Art Deco Hip Hop

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Umbrella Genre: Hip Hop

Date and Location of Development: New York City, New York, United States in 2003 by the way of JAY-Z’s artistic growth

Stylistic Origins: Mafioso Rap, Bling Bling Rap, Big Band Pop & Jazz

The Original Art Deco Movement

Art Deco is the abbreviated form of the French term, “Arts décoratifs” – translated into decorative arts. Established in the early 20th century, art deco became an artwork and architecture style of modern luxury. It combined elements of avant garde modernism with the shaping ideology of Cubism and Vienna Secession. Practically, bold and sharp colors (primarily of silver, gold, black, and gray) were represented by boldly lined shapes of squares and cubes morphed together. The goal had been sleekness and a peep into futurism that could only be acquired by wealth.

In 1925, the “Exposition internationale des arts décoratifs et industriels modernes” had taken place in Paris, France. The fair showcased various architecture that introduced the style of art deco to the world. Fashion designers such as Paul Poiret (who introduced high fashion harem pants during the “flapper” era of fashion), furniture designer Émile Jacques Ruhlmann, and artist Georges Lepape (who illustrated covers for ‘Vogue’ Magazine) were some of the more popular names of the time period. The ideas of art deco spread throughout the world and can be seen today. Christ the Redeemer statue in Rio de Janeiro, Brazil was constructed between 1922 and 1931. In Paris, the Musée des Arts Décoratifs is inside the Louvre.

“Exposition internationale des arts décoratifs et industriels modernes” poster from 1925.

Paul Poiret and a 1920s woman wearing his fashion.

The Art Deco movement transferred over to the United States. Architect and real estate mogul, Irwin Chanin, visited the Parisian expo in 1925 and was inspired by the work he had witnessed. This lead to building The Majestic Apartments in Central Park, New York City, which opened in 1931– followed by The Century apartments, the Row NYC Hotel and Hotel Beacon and Theatre. The Chrysler Building became the world’s tallest building for 11 months after being completed in 1930 by Walter Chrysler. The city’s most famous landmark, The Empire State Building opened on May 1, 1931 after being developed by Richmond Harold ("R.H.") Shreve, William F. Lamb, and Arthur Loomis Harmon. The Lincoln Theatre in Miami Beach, Florida opened in 1936– with coastline buildings on the southern city’s beaches resembling the style.

In the 30’s, the Art Deco movement surged in American culture as an indicator of wealth. During that time, orchestral pop and Broadway musicals had been the most popular forms of music. Diners, cars, trains, and boats modeled themselves after the ideas of Art Deco. In 1937, a superyacht called the Malahne launched– being frequented by the likes of Grace Kelly, Frank Sinatra, and Elizabeth Taylor. By the end of World War II in 1945, consumers wanted to go back to traditional styles causing an end of the Art Deco movement.

The Empire State Building in NYC.

The Pioneering Eras of JAY-Z’s ‘The Blueprint 2’ and ‘The Black Album’

When Touré wrote for ‘The New York Times’ – in the article “Superstardom Is Boring: Jay-Z Quits (Again)” – he described the atmosphere of JAY-Z’s sports bar, The 40/40 Club. On that night in 2003, he mentions there was a “neo-Rat Pack vibe to the scene: lounging millionaires, tall models playing pool, and a sexy waitress in a short skirt offering cognac and cigars.” The article came during the release week of JAY-Z’s eighth studio LP, The Black Album . At the time, The Black Album , had been promoted as the retirement statement for who had arguably been the greatest hip hop act of that current generation.

JAY-Z’s transition into his signature style of art-deco influenced rap would happen with the release of his November 2002 album, The Blueprint 2: The Gift & The Curse . The rapper would transition out of his days of Mafioso and Bling Bling Rap for more matured and sophisticated sounds. On “Hovi Baby” (produced by Just Blaze), the blaring horns from a live concert band of TLC’s “Diggin’ On You” would be sampled. The song had been triumphant, showing a sense of grandeur pride. While “Excuse Me Miss” (produced by The Neptunes) had an icy, smooth feel thanks to its laid back 808-reverbed instrumental, the interpolation of a Luther Vandross quiet storm hit (2001’s “Take You Out”), and the falsetto crooning of Pharrell.

The Black Album furthered some of those themes. On “Threat” he mentions “we Rat Pat n!ggas” before name dropping Frank Sinatra. Over the track’s grand piano, there is also a mention of Warren Buffett giving into this idea of hip hop CEOs modeling after businessmen influenced by the Rockefeller family that sustained their wealth during the Art Deco period.

JAY-Z sits as the third person in the VIP section of his 40/40 Club— speaking to Megan Thee Stallion (far left) and Swizz Beatz (right) for the venue’s 18th anniversary in 2021.

Beyoncé and JAY-Z performs at The Black Album concert in Madison Square Garden on November 25, 2003.

With production from the likes of Just Blaze, Kanye West, and the Neptunes, The Black Album played on big band energy. “Allure” in particular delved into opulent production and the images of luxury– just as “Change Clothes” referenced this idea of switching fashion sense. As JAY-Z took more of a break after releasing ‘The Black Album’ (although we’d get that subtle vibe on 2006’s “Lost One” and his Bey collab, “Upgrade U”), the producers of The Black Album continued. Kanye West discussed the consequences of blood diamonds associated with wealth on “Diamonds From Sierra Leone” in 2005. The song featured sparkling instrumentation of strings and a harpsichord. While Pharrell appeared on the Copacabana fueled “Beautiful” by Snoop Dogg and the Parisian-affected “Say Somethin'” from Mariah Carey (which also featured Snoop.)

As the 2000s came to a close, the themes of luxury in hip hop persisted under the guise of JAY-Z. Suits and button downs had become the wave to contrast against the immaturity of long tees and sagging jeans. Of course that was meant with criticism, and subsequent contrasting styles of hip hop– as well as the rise of opposing, more youthful figures. JAY-Z made a point to show in his own body of work that wealth needed to be classy and mature rather than go back to the reckless days of bling bling rap. That would be exhibited more on his American Gangster soundtrack answer to the 2007 film. In the music video of “Roc Boys (And the Winner Is)...” he appears in an all star video of celebs dressed to the nines, toasting champagne at the 40/40 Club.

JAY-Z pops a bottle of Ace of Spades champagne during the filming of the music video for “Roc Boys” in 2007.

The Billionaire Expansion of the 2010’s

The week that his 11th studio album, The Blueprint 3 , dropped, JAY-Z performed at the infamous 2009 MTV Video Music Awards alongside Alicia Keys. For the first time they would do “Empire State of Mind,” a song that saluted the “concrete jungle where dreams are made of,” New York City. On the track, JAY-Z raps over a dropping 808 and a jittery piano about various locations and Pop Culture references tied to the city. It evokes the spirit of Frank Sinatra’s 1977 soundtrack staple, “Theme From New York, New York.” “Empire State of Mind” finds JAY-Z mentioning “I’m the New Sinatra.”

The Blueprint 3 expressed the further maturity of JAY-Z as a rapper. As he was only three months shy of turning 40, the album came across as a manifesto to the younger generations taking over being the current faces of hip hop. Kanye West and No I.D.’s production on “A Star Is Born” featured big band marching instruments with JAY-Z saluting his rap peers and properly introducing his Roc Nation protege, J. Cole, to the mainstream world of hip hop. By this point, JAY-Z had been inching closer to becoming a billionaire as publications took more interest in his net worth since he represented the new class of wealth.

His joint album with Kanye West, 2011’s Watch The Throne discussed topics such as the American Dream and being at the top of hip hop’s present culture. The ideations of shimmering, lush production would be present on “Niggas in Paris” (which had been more suitable for the raving craze of the decade), while “New Day” modeled more after the classic sound of The Black Album era.

JAY-Z looking at the Empire State Building in the video for “Empire State of Mind.”

“Look, Daddy got a gold sippy cup for you,” says JAY-Z to his 1 year old daughter Blue Ivy, holding his Grammy in 2014 for “Holy Grail.”

By this point art deco hip hop fronted by the likes of JAY-Z started crossing over pop. “Empire State of Mind” had become a global force– synonymous with American exported music– reaching No. 1 on the Billboard Hot 100. In 2013, Justin Timberlake took a page from the classy sound on his sleek pop&B track, “Suit & Tie.” Only July 4, the surprise release of JAY’s 12th studio album, Magna Carta... Holy Grail launched with their anthemic collaboration, “Holy Grail.” That song featured an interpolation of the hook from Nirvana’s “Smells Like Teen Spirit” – adding on to how Art Deco’s movement in contemporary music also exemplified New Americana.

Another highlight from Magna Carta was “BBC.” Beyoncé acts as “Third Ward Trill” aka Yoncé who announces “my mothaf*cka is a billionaire mothaf*cka!” Under lavish hip hop and go go production that finds her adlibbing, Nas rapping about Gucci sneakers and the Eiffel Tower, and Timbaland, Pharrell, and Swizz Beatz rapping about “billionaire” and “R.I.P. to Gianni [Versace],” the song is the epicenter of what Magna Carta is about high fashion (see: “Tom Ford”), luxurious traveling, and a new era of wealth. It also had been a salute to the Billionaire Boys Club fashion label established by Pharrell in 2007– which JAY-Z invested in. Point blank period: Art Deco Hip Hop is the era of Bling Bling Rap.

That same year, ‘The Great Gatsby: Music from Baz Luhrmann's Film’ came out as the musical soundtrack for a movie starring Leonardo DiCaprio, based on the 1925 novel by Scott F. Fitzgerald. JAY-Z served as the executive producer of the soundtrack with songs such as “$100 Bill” and “Young and Beautiful” by Lana Del Rey. Later, Lana Del Rey had “Art Deco” which had the lyrics “cause you’re so ghetto,” serving as a juxtaposition to what the meaning of the artform had been.

As the race to become hip hop’s first billionaire became a main focal point in lyrical subject matter, audiences would receive the album, Hood Billionaire from Rick Ross in 2014. On his 2017 album, Rather You Than Me , he describes “Santorini Greece.” DJ Khaled linked up with JAY-Z and Bey for “Shining” in 2017, where they discussed winning and shining bright due to their fame and riches. In 2018, Swizz Beatz dropped his second studio album, Poison , with artwork that featured a painting, and production inspired by his hobby of art dealing and trading.

JAY-Z and Beyoncé continued their immersion in Black wealth with EVERYTHING IS LOVE in 2018. The music video for “APESHIT” features them and an ensemble recreating artworks in the Louvre. And by 2019, JAY-Z was finally recognized by Forbes as a billionaire.