From the first time the record spinned, Jay-Z's Death Of Auto-Tune had the hip hop world buzzing. Although he exhibited his power to shift trends in the game, the rapper insists he was merely trying to protect the love of his life -- music.
In an effort to share his motivation for the record (and speak on his upcoming album Blueprint 3), Jay called in to Philadelphia's Power 99 and spoke on Auto-tune's "gimmick" status.
Pointing to a recent commercial for a fast food restaurant, Jay says the excessive use of the singing aid has turned it into a joke.
"There was a Wendy's commercial where they were playing around and some singers were singing in Auto-tune. That's the day you gotta get rid of it... Like Wendy's? Come on, man" Jay said.
"You need to have some type of talent for making music. If it's just a gimmick then you're doing music a disservice. I love music," he continued. "This is the thing that saved me, so I feel like I have to protect it."
Jay went on to discuss how he has managed to remain relevant in a game where most rappers see few good years, attributing his success to steering clear of age categories.
"I don't chase new generations or things like that. What is consistent in my music is truth. It's emotion and a truth in my music, and that's why I've been able to have 11 albums," he said. "People should follow a point of view and not an age. A point of view is ageless and timeless. When you dialed into an age group, that's when you're only around for two years."
At press time, there was still no release date for Jay's Blueprint 3.
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