by Yvette Carnell
In what was supposed to be a blistering diss of the white goliaths in the tech world, Jay-Z blasted YouTube, Google and Spotify in a rap song. This was an obvious attempt by the rapper to inject race into his marketing campaign and leverage his blackness as a tool for selling a bullsh*t product that no one’s interested in buying. In the song, Jay-Z goes all pro-black on us, but his Tidal staff looks…well…white.
On their Facebook page, Vitamin Q posted the following caption to the picture of Jay-Z’s mostly white Tidal staff:
Last week #JayZ told you that you don’t support black while his wife poured 25k into a pool. Here’s the staff at #Tidal. Who is it again that doesn’t support black? How many black employees do you see here? I know for a fact #Spotify got at least two (shout out to Mjeema Pickett), but I don’t see ANY here. Do you?
The strategy of using race to galvanize blacks and line one’s own pockets is a strategy often used by the black elite, so Jay-Z’s last ditch effort to promote his floundering music streaming company comes as no surprise. It seem that now, however, blacks aren’t all that interested in being used by the black elite for cashflow, but ignored when it’s time for black millionaires to stand up for ordinary black people. (And the timing of news that Jay-Z had allegedly posted bail for Baltimore rioters was more than a little suspect.)
This Instagram sort of sums it up:
Watch BreakingBrown founder Yvette Carnell and Dr. Boyce Watkins discuss Jay-Z’s leveraging of blackness in the video below: