J Cole, the first signing to Jay-Z’s Roc Nation, also hit the stage early on, after which he spoke about hooking up with Hov. “It’s something I couldn’t imagine back in the day. I couldn’t fathom being 14 and writing raps to being here,” said Cole.
His deal with Roc Nation represents a 360 venture, in which the artist shares touring and merchandising revenue with the label in addition to record sales. “That’s the way new artists’ deals are being done in this day and age,” said Cole. “Unless you come to the table with some bargaining power, that’s just what you’re gonna get.”
Any deal with the most successful rapper ever may seem highly promising, but Jay-Z has struggled in the past in regards to breaking talent. However, Cole remains unfazed. “The type of artist that is gonna have success under Jay is the type of artist who’s gonna break himself, so his track record to me is irrelevant,” he said. “It’s really up to me. All [Jay-Z’s] giving me is a platform and a way for me to put my music out there. I’m not relying on Jay-Z to make me or break me