Jay-Z Beefs Up His Brand with Life + Times?

Jay-Z, who has always been associated with the luxe lifestyle, has launched a blog, Life + Times, that’s focused on lifestyle topics from cooking to sports to technology.

We grabbed the video above from the BlackBook blog, which praises the look of the site, although we found it a little confusing to navigate. But separately, is this a site that builds on the Jay-Z brand?

New York magazine’s Vulture site imagines: “You can certainly see this kind of thing — an attempt to connect Jay to all things that are hip and relevant, from now until that fateful day when dinosaurs return to stalk the earth and kill us all — springing up from a boardroom meeting at Roc Nation, something about ‘expanding and preserving Jay-Z’s brand.'”

And