Yes—the Georgia-grown rapper is leaner in stature; sure, he rocks Giorgio Armani, which is a departure from Dickies and white tees and now embodies his government name, but there’s something else about Mr. Jenkins.
Jeezy is affable. His laid-back demeanor is expected. The public has witnessed him navigate tense situations with grace. He is untroubled. In the air exists an aura of beauty and balance of someone more than comfortable in his own skin. Jay is collected. He is self-aware and has skillfully ordered his steps. Jay “Jeezy” Jenkins is a boss. And though Hawkinsville, Georgia, is miles behind him and Thug Motivation: 101, which marked 19 years on July 26, is milestones from other critical work he has released into the universe, both have been integral to where and what he stands on today. Jeezy has evolved over the years, but one can’t help but wonder which iteration of himself he is most satisfied with.
WHAT THE BUSINESS IS?
Jeezy has evolved from hustler-turned-rapper into a successful businessman and brand, and he breaks down his principles and business model in his recent memoir, Adversity for Sale.
An accomplished author, he wrote a memoir, and sometimes it’s still hard for him to believe that even though the medium is different, books as opposed to bars, it isn’t exactly his first attempt. The timing was perfect, he expressed, especially since he’s in a space of clarity, and being a natural-born hustler and storyteller doesn’t hurt. Nor does the fact he’s been in the game—rather, several industries—and has put that work in for a minute now. Jeezy is more than confident in the knowledge and wisdom he’s gained, through life and reading, to impart unto the masses by way of the written word. Literature, he says, is still a conduit to learning life lessons.
“It’s just a different world,” he said.
“I can see where you can lock a man away for [a] life sentence, and he can find treatment in books.” He continued, “In this world, you get the life sentence because you were brought up in this world a certain way and you try to work against the grain to change that, so sometimes you find yourself trapped. How I get my freedom is through books.”
Adversity for Sale: Ya Gotta Believe was born out of Jay’s desire to be free and write a book that people could easily relate to. He took the liberty of executing a motivational memoir. The former Mr. 17.5 penned a book that sketches a familiar landscape. The text is accessible. It speaks a language germane to any hood and any hustle and stands on business in any boardroom. The most relatable aspect of Adversity for Sale is survival across a range of situations and physical spaces like Pulaski County. Survival is the connective tissue that motivates Jay Wayne, Lil J, Young Jeezy, Jeezy, and Jay “Jeezy” Jenkins. Jeezy handles his tale of adversity and success with vulnerability and a keen sense of self-awareness—whether he’s expressing the $156,000 L he took after copping a pair of Jacob the Jeweler watches or failing to cash his first million-dollar check because he didn’t trust banks or even have a bank account; or seeing himself as a solidified rap artist.
To this day, self-awareness is Jeezy’s superpower and has always been closely tied to his survival.
Yes—the Georgia-grown rapper is leaner in stature; sure, he rocks Giorgio Armani, which is a departure from Dickies and white tees and now embodies his government name, but there’s something else about Mr. Jenkins.
Jeezy is affable. His laid-back demeanor is expected. The public has witnessed him navigate tense situations with grace. He is untroubled. In the air exists an aura of beauty and balance of someone more than comfortable in his own skin. Jay is collected. He is self-aware and has skillfully ordered his steps. Jay “Jeezy” Jenkins is a boss. And though Hawkinsville, Georgia, is miles behind him and Thug Motivation: 101, which marked 19 years on July 26, is milestones from other critical work he has released into the universe, both have been integral to where and what he stands on today. Jeezy has evolved over the years, but one can’t help but wonder which iteration of himself he is most satisfied with.
Yes—the Georgia-grown rapper is leaner in stature; sure, he rocks Giorgio Armani, which is a departure from Dickies and white tees and now embodies his government name, but there’s something else about Mr. Jenkins.
Jeezy is affable. His laid-back demeanor is expected. The public has witnessed him navigate tense situations with grace. He is untroubled. In the air exists an aura of beauty and balance of someone more than comfortable in his own skin. Jay is collected. He is self-aware and has skillfully ordered his steps. Jay “Jeezy” Jenkins is a boss. And though Hawkinsville, Georgia, is miles behind him and Thug Motivation: 101, which marked 19 years on July 26, is milestones from other critical work he has released into the universe, both have been integral to where and what he stands on today. Jeezy has evolved over the years, but one can’t help but wonder which iteration of himself he is most satisfied with.
“I had to know what position I’d play,” Jay said. “I’ve been in a room where everybody is killers, so you think about if you want to kill too or if you wanna be smarter than them, so they would lean into you. I learned that I was a thinker. That was my superpower.”
Self-awareness is tied directly to Jay’s self-worth, perseverance, and ability to remain level-headed during crucial times. It is a practice that has kept him safe among wolves who had nothing to lose and sharp around sharks in the music industry. It is that survival instinct and knowledge of self that allowed him to transition from being a neighborhood entrepreneur to negotiating big deals in the music industry while remaining authentically himself. In essence,
Jeezy’s superpower is also his source of staying power. Even still, Jay “Jeezy” Jenkins is a man on a mission of learning, healing, and understanding, who sees every day as an opportunity to be better than the day before, despite his success.
“I have some up times, I have some down times, but I pride myself in saying, ‘OK, I failed. I can try this again tomorrow.’”
As we lean further into the conversation, Jeezy’s humility is palpable. It is evident in his leadership, mindfulness, and interactions with others.
Jeezy isn’t one to operate out of scarcity, meaning he pulls from the abundance of resources available to him—individuals he keeps close.
“I have plenty of knowledge, but I also have plenty of outlets to get it from,” he says.
“I’ve built relationships with people you don’t normally build relationships with because [maybe a person is] not rich, but he’s smart … he’s not an entrepreneur, but he is smart with his money, you know, I’m saying? I am proud of myself for setting up a veil around me of very small people that I can always have open and honest conversations with and that gives me a power that most people don’t have. It’s not just me—social equity is more than money.”
A LONG WAY FROM MR. 17.5
Jeezy is staying hydrated and minding his own business—literally. With a diverse portfolio of companies and ventures, including real estate, restaurants, beverages, and spirits, it is safe to assume the Thug Motivation 101 curriculum is tried and true. Naud Gin is a premium distilled spirit produced in France; Defiance Fuel is a premium structured water with elements that are purified, “mineralized, and harmonized;” Edge Energy Drink, packaged in a decorative 9.1 ounce can, boasts an ultra-premium flavor. At first glance, each of these products appears to be a departure from the Trap 101 branding folks may remember and associate him with. Jay begs to differ.
“It’s not a departure; it’s the same thing. It’s lifestyle, more so,” the award-winning artist says. “I do things that I believe in and that I actually enjoy.
He continues: “Most of the things are business partnerships, but I drink water, too, and I like good water. I like to hang out sometimes. So, I do like to enjoy what I’m sipping. Everything that I’ll put my stamp on is a part of my lifestyle or something that I truly believe in. So, there’s no need for me to come and put my brand all over. If you live how I live, thriving and surviving, trying to be better every day, you’re gonna do things that add onto your life. But it’s also why I’m not over here doing a bunch of workout videos,” he chuckles.
While lifestyle is a foremost consideration in Jay’s ventures, he’s hyper-aware of the power of his influence. Though money is a factor, he wants to deliver a product that is not harmful. Of all his business ventures, real estate is the industry that excites Jeezy the most. He jokes that it reminds him of his “old job” in that “you put a little bit in and get a whole lot out.”
“I grew up in a small single-wide trailer I paid $3,500 for; for me, my mama and my sister,” Jeezy details.
“I always told myself no matter what happened, I would own something. And to me, there’s nothing better in this world [than] buying dirt. When I go into those rooms and people hear about my real estate portfolio, it blows them away.”
Jeezy is not just buying up blocks like he’s running around a Monopoly board. His investments are strategic and well thought out. He’s focused on the long game, and real estate has afforded him the opportunity to do so, maybe even more than hip-hop. However, the block and hip-hop gave him the transferable skills to be the tactical businessman he is in real estate. Jeezy’s exposure and leadership allow him to spread knowledge, resources, and wealth among those in his tribe and far beyond his circle. To be clear, Jay has been a philanthropist dating back to 2002 with Toyz N’ Da Hood before he ever sold a record. The initiative started through his nonprofit Street Dreamz Foundation Inc., which still exists today. The foundation throws a SnoBall each year, to raise funds for the community and inner-city children.
“It started in the hood … I got money from guys around the hood and matched, got a U-Haul truck, bought bikes, toys, and all these other things and lined them up in the gymnasium in the neighborhood, and everybody came through and got stuff for their kids.”
HEALTH IS WEALTH
“Your body’s like a rocket ship, and if you take care of your rocket ship, it’ll take care of you and take you higher and higher,” Jay says about health.
Health is integral to his upward trajectory. When he learned to care for himself, every area in his life was positively affected: finances, personal affairs, and even his energy level. A healthier lifestyle provided clarity and improved his thinking and creativity. Prioritizing health has resulted in a mindset shift for Jeezy. It has enabled him to live life at full capacity, which he attributes to his team for their help in facilitating a lifestyle that includes wellness. These days, he maintains a work-life balance that frees up time to troubleshoot,
problem-solve, and be productive. He wants the same for others, particularly Black men who Jay says experiences stress at grave levels.
Jeezy has taken up golfing, but long, leisurely walks are a source of decompression. In his solitude, he courts himself. Yes, your favorite rapper’s favorite rapper enjoys dressing fly, jumping in the luxury whip, and dining at his favorite sushi bar with himself. His more enjoyable moments, though, are spent at home in his kitchen cooking and popping a bottle of Quintessa, his choice of red wine at the moment.
He encourages young men to slow down.
“Take your time—live life. Don’t be in a rush to go nowhere. Enjoy life, just be present. I think a lot of the time we, are so caught up with trying to get it, that we’re not present.”
“Liquor tastes better when you’re present. Food tastes better; the air feels better. But more importantly, take care of yourself.”
JAY “JEEZY” JENKINS 4 PRESIDENT
Jeezy’s albums have always touched on topical issues. The Recession received much critical acclaim when it was released in 2008. Jay tackled themes like the economy and having a Black president just two months before the nation elected then-Sen. Barack Obama as its first African American president. Sixteen years later, on the cusp of the United States potentially voting in Vice President Kamala Harris as its first Black and female president, Jeezy finds himself the producer of the political documentary Hip-Hop and the White House, a joint venture between Andscape and Hulu. Directed by Jesse Washington, the movie examines hip-hop culture and the intersection of politics and policy.
“It was needed, and it was well put together. I felt like being a part of it is being a part of history,” Jay said of the film.
“There were a lot of key factors that we as a culture don’t even know we have impacted. Going forward, when it comes to these elections, we gotta know how we count, how we matter. Shoutout to Jesse and Jordan.”
Jay’s advice to the Black community is to dig into policy and not politicians. He says community members shouldn’t rule out putting themselves in a position to make changes they want to see within the community.
Jeezy has been shaking and moving and putting on for his city for almost 30 years. He’s a doer and a deliverer. He’s proud of himself.
“No matter what happened, how it happened, when it happened, how it continues to happen, I still operate from a space of faith and integrity and wholeness. That’s all that matters. So, when it’s all said and done, I did it my way without taking a page or script out of anybody’s book. I don’t owe anybody anything. I didn’t step on nobody’s feet. That much is enough to be proud of because not a lot of people in my position get to be in my position.
“I would have loved to see Tupac’s game set. That would’ve been a sight to see …. All the things I’ve dodged, all the things that I’ve been through, and I’m quite sure I’m going to go through some more, but as long as I keep operating from a space of integrity and staying on my path and leaning into my purpose, I’m going to always be proud.”
Well-played, sir. Well-played.
WRITTEN BY IDA HARRIS
DIGITAL PRODUCTION DEVEN ROBINSON
ART DIRECTION & GRAPHIC DESIGN TODD CHAPMAN
VIDEOGRAPHY & VIDEO PRODUCTION EDWIAN STOKES
PHOTOGRAPHY AARON WILSON
STYLIST KRIS SHELBY
LOCATION MOXY MIDTOWN ATLANTA