“THAT ONE TIME IN MANHATTAN…”

Let me be honest with you before we get into any of this. This book almost didn’t happen. Well, not this version of it anyway. You see, I was studying the marketing campaign for The Devil Wears Prada 2 film release as it was happening, and somewhere in the midst of it, I said to myself , “this film rollout should be studied”. So, I started writing it as a lecture for my students. The lecture became an actual Grad Course that I intend to submit to various Universities to undergo the approval process. Then, something told me that the course needed to go beyond the classroom. That’s when I decided to write it as a book. 

I wrote it. It was done. 

As I was putting the finishing touches on my own campaign for the book’s release, something happened. A moment. For anyone who has ever been to that place where ideas live, and came back with one that felt like it came from God’s own collection…You KNOW the moment I’m talking about. I was watching the JAŸ-Z30 campaign play out in real time. That’s when it hit me. THIS was the case study my book needed to be built around. The original book manuscript I wrote was awesome. I’m sure it would’ve done well. However, that version of this book felt like something that was built on the outside of the very thing that inspired me to write it in the first place. 

That said, this one is for...The Culture. 

Before I go into detail about the book, I want to share with you an important lesson in alignment, purpose, and belief. Now, if you read my last blog entry (go read it now if you haven't), then you know that I recently made a commitment to stop being so extra private. I had been doing myself (and others) a disservice by not sharing any insights or details behind all of my career endeavors. Aside from just not sharing anything, I would keep to myself in a way that had me avoiding industry social gatherings (the phony parties they call "networking events"). I'm just not mixy in that way, and I'm not one who likes to be on the "scene". I like to just quietly do my work and make my money. I'm really true to art over clout. Now, all of that said, the morning when I got the call to go to the first “Reasonable Doubt” 30th Anniversary Pop-Up event in Brooklyn, I turned it down. Partly because I was literally in the middle of the re-write for the book's case study. Mostly though, because I thought of being in that crowded room with all the cameras and phones out, the fake "let's work" convos, and honestly the germs of it all (don't judge me, people don't wash their hands. Lol). So yes, the thought of all that was an instant deterrent for me. I respectfully declined.

Later that evening, I was sitting in my thoughts after a long day, and God did that thing He does from time to time. He whispered in my ear. Whenever I have a thought that turns out to be a much bigger blessing, that's what I call it. God's whisper. I heard that voice in the back of my mind say "you should go to the Pop-Up tomorrow". The initial thought made my stomach turn. You know that nervous nauseous feeling? Yes, that one. It hit me HARD. I was like "no way man". Then I thought about the commitment I had made to being more visible. I got online to try to grab a ticket, only to realize the tickets had already sold out. I could’ve just let that be the end of it. The whisper told me not to. So, the next morning I woke up and made a phone call to one of my close industry connections (puke noise. Lol). I told her I needed to get into the other Pop-Up event happening in Manhattan. She said she could put me on the list for the 10am slot, but I told her I wasn't going to be able to make it into Manhattan that early. (Again, I was smack in the middle of a rigorous re-write). I asked her what other time slots were available, and she said I could either do 1pm or 3pm. I told her I'd take the 1pm slot, for NO OTHER reason than just giving myself time to be fully awake, ready, and in Manhattan by then.

Before I went to the Pop-Up, I took an impromptu meeting at Starbucks in Midtown with a potential client. I figured as long as I met with him in Manhattan early enough, getting to the Bowery Station where the Pop-Up was would be smoother. While I was there waiting for the client, I was on my laptop still working on the book. (Guys, I'm an Executive, I NEVER travel without my computer). Anyway, I met with the client, did a bit more writing, and then I headed over to the Pop-Up.

When I arrived, the line for the general public was wrapped around the corner. I felt that feeling in my stomach again. For a half a second, I contemplated getting the hell out of there. Lol. I faced my anxiety head on, and walked up to the two guys at the door to give them my name. One of them directed me over to another gentleman who was about 50ft around the corner from where we were standing. He pointed at him and said "You have to go go talk to him, this door is for ticket holders". I started to feel stressed like this was about to be a bunch of confusion. Again, I almost left. I walked over to the other gentleman and had to wait while he talked to a few people ahead of me. While I was standing there, I heard someone from the general public line back around the corner yell out "Oh shit, that's him!". I figured they were trolling. There was no way Hov himself was at this damn Pop-Up. Lol. Anyway, I got my little badge thing and was directed back to the entrance. This time the door guys let me walk right in. I walked down a hallway, down a set of stairs, and through a turnstile. I could hear the music coming from down inside the station. This was it. No turning back now. I quickly grabbed my dark shades from my bag and put them on. Not to look cool. To hide.

When I got to the bottom of the stairs, I walked right into the camera flashes in every direction, the noise, and the smell of food. It was overwhelming. My heart was pounding as hard as the music was. I did what I ALWAYS do in a large social setting. I raced my way to the nearest quiet corner. I swiftly walked past a table with a variety of baked goods on it. There was another station with different kinds of pizza set up. Next to the pizza station was a semi-empty corner with some boxes stacked up. I stood next to the boxes, took a breath, and then allowed myself to do a full visual sweep of the area.

There were tons of people everywhere taking pictures, and buying things at the merch stations. To my left was another long set of stairs that led back outside. Then I looked over and saw the train cars. THAT was the center piece of this entire event. THAT was the reason I was here. I watched people coming in and out of the cars. Moving from one car to the next in a sort of rhythm. One train car in particular had an extra level of noise and movement happening inside of it. As I was trying to get my feet to move from the spot I was standing in to go check out the train, I told myself not to go to that car. Before I walked away from my spot, I watched a huge crowd of people come out of another train car. A group of men in black shirts (security) was surrounding a group of girls. I noticed a girl in a grey hoodie with black framed glasses standing right at the center of the crowd. She turned her head to speak to the girl next to her, as the whole group walked toward the next train car. When she turned her head, I saw her face. My eyes widened. It was Blue. Blue Ivy Carter that is. My first thought was, "Oh my God. He IS here!" ....

Just as I was having the thought, I saw people running to the next train car with their phones out. I'm talking about, a FRENZY of people running. A few men came out of the train car first. They sort of backed the crowd up a bit. That's when I saw him. He appeared in the train car doorway with dark black shades on, a black Rocafella Yankees Jersey, and his afro shining. (Those Cecred products REALLY are no joke. Lol) He walked off the train car and people started filming him and taking selfies. You know the typical "proof I was here" stuff for their social media. That normally annoys me, but in this moment I understood. This wasn't a regular moment. This was a once in a lifetime moment. I slid my phone out of my pocket and grabbed a couple of quick pictures myself. I still didn't move from my spot. Hov let them take their selfies and then he started walking toward the train car that Blue was in. I was kind of shocked that he seemed to be walking around so freely. There wasn't a group of CIA agent looking dudes in suits guarding him. In fact, there was (seemingly) nobody around him at all. I looked around the crowd, and that's when my observation instincts kicked in. I noticed a shorter guy in a white t-shirt and denim shorts. He was holding a large camera, and had the camera’s bag on his shoulder. He wasn't taking pictures though. He was looking back and forth visually scanning the crowd with a serious look on his face. That's when it hit me.

The men guarding Hov weren't dressed like security. They didn't look obvious like the security that was with Blue. In fact, these guys looked just like regular event staff. However, that's the point. These are trained assassins. You would never see it coming. You'd try to make a move, and a dude in a white tee would put a bullet in your head. That "camera bag" he was holding? Not a camera bag at all. I know, sounds like movie shit right? You have to allow yourself to THINK though. This man is a BILLIONAIRE, and he's just casually walking around a train station among complete strangers to him. Maaaan, there were probably about 10 of those dudes spread out around the station.

Anyway, I watched Him go into the next train car with the crowd following him. While they were all trying to get pics of him, I made my way to the first train car and walked through the exhibit. This was a beautiful display of an era I remember vividly in my mind. In fact, "Reasonable Doubt" was one of the first albums I ever bought with my own money. Before I had the whole album on CD, I had a bootleg cassette tape I got from my friend that was just the single of "Can I Live". Man, I used to wear that tape out. My 13yr old self would listen to the music, and it was like it was the soundtrack to everything I was watching happen just outside my window every single day. Then, when I "jumped off the porch" at 14, it wasn’t just music anymore. It was my real life being narrated by one of the greatest poets of all time. Those of you who know me personally know the role that Hov and his music has played in my life. His entire catalog has carried me through some of the hardest and most scary moments in my life, as well as some of the biggest and the best. Those stories will be told soon enough guys. I have another (more personal) book coming.

I made my way through two of the train cars. In order to get to the next two, I would have to fight my way through another crowd. I decided to hold off for a minute. I went back to my spot in the corner. There was a guy behind the pizza station and he asked if I wanted any. I said sure, and took a cheese slice on a paper plate. I was standing there eating the pizza and looking at the pictures on my phone that I had just taken inside the train cars. Keep in mind, I'm still wearing my dark shades. My head is down and I'm literally just standing there eating by myself. I hear a very familiar voice say, "Why are you hiding in the corner?". I looked up and almost dropped my plate. My knees buckled a bit. I managed to stutter out "oh, um, I - um - I don't do crowds". In my mind I was SCREAMING "Oh my God! Oh MY GOD! OH MY GODDDD!!!". He chuckled in the distinctive Hov chuckle. Then he adjusted his frames and said "Me either". I laughed out loud. HIM of all people. The reason for the whole shit show happening in that station. The man known GLOBALLY for the past 30yrs. The man who is about to pack out Yankee Stadium for 3 straight days. HE doesn't do crowds. The moment was funny, beautiful, and ironic. I realized he wasn't wearing his dark shades to be cool either. He too was hiding. The man half the world looks at as a superhero (including me). That man is human.

There was a little bit more to our exchange, but I'm going to save that whole story for my memoirs at the end of my career. I'll just say it was a moment I will carry with me for the rest of my life. Anyway, he stood there for a minute or two more eating a slice of pizza. He gave me a pound before he walked away. Like a totally groupie I snuck pics of him while he was standing next to me. Lmaooo. You wouldn't have? I guess you're cooler than me. *shrugs*. I also took a pic as he was walking away. Lol ...I don't careeeee!!

Shortly after our interaction, Hov left the station. It was a pretty fly exit he made too. Once he was gone, the station got more calm and the crowds migrated more toward the merch stations. I was able to finish the exhibits in the train cars in peace. I grabbed some merch on my way out and headed home. I cried in the car. Hard. Later that night while I was still working on the re-write, I took a break to look back through all the pictures I had taken at the Pop-Up. I sat back in my chair and smiled fondly as I scrolled through them all, and let the whole thing play back in my mind. As I was scrolling, I scrolled past a picture that made me stop. I scrolled back, looked at the picture, and sat up in my chair. I hadn't noticed in the moment that I took the picture, but now as I was looking at it, I could see clearly what I had missed earlier. In the photograph, Hov had just come out of the train car, and was walking toward the next one. As he was walking, the moment I took the picture captured the number on the train car just above his head. There it was. Clear as day.....938 ...The month and year of my birth. 9/83. If you aren't someone who understands or even believes in numerology and signs, then that means nothing to you. However, if you KNOW, then you KNOW.

Just like the whisper in my ear, God sometimes gives us subtle reminders that not only is our existence not an accident, but that at any given moment, we are EXACTLY where we are supposed to be. Guys listen, I said NO to the first Pop-Up. I wasn’t going to go to the one I went to either. When I did decide to go, I didn't know Hov would be there, and especially not at that specific time. Even deeper though, when I made the last minute decision to do the book's re-write, I was a bit worried. I wondered if I had made a bad choice. It was so much work to do in so little time. I prayed about it, then I trusted my gut and kept writing. NOTHING could have made me believe that in just a week or two from making the decision, that I would be standing face to face with the man I was writing the book about. The whole experience was a full circle moment that ONLY happened because of God's whispers. THAT guys is what I meant about alignment, purpose, and belief.

Needless to say, that photograph is being enlarged, printed, and framed to be hung up in my office.

Now in regard to the book...

I have sat in the rooms where billion-dollar decisions get made over cold coffee and ego. I have listened as campaign ideas get argued over and then never see the light of day. I have witnessed strategies being written on white boards and then calculated and executed in ways that reshaped how entire industries talked to their customers. I have watched rooms full of the sharpest minds in the world have the same epiphany over and over again: that branding is not a department. It is a language, and most people don’t speak it. The moment I realized what Roc Nation was doing with this campaign, I knew they were masters of that language.

Somewhere between the GQ magazine interview, the Yankee Stadium Announcement, the mayhem that the Roots Picnic had caused, and the Cecred video release, I was watching the JAŸ-Z30 campaign unfold in real time, and I yelled out loud at my phone: “Holy Shit! They are putting on a Master Class!”. 

Because that is what it was. Not a marketing campaign. A Master Class. The kind that does not happen by accident. The kind that only happens when someone in a room somewhere understands that great campaigns are not collections of content. They are systems. Built on psychology. Anchored in culture. Engineered for momentum.

The problem is that most of what I know lives in that room. A room with a long table, projection charts, and expensive watches. The kind of room where nothing is explained from first principles because everyone in the room already speaks the language. I have spent the last seven years of my career in that room, and I have always known that the work being done inside it is not, in fact, a secret. It is just unwritten. So I wrote it.

In the months leading up to June 25, 2026, Roc Nation and JAŸ-Z executed what I consider one of the most architecturally sophisticated music anniversary campaigns in the history of the music industry. It was not because it was the biggest campaign. It was not because it spent the most money. It was because every single decision was intentional, coherent, and built on a nearly academic understanding of how culture, commerce, and human psychology intersect.

When I saw what JAŸ-Z and Roc Nation did with this campaign, I saw a Master Class hiding inside an anniversary celebration. Just like the book I had just written. Every framework I have ever learned, used, and even taught was visible in it. Every principle I have ever fought to explain was right there, fully executed, in public, for anyone willing to look closely enough. So I went to my white board and I mapped out using the JAŸ-Z30 campaign as the case study.

So that is what this book is. The Master Class. Laid out. Decoded. Dissected, and Labeled. You will not just read about it. The book is interactive, and written for you to use as a hands-on guide. Every chapter ends with a NOW BUILD activity that walks you through building your own campaign in real time. By the last page, you will have your own complete campaign architecture ready to execute.

The book has undergone various editing, formatting, and final renderings. Roc Nation plays ZERO games about copyrights. Nor does the MLB. Even the cover art had to go through multiple approvals. The original cover had an actual Yankees fitted cap with a trema over the Y to align with the one Hov went back to using in His name (JAŸ-Z). Unbeknownst to me at the time though, Hov was going to use the same Yankee logo on some of his merch (great minds. Lol). So I had to improvise. I could still use the Ÿ because it’s just a letter. However, I couldn’t use the Yankees logo. (I mean not without paying something like a $55,000 per year plus royalties in perpetuity. Lol.) So, that’s how the logo ended up deconstructed on the book cover.

The final book fought to get here. Now, I'm handing it to you as a complete system you can apply to any brand, any campaign, any business or project...forever.

- Karma

(Portions of this blog are excerpts from my book's Foreword)