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Beyond that, Jay-Z has acted as an informal salesman for everything from Seven Jeans! to Manolo Blahnik shoes to Armand de Brignac champagne to the Maybach Mercedes Benz. Using his hip-hop props to send shockwaves throughout the commercial marketplace he's turned masses of African-Americans into consumers of luxury goods. Still, if Jay-Z is going to compare himself to Black Jesus, he has to do it for better and for worse. If the marriage is to be consummated, Jay will face one issue that tarnished MJ's career – yeah, that whole "retirement" thing. Jigga started making hits in the mid-90s and extended his reign until he bowed out from the rap game for the first time with his release of The Black Album in 2003. Since then, much like Michael, he's moved into the front office of the recording industry as President/CEO of Def Jam Recordings. Which leads one to wonder: Why does Jay-Z, like MJ, feel the need to come back from his job as the head of hip-hop's most successful label? In his own words, Jay has said his "passion" for the game brought him back. Translated into Jordan-speak, that might well mean I can't take life away from the singular spotlight. Much like Jordan in a Chicago Bulls' "No 45" jersey, the comeback can be considered to be respectable. Then again, think again, about Jordan as a Wizard. In an industry that is all about image, Mr. Carter, who's pushing 40, might just be a little too mature for today's rap game. It remains to be seen whether the second coming of Jay-hova will show that he has lost touch with the fan base that made him great, or that he has solidified his ability to bring hip hop's level of maturity up with him. In either case, the hardest thing for a man in Shawn Carter's position is to maintain his position at the top of the game. Jay and MJ once had the sense to walk away from the game with their wrists broken gracefully, banging home game-winning shots, dominating the game at its highest level. With this highly anticipated return to the mic, every step Jay takes, and every song he makes, has the potential to water down his hip-hop legacy. The first single off of Jay-Z's new album, "Show Me What You Got," has already received mixed reviews from critics and Jay-Z fans alike. Reviews of the entire LP have not fared much better. Some believe that Jay is getting too commercial and starting to sound more like Beyoncé pop than Roc-A-Fella hot. Others simply think that Jay is doing it bigger and better than ever. For example, in the "Show Me What You Got" music video, Jay-Z does anything but keep it simple. His co-stars are Indy Car driver Danica Patrick and NASCAR star Dale Earnhardt, Jr. racing around Monaco with Mr. Carter in tow. So if Jay-Z is falling through with the musical content in the new album, he is at least bringing the entertainment value of his performances to another level and trying to increase the crossover appeal of hip-hop. At a time when a younger generation of artists (T.I., Young Jeezy, Ludacris, etc.) has almost total control over the hip-hop game, it remains to be seen whether fans will find Jay's efforts are the material for a "Hollywood Divorce," or whether they will simply appreciate one man's efforts to diversify the genre. Phrased another way, will this Jay-Z revival be akin to the reintroduction of the McRib, or will he continue to satisfy like a down-home meal? In either case, the lead single for Kingdom Come is aptly titled. "Show Me What You Got." Eh Mr. Carter? Well, we are all waiting for the ultimate NSF to do just that. Just make sure you got the right jersey on. Cole Wiley is a freelance author, student filmmaker, and the President/CEO of Heygood Images Productions, Inc. He is currently a third-year student at Harvard Law School and the son of the late journalist and author Ralph H. Wiley, Jr. You can contact him at
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