“I’m a mirror. If you’re cool with me, I’m cool with you, and the exchange starts. What you see is what you reflect. If you don’t like what you see, then you’ve done something. If I’m standoffish, that’s because you are.”

My thing is related to who I am as a person. The clothes are an extension of me. The music is an extension of me. All my businesses are part of the culture, so I have to stay true to whatever I’m feeling at the time, whatever direction I’m heading in. And hopefully, everyone follows.

Excellence is being able to perform at a high level over and over again. You can hit a half-court shot once. That’s just the luck of the draw. If you consistently do it… that’s excellence.

Everyone’s supposed to stay in their lines and be neat. ‘You’re a rapper. You’re supposed to rap, carry a boom box, wear chains, and go to the club – that’s all you do. What are you doing collecting art?

They say a midget standing on a giant’s shoulders can see much further than the giant. So I got the whole rap world on my shoulders, they trying to see further than I am.

I can think of no one more relevant and credible in the hip-hop community to build upon Def Jam’s fantastic legacy and move the company into its next groundbreaking era.

I listen to everything – from Sarah McLachlan and Alanis Morissette all the way down to rap like Scarface, UGK and Lauryn Hill.

Biggie was the King Of New York as a rapper. There’s a lot more dangerous guys than Biggie Smalls out there, you know what I’m saying? John Gotti was way closer to King Of New York than him.

When I came into the music, I was forced to be a CEO. I was forced to be an entrepreneur; I was forced to… because I was looking for a deal. I didn’t have this grand scheme of starting a record company and then morphing into a clothing empire.

My passion is music, you know, and music influences culture, influences lifestyle, which leads me to ‘Roc-A-Wear’. I was forced to be an entrepreneur, so that led me to be CEO of ‘Roc-A-Fella’ records, which lead to Def Jam.

I’ve never looked at myself and said that I need to be a certain way to be around a certain sort of people.

Primarily I see myself as so much more than a rapper. I really believe I am the voice for a lot of people who don’t have that microphone or who can’t rap.

Successful people have a bigger fear of failure than people who’ve never done anything because if you haven’t been successful, then you don’t know how it feels to lose it all.

Just strengthening that theme that America is a place of opportunity and hoping to inspire people to fulfill those opportunities, and to want more, and to want better, and to see the places we can go. So many people identify with me because of the place that I come from.

If I go into a studio and find my truth of the moment, there are a number of people in the world who can relate to what I’m saying and are going to buy into what I’m doing. Not because it’s the new thing of the moment, but because it’s genuine emotion. Its how I feel. This is how I articulate the world.

I’m just making an observation. They’re crying out for the love that maybe they didn’t get at home, and they got everything.

People really feel like music is free but will pay $6 for water. You can drink water free out of the tap, and it’s good water. But they’re OK paying for it.