Hip-hop branding executive, Steve Stoute, had the opportunity to sit down with hip-hop star Jay-Z on the latest episode of online series, “The Tanning Effect,” regarding hip-hop’s effect on the globe.

Jay talks about what the success of his latest album with Kanye, Watch The Throne, around the world means about hip-hop’s impact globally, comparing it to jazz’s growth and saying hip-hop’s direct connection to his listeners is the driving force.

He also talks about the style and culture hip-hop’s brought into the minds of fans; and how it’s grown from his early days when execs didn’t want a full hip-hop tour. The finally, Jay talks about his feelings about Cristal executives not liking hip-hop’s co-sign of their champagne.