“It’s just protecting the music and the culture. It’s people that’s in the forefront of music, it’s like Watch the Throne, protect it. You just watch how popular music shifts and how hip-hop has basically replaced rock and roll as the youth music,” Jay told host Ice Tea.
He continued: “The same thing could happen to hip-hop, it could be replaced by other forms of music. So it’s just making sure that we put that effort into making the best product so we can contend with all this other music, with all the dance music that’s dominating the charts right now and indie music that’s dominating the festivals and still hold off rock ‘n’ roll. Just to hold our place and make sure that the hip-hop culture is still the most dominant form of music around the world.” (via MTVNews)
Hov wanted to create a certain listening experience was virtually lost in hip-hop music until Watch The Throne was released.
“We wanted to make sure to take it back to that listening experience like that we had when we first got albums, when we opened it and heard it for the first time. But now with social media, like Twitter, it’s like you’re sitting across a huge camp fire and you can have that conversation with everyone around the world. Before we were having it with three, four of us on the block or downstairs like ‘yeah I like this song, I like that song.’ Now you can go on Twitter and have that conversation all around the world.” (via Billboard)
Look out for Jay on the upcoming Ryan Seacreast hosted, two-day iHeartRadio festival, which kicks off on September 23 at the MGM Grand Garden Arena, alongside Lady Gaga, Nicki Minaj, Coldplay, the Black Eyed Peas, Jennifer Lopez, Alicia Keys and more.