As Jay-Z’s musical palette expands, so does his target audience for his clothing brand Rocawear.

Hov has launched a new online marketing campaign consisting of 37 short videos featuring a bevy of musicians, poets and artists from all walks of life.

The videos symbolize Rocawear’s transition to a mainstream, all-encompassing clothing brand.

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” said Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

“It’s all walks of life,” continued Jay. “When I played the Glastonbury music festival people said a Hip Hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much [sic] cross-pollinization and the same thing is true for clothes.”

Additionally, Rocawear is opening a pop-up shop at 201 Mulberry Street in Manhattan’s NoLIta neighborhood. The space will serve as, rather than a store, a brand showcase for people to come and give their impressions of the brand.

The campaign videos can be viewed at thatsrocawear.com.

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