PHARRELL (Rapper): (Singing) Issues, when you been what I been through, hey if you believe it, then you could conceive it. All kinds of minimalist beeps, burps and claps bump alongside huffing synthesizer vamps and blaring banks of horns. But nowhere is the album's populist ambitions as clear than in its dance-friendly, electronic-infused rhythms. Jay also invites on a few current 15-minute famers such as Drake and Kid Cudi. It helps that the songs are generally brighter, less violent and less drug-themed than past efforts. "The Blueprint 3" is easily one of his most commercially savvy albums to date, aiming for relevance in Wal-Mart kiosks, Hollywood clubs and Brooklyn bodegas alike. Indeed now that he sign multimillion-dollar deals with music promoters such as Live Nation, he's more of a global entertainer than ever - and he knows it. WANG: Despite his disdain for Auto-Tune, Jay isn't anti-pop. This is Sinatra at the opera, bring a blonde… This ain't for iTunes, this ain't for sing alongs. This is anti autotune, death of the ringtone.
(Death of Auto-Tune)," critiques the ubiquity of the voice-altering software in today's pop music. "The Blueprint 3" is well-versed in contemporary pop trends, though not always in a friendly manner. WANG: If Jay-Z can't decide if he want to focus on the past or the future, he's clear on where he stands in the present. I used to drink Kristal, (censored) racist, so I switched Gold Bottles on to that spade (censored), you gon have another drink or you just gon babysit, on to the next one, somebody call da waitress, Baby I'm a boss… JAY-Z: (Rapping) Don't be mad cos it's all about progression, loiterers should be arrested. (Soundbite of song, "On to the Next One") There's even a song called "Reminder" on "The Blueprint 3." However, elsewhere, Jay flips things around, urging listeners to stop dwelling on his past. WANG: The commercial is all about reminding people where Jay-Z has been. JAY-Z (Rapper): (Rapping) We are yeah I said it we are this is rock nation pledge your allegiance get y'all black tees on all black everything black cards, black cars all black everything and our girls are…
Professor OLIVER WANG (Sociology, California State University Music Reviewer): In a minute-long TV ad made to promote "The Blueprint 3," Jay-Z glides through a photo shoot, restaging every iconic pose from his previous 10 album covers. Only thing that's on my mind is who's gonna run this town tonight… RIHANNA (Singer): (Singing) Got a problem tell me now. Reviewer Oliver Wang says that, even this far into his career, Jay-Z is still finding ways to stay on top. This release, "The Blueprint 3," is his 11th solo album in 13 years. Jay-Z is one of hip-hop's most prolific and financially successful artists.