career throughout “The Story of OJ.” He articulates this feeling with the lines:
I bought every V12 engine/ Wish I could take it back to the beginnin’/ I coulda bought a place in DUMBO before it was DUMBO/ For like 2 million/ That same building today worth 25 million/ Guess how I’m feelin’? Dumbo.
In recent years, the unassuming waterfront neighborhood of DUMBO, New York has developed into to a burgeoning industrial, commercial, and tech hub (Haridas). On the other hand, Jay-Z’s reference to a “V12 engine” alludes to how in the past he spent a lot of money on luxury cars such as Ferraris, Lamborghinis, Aston Martins, etc. With these lyrics, Jay-Z also subtly addresses potential critics that may challenge his message. His past spending habits could provide evidence of hypocrisy, but Jay-Z brings this evidence to light and admits fault, effectively enhancing his character. He admits to wasting money, but he also acknowledges the wrong in his actions. With this line, Jay-Z shows that he has grown over time, and is willing to continue doing so.
Serves the people
Jay-Z serves the people by providing them with relevant advice that they can then use to achieve growth. One verse in the song says: “I told him, “Please don't die over the neighborhood/ That your momma rentin'/ Take your drug money and buy the neighborhood/ That's how you rinse it.” Jay-Z is giving his audience guidance by urging his listeners to reconsider their priorities. Simply, he is telling his audience to invest their money and buy property, instead of dying over neighborhoods they don’t own. He informs his audience that the way for them to “rinse” or clean their money is by investing it in a property. This line is one of the direct tools that can be used to improve the economic structure within communities. Property ownership is a key to economic advancement and is a recurring theme throughout the song. Jay-Z’s repetition of this theme is crucial because it highlights the benefits of this method of economic advancement.
Will do what is necessary for the betterment of the people
Throughout the song, Jay-Z shows his audience that he is willing to do what is essential to help them achieve their betterment. Jay-Z declares: “Skin is, skin, is/ skin black, my skin is black/ My, black, my skin is yellow/ Light n—, dark n—, faux n—, real n—/ rich n—, poor n—, house n—, field n—/ Still n—, still n—.” These lyrics state that as a Black person, your race is inescapable no matter how fair your skin may be, or what your financial status may be. With these lines, Jay-Z is leveling with his listeners, as he may be rich, but he is still a Black man in America. He reminds his audience that race is significant when it comes to American culture and that he hasn’t forgotten the struggles that are associated with that. He also reminds them that despite their social and financial status, Black public figures, still have to deal with issues of race. Jay-Z uses a quote from O. J. Simpson himself as an example: “O. J. like, ‘I’m not black, I’m O. J.’…okay.” Exemplifying how to avoid having to talk about race-related issues, some wealthy Black public figures would rather shed their race entirely instead. Jay-Z, in comparison, embraces his race regardless of his wealth. He depicts himself as a people’s champion who isn’t afraid of working hard, and who recognizes the benefits that come from said work. He acknowledges that improving the economic structure within Black communities won’t be easy. Still, he is not willing to back down from the challenge.
Conclusion
By using Quintilian’s five criteria, Jay-Z persuades his listeners to begin and continue working towards the improvement and growth of the economic structure within Black communities. Based on his past experiences and his current ones as an adult and father of three, Jay-Z can be considered an educated and wise speaker. The issues he addresses in the album have affected him earlier in his life and also have the potential to affect his loved ones now. The message that Jay-Z sends on 4:44 definitely differs from what he has relayed in his earlier works. He was well aware of the negative critiques that “The Story of O. J.” may have received upon release. However, he accepted that risk. In the song, he poses as a guardian for the Black community and claims responsibility for the development of it. He doesn’t seem to care about losing social credibility if it means discussing a topic that others may want to sweep under the rug. Jay-Z is willing to do what’s right for the good of his audience, and in the “Story of OJ,” he perfectly encapsulates a good man speaking well.
By Ellisa White
References:
A. (2017, August 31). Jay-Z Biography. Retrieved November 18, 2017, from https://www.biography.com/people/jay-z-507696
A. (2017, June 30). 4:44 by JAY Z on Apple Music. Retrieved November 20, 2017, from https://itunes.apple.com/us/album/4-44/id1256675529
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Cowen, T. (2017, July 01). Here's When Jay Z's '4:44' Will Reportedly Come to Other Streaming Services. Retrieved November 10, 2017, from http://www.complex.com/music/2017/06/heres-when-jay-z-444-coming-to-other- streaming-services
Cuccinello, H. C. (2017, October 04). Jay Z ($810 million) . Retrieved November 3, 2017, from http://www.forbes.com/pictures/590b9cb231358e46e37021da/2- jay-z-810- million/#6bc3fe286eaf
Haridas, Sharanya.(n.d.). The Brooklyn Ink. Local Brooklyn News and Feature Stories, Retrieved November 18, 2017, from brooklynink.org/2013/11/05/53045-how-did-dumbo-become-dumbo/.
Roberts, Sophie. (2017, July 31). “Here's How You Can Listen to Jay Z's New Album 4:44.” The Sun, Retrieved November 17, 2017, from www.thesun.co.uk/tvandshowbiz/3916920/jay-z-444-album-tidal-tracklist- beyonce/
Z, Jay. “JAY-Z - The Story of O.J.” YouTube, 5 July 2017, youtu.be/RM7lw0Ovzq0.
Illustrations done in collaboration with the New Media Artspace at Baruch College. The New Media Artspace is a teaching exhibition space in the Department of Fine and Performing Arts at Baruch College, CUNY. Housed in the Newman Library, the New Media Artspace showcases curated experimental media and interdisciplinary artworks by international artists, students, alumni, and faculty. Special thanks to docent Jose Daniel Benitez for creating artwork for this piece.
Check the New Media Artspace out at http://www.newmediartspace.info/