Three Kings – by Zack O’Malley Greenburg
Date read: 12/6/22. Recommendation: 8/10.

The story of Diddy, Dr. Dre, Jay-Z, and hip-hop’s multibillion-dollar rise. Greenburg digs into each icon as an artist and entrepreneur, examining similarities and differences in how they cut their own paths to the top. As the book reveals, Diddy, Dre, and Jay-Z all grew up effectively fatherless, developed a flair for music, started their own record labels, and released classic albums before moving on to become multifaceted moguls. But each legend had his own unique strengths that distinguished him along the way.

See my notes below or Amazon for details and reviews.

My Notes:

Upbringing:
“Diddy, Dre, and Jay-Z all grew up effectively fatherless, developed a flair for music, started their own record labels, and released classic albums before moving on to become multifaceted moguls.” ZG

Jay-Z’s Success:
Legendary lyricist who plays business like a chess game, plotting multiple moves ahead. Most successful recording artist of the three, every album he’s released has been certified platinum (multiplatinum every single year from ’98 through ’03). 

Jay-Z’s Origins:
“A year before the release of ‘Rappers Delight,’ Shawn Carter discovered hip-hop in his own backyard. On a sweaty summer afternoon in Brooklyn’s Marcy Houses, a bleak public-housing project…a nine-year-old boy soon to be known as Jay-Z noticed a group of kids standing in a circle. One of them, a local rapper called Slate, freestyles about everything—anything—that crossed his mind, from the sidewalk to the crowd around him to the quality of his own rhymes. He rapped until dusk fell, spitting lyrics as though possessed.” ZG

When Jay-Z first saw slate he thought, that’s some cool shit, then imagined how he could also do that. He went home and started filling up spiral notebooks with his own rhymes. He would pound beats on the kitchen table and scour dictionaries for new words. 

Jay-Z’s name: childhood nickname (Jazzy) and two subway lines near the Marcy Houses (J and Z), homage to his first mentor (Jaz-O).

Fundamentals:
In 1984, Jay-Z met Jonathan ‘Jaz-O’ Burks who showed him the ropes—metaphor, simile, onomatopoeia, structure for writing songs. 

Hustling:
Jay-Z’s childhood friend and neighbor in the Marcy Houses, DeHaven Irby, pulled him into the drug trade (crack). They would venture to Trenton, New Jersey, or down south to Maryland to deal away from their home. The only thing that pulled Jay off the streets was music. 

First trip overseas:
In 1988, Jaz-O landed a deal with UK-based label EMI. Brought Jay-Z (his then-apprentice) to London with him for two months. EMI ghosted Jaz-O when his record didn’t land, Jay-Z became disillusioned with hip-hop and turned back to the drug trade.

Self-made:
Jay-Z used profits from drug dealing to start a record company since major labels balked at hip-hop and it was the only way to get his music out. Started his own label: Roc-A-Fella Records a play on the world’s first billionaire (John D. Rockefeller) and the draconian drug laws bearing his family’s name. 

Debut album:
Reasonable Doubt: “Jay-Z’s dexterous rhymes and skillful rendering of a hustler’s life went on to sell 420,000 units in its first year. The record established Jay as one of his generation’s premier rappers.” ZG

Seize creative control: Two indie labels were helping with distribution for the first album. When Jay pressed them for unpaid royalties, they couldn’t cover what they owed. Jay then negotiated his release and the rights to his master recording. This allowed him to shop his record to major labels for a second run which Def Jam bought into by purchasing one-third of Roc-A-Fella for $1.5 million. 

Create your own:
During the late ‘90s, Jay was wearing clothes by the European designer Iceberg. Soon many of his fans were doing the same. Damon Dash (Jay’s business partner) negotiated a meeting with the bigwigs at Iceberg to land an endorsement deal. Jay and Dash asked for millions and the use of a private jet. Iceberg offered free clothes. This experience led them to start the clothing company “Rocawear” and take a do-it-yourself approach.

“They hauled sewing machines into Roc-A-Fella offices and hired people to stitch together early Rocawear prototypes. They weren’t anywhere close to building something scalable: shirts took three weeks each to make. Finally, they asked Russell Simmons for advice, and he set them up with his partners at Phat Farm….” ZG

“Soon Rocawear replaced Iceberg in Jay-Z’s lyrics and on his person, and the fledgling brand became a real business. Jay-Z had discovered what would become one of the central tenets of his business; whenever possible, own the products you rap about; otherwise, you’re just giving someone else free business.” ZG