Rapper launches new YouTube station 'Life + Times'
The rapper will debut the new channel with a live stream of the final night of his sold-out concerts at the Barclays Center in Brooklyn. The station is an offshoot of his lifestyle website of the same name, reports USA Today.
For the new channel, Jay-Z has teamed up with IconicTV, who will run the station like a television network with video content including Brooklyn Nets docu-series The Road To Brooklyn, fan-interaction show Roc Nation Check-In and Well Dunn with Jourdan Dunn – a programme about the British supermodel.
Speaking about the partnership, IconicTV co-founder Michael Hirschorn said: “His philosophy has always been to do things out of the box, do them first, do them in a surprising way. I think that’s one of the main reasons he has kept his brand as fresh and robust as he has because he’s constantly surprising the public with what he’s doing.”
He added: “The site really is a way for Jay to showcase the breadth of his interests, from fashion, architecture, music, style, food, consumables, electronics, and so forth. We’re approaching this channel and programming it, not at the level of an MTV – at least, not yet – but really programming it as a real channel that will have regular content, some featuring him, some under his creative direction.”