Jigga + Rhapsody teamed up for this dope commercial promoting both the music retailer and Blueprint III. Honestly, I’d rather watch this on loop 6 times than that faux-revolutionary “Run This Town” video.
For some reason (a love for odd numbers?), the marketing and promotion for this upcoming release, his 11th album and 13th year in the game, has been tinged with sentimentality for his industry tenure. From a smarmy, retrospective appearance on Real Time with Bill Maher to his Myspace interview in which he admitted that Vol. 1: In My Lifetime is the only album from his catalogue that he doesn’t listen to, it seems that we are finally allowed to shamelessly stroke his ego as he we reflect on his evolution from a mere rapper to an institution. Hovito has become the prototype for the enterprising emcee, and one might argue that, despite his latest string of weak-ass leaked tracks, he can do no wrong in the public’s eyes a la The Beatles— especially when he’s the one buying up all his own albums (just kidding).