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Jay-Z and Samsung, Kindred Spirits

Jay-Z performs at Schottenstein Center in 2012 in Columbus, Ohio
Jay-Z performs at Schottenstein Center in 2012 in Columbus, OhioPhotograph by Stephen Albanese/Michael Ochs Archives/Getty Images

Jay-Z is negotiating a sponsorship deal with Samsung, according to The New York Post. The eight-figure deal would reportedly include a streaming music service, as a way for Jay-Z to sell music and Samsung Electronics to sell phones. Carving out a role for a big-name celebrity doesn’t always make sense for companies—as when, for instance, Alicia Keys kept tweeting from an iPhone even after being paid to shill for BlackBerry.

But the rapper from Brooklyn and the Korean phone maker could make this work, in part because Jay-Z seems to have an instinctive understanding of Samsung’s culture.