Dame Dash is questioning Jay-Z’s “Reasonable Doubt” subway campaign, is he really saying something deep about the Roc-A-Fella legacy?
Dame Dash just refuses to let Jay-Z breathe, at least in conversation. The Roc-A-Fella Records cofounder has made sure his former partner’s name stays in rotation. And this latest critique over the Reasonable Doubt anniversary rollout has us scratching their heads and debating his points.
This time, Dame has taken exception with the New York City subway campaign promoting the 30th anniversary of Jay’s first album. His argument was simple enough. Back when Roc-A-Fella was building its empire in the mid 1990s, he says they weren’t riding the train. They hated the subway! So why celebrate that era by wrapping subway stations and trains with the album’s imagery? Jay was walking down there and things of that nature.
Dame’s point seems rooted in authenticity, especially of that period. If the campaign is meant to capture the spirit of 1996, he apparently believes the visuals should reflect the lifestyle Roc-A-Fella was living/projecting at the time. Fair enough.
But…
Where else do you reach millions of New Yorkers every day? The subway is one of the most recognizable advertising platforms in the world. If the goal is putting “Reasonable Doubt” directly in front of the people, it is hard to argue against the strategy. Plus, a lot of that old RD marketing was just that, marketing! This is MARKETING. You could cover buses, taxis or billboards, but few things scream New York louder than the subway system. The Empire State Building simply does not host ads like that.
Then there are the people.
The comment section came with zero mercy. People, even notable folks, challenged nearly every point he made. And nobody seemed worried about getting blocked. Truthfully, Dame doesn’t appear interested in shutting anyone down. Engagement is engagement. Every clip keeps his name hot in these digital streets. If another platform wants to pay him to keep talking, nobody should be surprised if he accepts the invitation.
Dame did make one point that deserves serious consideration.
He reminded everyone that Reasonable Doubt is his legacy too.
That is difficult to dismiss. Jay-Z created the music, but Roc-A-Fella Records was built by three men: Jay-Z, Damon Dash and Kareem “Biggs” Burke. Dame was one of the architects on the business side and this is Hip-Hop history. Regardless of where anyone stands today, history cannot erase that contribution.
Sad, money, power, personality clashes and probably ego eventually fractured an empire. I think there is still disappointment that three brothers who changed Hip-Hop never found a celebrate what they accomplished together.
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