Jay-Z may have 24 Grammys to his name, but he’s had moments where he felt slighted by the Recording Academy. For that reason, the rapper now looks at Grammy nominations as a marketing strategy.
“I remove myself from the process and hope they just get it right,” he said in an interview with TIDAL. “It got to the point where I was like, it’s just a marketing thing. You go, you got an album out and it could help the sales go up.”
But it doesn’t guarantee an actual win.
Jay know this firsthand; he’s been nominated 88 times, suffering losses that led to his current state of mind. In 2018, for example, he didn’t win any of his eight nominations — a moment he believes was “a missed opportunity” for the Grammys.
“That album, 4:44, was a moment for us to say, ‘Hip-hop is viewed as a young man’s sport. Now here is this album that could take us into the next sphere.’ I feel like they missed the moment,” Jay said.
He also thinks they missed the mark when his wife’s LEMONADE lost Album of the Year to Adele‘s 25, “but [also] when Beck won over her” in 2015. Jay’d also been advocating for Beyoncé to win that category this year, as her album Renaissance “just inspires creativity.” She lost to Harry Styles‘ Harry’s House.
His hope “for the culture” is that one day the Grammys “get it right.”
Jay attended the annual event, joining DJ Khaled‘s performance of “God Did.”
“You know, it’s a four-minute verse. Again, for the culture, for hip-hop, we got to do that,” he said of his decision to perform. “We owe it to the culture, and it ain’t even a burden. It’s a blessing. It’s easy and fun.”
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