di•a•mond
1 a : native crystalline carbon that is usually nearly colorless, that when transparent and free from flaws is highly valued as a precious stone, and that is used industrially as an abrasive powder and in rock drills because of its great hardness; also : a piece of this substance b : crystallized carbon produced artificially
2 : something that resembles a diamond (as in brilliance, value, or fine quality)

Let’s look a little deeper into this definition above; used in rock drills because of its great hardness ….resembles a diamond (as in brilliance, value, or fine quality).

Ask any member of Rocafella Records if portions of these definitions illustrate their label and the answer would be yes. In nearly their decade of existence we have witnessed a story line that even Jay Z would have a hard time coming up with. If there has ever been a rag to riches story, then the rise of this label should be the outline that the book is written by. In the ten years that this label has been in existence, they have turned a dream of not having to explain and fight for the music they want to make, into a hundred million dollar label that has branched out into the world of movie production, clothing lines and alcohol beverage owners, thus making them one of the top labels in music history. From the looks of things it would appear that this company is just as the definition states: brilliant and fine quality.

However for any real hip hop follower, one knows that this “diamond” is a bit flawed. Rocafella records have pretty much rode the coat tails of one Sean Carter, better known by many as Jay Z. When you take a look at the Rocafella lineup it is plagued by a plethora of mediocre artist that despite making several albums have never been able to get off the ground. Team Rocafella can easily be analogized to that of the Los Angeles Laker team that won three championships in a row. A team that will go down as one of the greatest of all time, yet really only had two superstars and a lot of role players.

Just like the Lakers run came to an end (for the time being) it appears to me that “The Roc’s” championship run may soon be over as well. This dawned upon me earlier this year when it was publicized that The superstar of Team Rocafella, Jay Z will be making his departure from the rap game when he drops his last album, ‘The Black Album” on November 28. With Jay gone it is going to be very hard for this label to maintain at the level that they have over the past seven or eight summers. Nonetheless it wasn’t until late July when I knew that the fall of Rocafella could come faster than a two day reformed crack head going back to hang with his people. The arrest of Beanie Sigel, undeniable the second strongest link on the label for attempted murder, is a huge blow for Rocafella; Jay can always come out of retirement if he chooses to. If Beans is found guilty of murder there is no coming back for a long time.

With these two artists gone, the majority of the roster looks like a CBA All Star Team. State Property, Cam’ron, The Diplomats, Memphis Bleek the newly acquired MOP and Ol’ Dirty Bastard, aren’t given the chance to hold down a label of this magnitude. Therefore they can’t do it. They were never taught how to run the team, only Jay was given that playbook.

On the other hand there is hope. Freeway, Kanye West, Rell (remember ‘Love For Free’ back in 98?) and Anthony Allen with a strong showing from MOP could keep this label in strong playoff contention. But it doesn’t look like that is going to happen mainly due to the fact that Dame Dash is playing with the majority of these artists.

Dame let me talk to you for a minute. Dame where is Rell’s album? You have had this young man on hold for five years now and we had heard hardly anything from him. The label puts out a mediocre single/video two years ago and then nothing else (I have the album but that’s a different story). Dame, what’s going on with the Anthony Allen project? He created a great buzz with the Freeway track and then zilch. You signed MOP to the label about 16 months ago, and we are hearing little from them a track here and there but what’s the hold up? And last but for damn sure not least, why did you hold up Kanye West album? From the words of industry insiders the album is done. This cat is getting almost as much shine and anticipation for his album as Jay is his. This would have been a wonderful marketing tool. Drop Kanye’s album in the summer (as you had planned); let that ride until November, then BAM!! Black Album time. It is almost as if you don’t have faith that this known producer turned rapper has the skills to keep Rocafella on top. Well Dame, if you haven’t heard the mix tapes, he damn sure got something positive that can contribute to your label.

I am sorry, but I had to reach out to Damon Dash for a second.

This label has what it takes to win another championship, but they are more of a hit or miss team then anything. The road isn’t going to be as easy, Cam’ron is going to have step his game up, and get off this ego trip he is on and embrace the label that signed him and not his seemingly “find trouble wherever they go” Dipset crew who have minimal skills, Ol’ Dirty is going to have to get his rhyme style back which is not going to be hard. His real battle is going to be fighting off the drugs. Some may even consider Dirt to be the artist that makes or breaks this soon to be reconstructed label. Memphis Bleek, I am sad to say that the only thing you may be able to bring to the table is guest appearances on your fellow teammate’s albums. This is something that you are very good at doing, making full albums is not your forte however.

Is the diamond flawed? Without a doubt, it‘s very hard to find a flawless rock, but the encouraging news to bring out of this situation is that there are still some very strong pieces still in place. However Team Rocafella has a lot of decisions to make very quickly, Black Friday is right around the corner and it could potential mark a wrap for not only Jay but his whole team.


Diamonds Are FOREVER