Jay -Z introduced Life + Times: a new online page of the way of life that presents the rapper flavor in cars, clothing and top -end devices, yesterday. It is not far from the Goop Bulletin of her friend Gwyneth Paltrow, but with a more key aesthetic in the interest of ambitious young people and a cellular ascent: fashion and design messages are combined with articles about games and music.

It is an intelligent call. While the Paltow site mocks systematically to be disconnected from the truth of women who are not fabulously rich, life + times would like to keep things at least a little land despite all the beloved things that obtain the HOV approval seal.

Photos: Jay-Z and Beyonce-Royal Hip-Hop

Life + Times is only the last component of the Jay-Z advertising empire, which includes problems in the 40/40 club chain, the New Jersey basketball franchise, Rocawar and the Roc Nation label. Although the site is probably a main source of source of income for the rapper, this is a potentially main step towards the expansion of its established “brand” and moves it to a cultural influence of the Oprah type.