>> your grandmother is absolutely getting down to "in da club." she's calling it "in the club," but she's getting down to it. i mean, that was everywhere. it was in a commercial. ♪ >> sounds like he's integrated his hit "in da club." extraordinary. >> one of the biggest differences between the '90s and 2000s in terms of hip-hop is this idea of business. >> 33-year-old jay-z is the reigning king of rap. he owns his own record label, clothing line, and movie production company, generating almost half a billion dollars a year in sales. ♪ allow me to reintroduce myself ♪ ♪ my name is hove ♪ ♪ h to the o-v ♪ ♪ i used to move slow plates by the oc ♪ >> with jay-z you're watching a hip-hop artist grow up from telling you sort of street tales to someone who has money, who has fame, who's traveling in very different circles now. ♪ piece of paper bearing my name