At the 2009 BET Awards, rapper Jay-Z performed his controversial new song called “D.O.A. (Death of Autotunes)”, a computer program that allows singers to alter their voices.  The program also allows singers to use it while performing, guaranteeing a perfect performance every time, but, as Jay-Z points out, makes the live performance less authentic.

In his new single, he also declares as dead certain other trademark Hip Hop accessories, like expensive liquor, scantily-clad women, and over-the-top diamond jewelry.  While Jay-Z still wears diamonds, he has chosen to tone them down.  Although the rapper spent $5 million on a diamond engagement ring for his wife, singer Beyonce, he prefers to keep things a little more understated for himself.  He is hoping that a more vintage, toned-down style will have an effect on the rap community, making it less about the bling and expensive cars and more about the music.

His wife, Beyonce, certainly loves her diamonds, wearing jewelry even to the beach.  She is often seen in custom-made costumes and huge jewelry.  She did, however, get an imitation engagement ring made, as the 18-carat sparkler Jay-Z gave her was impractical to wear day-to-day.

Hip Hop music will never lose its love for flashy things.  Diamonds will always be a rapper’s favorite kind of accessory. Because fans tend to imitate their favorite celebrities, wanting to sport the same looks, Jay-Z is using his tremendous influence to give fans a look they can more easily achieve without resorting to illegal activity.  Although the lyrics to “D.O.A.” are controversial, his return to classic elegance and pure music will affect musicians and fans worldwide.

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