Here's How Jay Z Is Celebrating The 20th Anniversary Of 'Reasonable Doubt'

Bringing it back to where it all began.
HOVA.
HOVA.
Kacper Pempel / Reuters

"We invite you to something epic, you know?" Jay Z raps on 1996's "Reasonable Doubt," his groundbreaking debut album about the story of a hustler and a rapper on the rise.

Two decades later, his lyrics continue to reverberate in the voices of some of today's top artists -- Rihanna and Kanye West, for example -- having permanently altered the fabric of rap music history.

Saturday marks the 20th anniversary of "Reasonable Doubt," and to celebrate the album's legacy Jay and Roc-A-Fella Records co-founder Kareem “Biggs” Burke have collaborated on a unique fan experience to bring it back to where it all began: APT 4B.

Taking its name from Jay Z's 1990s apartment in the Marcy Projects, the Los Angeles pop-up concept shop modeled after the rapper's old digs will play home base to "Reasonable Doubt" T-shirts, hats cassettes, and more, as well as pieces from Burke's denim line Fourth of November. Fans will also be able to interact with kiosks featuring exclusive content and get a peek at "Reasonable Doubt"-inspired emojis to bridge the gap between generations of rap lovers.

The storefront of the "Reasonable Doubt" pop-up shop in Los Angeles.
The storefront of the "Reasonable Doubt" pop-up shop in Los Angeles.
Reasonable Doubt
Kareem 'Biggs' Burke debuts his denim collection Fourth of November.
Kareem 'Biggs' Burke debuts his denim collection Fourth of November.
Fourth of November
The interior of the pop-up shop featuring "Reasonable Doubt" memorabilia.
The interior of the pop-up shop featuring "Reasonable Doubt" memorabilia.
Reasonable Doubt

"The partnership between Biggs and I began in the spirit of independence 20 years ago and nothing has changed," Jay Z said in a statement. "For the pop-up shop series, we're working directly with store owners, supporting entrepreneurship in our communities. The shops bring to life the inspiration behind 'Reasonable Doubt'; the fans and respecting the culture."

The occasion signals a new beginning for Biggs, as Roc-a-Fella's other founders, Jay Z and Damon Dash, have largely dominated the conversation about the record label's origin story. When discussing the trajectory of a company with humble beginnings, Biggs describes himself as a "proud father," connecting the dots between artists of today and the movement he started all those years ago.

"It all goes back to the genesis of what we did 20 years ago." Burke told The Huffington Post. "If you think about the 'Reasonable Doubt' family tree ... we introduced Kanye [West] to the market, who in turn, introduced GOOD Music. J. Cole, Rihanna, Pusha T and Rihanna --- a lot of careers have come out of where we started."

The shop opens Saturday, June 25, and will remain open through July.

Listen to "Reasonable Doubt" in full below:

Before You Go

1995

Jay Z's Amazing Style Evolution

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