Jay-Z is one of- if not the- biggest celebrity in urban music. For over a decade not only has Jay-Z challenged the limits of his own craft, but he has challenged hip-hop culture itself. It is because the rapper/ mogul, born Shawn Carter, challenged the genre and culture on so many occasions, that he has been identified as a tastemaker. When Jay-Z started stressing in his raps that others should make their appearance more professional, people began getting their “grown man on” (a term used to described one who dresses in button up shirts). When Jay-Z said Cristal is his champagne of choice, rappers and consumers followed suit. When it was discovered that the makers of Cristal held negative views of their urban consumer base, he announced his boycott of the champagne. Again, others followed suit.

Now Jay-Z and his ability to influence urban culture is being put to the test in his latest anti Auto-Tune campaign.