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I think with someone like Jay-Z it works as an excellent way to sell records. There comes a time (after the first $100m) that you can no long rap about the ghetto, selling drugs, and your rough/tough life. Not to mention it's a great conversation starter among fans "see that crazy new Jay-Z video, with the illuminati bullshit?" Don't get me wrong, his music does well without it, but it certainly adds additional views, etc.
Just think, it's such a powerful marketing tool that it started a thread here :-)
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