Jay-Z - Greed, Glory or Superstar Status?

I have to go against all these words.

Since beginning my project here at Ogilvy, I have conducted some in depth research on rap/hip hop phenomenon Sean Carter better known as Jay Z. My naive initial approach was that Jay Z was a money grabbing, exploitative celebrity, but how my opinion changed.

He is an entrepreneur that makes the most of his ventures. He is not only a musician, but a producer, designer and investor.

Businesses:

- Owns part stake in NBA team New Jersey Jets.
- Co-owns widely recognised club 40/40, which has since expanded to various locations in America.
- Has his own clothing label Rocawear which turns over $700 million dollars annually.
- Assigned to Rocafella Records.
- Produces for the likes of Kanye West, who has taken the world by storm.

You may think this is all greed. Trying to get as much money as possible. But isn't this what everyone does in life? Although Jay Z is different from many others. He may have a multi million clothing company and sold 50 million albums, but he still finds time to donate money and time to people less fortunate.

- Prior to the devastation of Hurricane Katrina, Jay Z donated $1 million to the American Red Cross to deal with the aftermath of the tragedy.
- Set up the "Sean Carter Scholarship Foundation" which gives opportunities to those individuals who are looking to further their education.
- Also set up the "I will not lose" campaign: "Celebrates those who overcome adversity daily to continue to thrive and make the world a better place. These individuals have omitted the word can't from their vocabularies and have gone on to achieve in various ways. The campaign is the brainchild of one of those very people; Shawn Carter."
- Met with UN Secretary General Kofi Annan to help raise awareness and combat global water shortage. Jay Z took this to a global scale, making a documentary for MTV, "Water for life."

I think many people are to quick to conform to the stereotype that celebrities manipulate and don't do anything to improve the wider world outside show business. However, this is evidence to prove that Jay Z doesn't fit this particular stereotype, and is consistently working to make peoples' lives more fulfilling.

This is a quote that I find particularly relevant to Jay Z's career. He's been doubted, disrespected, but fought against this to achieve not only success, but a different form of celebrity.

Challenge me, doubt me, disrespect me, tell me I'm older tell me I’m slower tell me I can no longer fly, I want you to - Michael Jordan

Nearly Half Way Through

It's the end of my fourth week at Ogilvy and it's been a adventure since day one. After the busy, diary filled first two weeks, things have died down. I have not had much work to get on with and it's horrible not having the adrenalin of being under pressure.

However, I have experienced talks on Consulting, Digital Media, Interaction, Systems and Domain to name a few. These presentations have really helped broaden my knowledge and take a different perspective when looking at scenarios in the workplace.

Although I have not been tremendously busy, I have ensured that I have occupied myself in the meantime. Work on a team project for the end of the placement is well underway despite a few initial hiccups! Furthermore, I have been able to socialise with a number of people with varying experience, offering me useful advice on future careers.

I now know for a fact that I want to be involved in sport representation. Working day-to-day on brands isn't what really gives me the drive. Working on something I'm passionate about, will not only be seen through my work, but my enthusiasm to get up the career ladder.

With this in mind, I have contacted the four major players in the agent world. However, only one response. Despite this it was a positive one. I must not only say that I have a passion for sport, but how I will translate it into the world of sports marketing and pr. With this in mind, it's made me really think about writing CV's to "get ahead of the game".

What's instore for the next 5 weeks is not known, but I'm hoping for the opportunity to work in the PR department and develop my skills built up in my first year of University.

Equality or Stupidity?

South Africa have been a dominant force in Rugby Union over the last 15 years, but recent events have soured not only my opinion on South African Rugby, but I fear that future success will be limited.

Following the World Cup success in France against England, Coach Jake White was replaced by Peter De Villiers. Plans were implemented prior to the World Cup to have "Black Quota" which would come in to force following White's departure. This quota states that the South African starting line-up must consist of 25% black players. This angered me. I understand that there is a lack of black players participating in Rugby Union, but that is not down to racism, but ability.

In the recent Tri Nations match against New Zealand (to which they lost 19-8) South Africa included 7 black players: Bryan Habana, Conrad Jantjes, Odwa Ndungane, Ricky Januarie, Gurthro Steenkamp, Brian Mujati and Bolla Conradie. This meant that full back Percy Montgomery who has amassed nearly 900 points for South Africa was left rotting away on the bench. Not only this, but Francois Steyn a scorer of 52 points in 18 tests took his place on the substitutes bench. For someone who is regarded so high in World Rugby (kicked winning penalty in World Cup Final) to be left out of the starting line-up is bewildering.

Although I believe that the opportunities available to blacks in Rugby Union, I do not believe in the South Africa's stance on this quota. Whether it is political pressure or so called racial discrimination, players should be picked on merit not colour. If a black player is better than a white player, then I see no reason why they should not be in the starting team. But a quota that stipulates such a high percentage, is likely to worsen the South African game and their high standing in the sport.

Imagine if this happened in football. "Christiano Ronaldo, Wayne Rooney and Nemanja Vidic have been dropped due to the black quota that has been put in place." This would cause outroar within the public. Taking your best players out and replacing them with players of lower quality. It would be pure idiocy!

It is a situation that South Africa must sort out in order to continue their tradition of fluid, exciting and successful rugby. If this measure stays in place, I can only see South Africa "passing like a ship in the night."

* South Africa Rugby have also stated that "each of the four South African Super 12 squads must contain at least eight black players this season." *

Revolutionised

I am now over a week and a half into my summer placement scheme, and it has proved useful in helping me build a list of possible career paths. Initially, I thought I'd be going into Public Relations but I was thrown into the deep end and placed with Ogilvy Advertising. Having such a strong tradition and reputation in the advertising world, it was a daunting process.

Being relatively unfamiliar with advertising in general, I was coming into the business a mere mortal. With the strong legacy David Ogilvy left behind, I knew I would be in safe hands. I was placed under the watchful hands of two account executives on the current Hellmans and Comfort advertising campaigns. It begun with a lot of extensive research on data all over the Internet. However, as the week went on, I was entrusted with more responsibility and I have thrived upon it.

Not only have I become more knowledgeable about the Ogilvy philosophy and advertising process, I have become brain dead with computer functions.

Time sheets, despatches and expenses have become a vital part of the working process. However, possessing a limited amount of brain space, it has been quite difficult to take in the information and act upon it. But I'm working on it!

Next week begins with a Helmanns trip away beginning at 5am! I have not yet accustomed myself to the 8am mornings, so I think Red Bull or an all nighter might come in handy! (Ignore the latter!)

It has been a valuable experience, and although I don't see advertising as a long term thing for me, I will make the most of it, as I believe attitudes can change.

Additionally, the 10 weeks is broken into 2 x 5 week segments, so I will get an opportunity to channel my work in a different department on a separate campaign.

Upon signing off, I have to display what a vibrant and interesting working environment Ogilvy is set in. A young enthusiastic workforce, and poignant messages all across the workplace highlighting the prestige of working for such a reputable company.

The quotes surrounding the Ogilvy office:

"Champions aren't made in gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision." - Muhammad Ali

"If it doesn't sell, it isn't creative." - David Ogilvy

"We sell or else" - David Ogilvy

"Unless your campaign contains a big idea, it will pass like a ship in the night." - David Ogilvy