jay

You streamed 4:44 but need to listen much more. Stop rappin’ to Jay and just do what he say. Playtime is ova’, so says Hova. He spit one line to kill white supremacy. What line, fam? He said “I’ll be damned.” 

Jay Z may have given us his best work with 4:44. What we know for sure is he has our attention: Tidal jumped to number one in Apple’s App Store after 4:44 dropped, with more downloads on a single day than any other app over the past year, according to Apptopia data. I could say much about the album but only one line matters: “I’ll be damned if I drink some Belvedere while Puff got Ciroc.” If we truly grasped all that line conveys and lived by it, we would no longer wake up to headlines of police shooting black people. Black power would be the new norm.

Jay Z is a multimillionaire and should he choose to have a drink, his options are unlimited. He could import exotic vodkas or fly overseas to drink them. Still, the choice is simple for him: he’ll be damned if he picks up another bottle when his black brother has stake in Ciroc. You heard the lyric but did you get the weight of it? “I’ll be damned” is something like, “over my dead body.” When you say “I’ll be damned” you are drawing a line in the sand. “I’ll be damned” means there are no exceptions. “I’ll be damned” connotes a firm commitment that cannot be easily broken; even if honoring that commitment is inconvenient. If we shared that level of determination to build up black businesses, banks and other institutions, black people would live in true freedom, regardless of who the president happens to be.

Puffy does not own Ciroc but his deal with the vodka brand is quite awesome: he literally invests nothing but still reaps half the company’s profits, through the duration of their deal. Although it isn’t ownership, Jay Z still sees the value of creating wealth for his black brother and has decided that he will remain committed, no matter what. We must go beyond hearing the music and begin imitating the actions. We have to decide that we’ll be damned if we buy from company x, so long as there is a black owned company that can satisfy that need and create jobs for other black people. If we are tired of living in a world full of black oppression we have to finally say, “I’ll be damned if I deposit my money in bank x” when there are black owned institutions we could support, who in turn will support our community. We need an “I’ll be damned” revolution in black America. Buying, banking and building all things black must transition from a trendy ideal in our heads to an “I’ll be damned” lifestyle.

The challenges of blackness in America will not be overcome through a casual commitment to conquering them. “I’ll be damned” is the only way. We as black people can exist with some degree of freedom as Americans if we continue to live as we always have but we will never have true power — the freedom to be independent and choose our own fate in this country. This is black power and it requires a more solid and unwavering commitment to ourselves. Just as Jay Z has committed himself to supporting his brother — no matter what and I’ll be damned — we must also commit to our community. Jay said a lot on the album but one line holds the key to black freedom and power: I’ll be damned.

 

** No One Can Oppress You Unless You Give Them The Money To Do It**

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