Jay Electronica

Toyota Misses Opportunity To Do Something Epic With Jay Electronica

I am going to have to  find a way in the room with the decision makers when they seek to infuse Hip-Hop, culture and music in their big budget campaigns. Take the new colorful, delightfully artsy commercial with the eternally enigmatic Jay Electronic and Toyota. What could have been an epic moment in an already epic year, Hip-Hop fans were simply left flustered and, in some cases, upset.

The video is vibrant. There is a dope beat. There is a golden clash of commerce, color and culture. Early in, we see Jay Electronica writing something (presumably rhymes) and later rapping as paint bounces off booming speakers. The only problem: not a single bar is uttered during the whole 3-minute melodramatic episode. The tease was real and it only activated the savage in the rap fan still awaiting an album from Mr. Electronica.

So, we are simply left with more questions from Jay-E. That’s nothing new. Mystery is his brand. Are we going to get an actual track? Will there be a follow-up commercial that reveals a new song? Does this tie-into a bigger project like Jay-Z’s relationship with Samsung? We don’t know, so there is opportunity to make this right. Until then…they just got a free look on a bunch of sites through an artist we respec. That beat was ripe for J.E. to rip too.

Yes, the art was cool, but we all know why we watched the whole video.

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  • Brindle

    dope commercial, lil too long though…

  • Hector G

    haha jay electronica sucks sorry nobody checking for that

  • Super_Hero

    missed opportunity? He got a great opportunity without any music out. only reason he got the commercial is because Jay-Z keeping him on the shelf. this is their way to keep him happy for a few more months.

    • moonfromsoufcack

      key word “keeping”..question is why tho?

    • I_AM_Houston

      Hov aint stopping mixtapes or none of that

  • Dope

    Nah, they didn’t miss anything. This was a perfect, realistic display of Jay Electronica’s career. He looks like a rapper,acts like a rapper, but we never actually hear any raps from him.



  • Q.

    When is Jay-E gonna put an LP out?…Hip-Hop is in shambles and this azzhole’s on permanent vacay. Fvck yo car commercial! LBS

  • disqus_lcLBazVyTd

    wow…. we been missing an album for like 6 years but you mad toyota missed out….

  • Papi Peligro

    Jay E shouldn’t be endorsing a product dude racist. If a racist said ninjas was monkey’s like he said caucasians from caves. All heck would break loose. You lost me on this one.