This oft-quoted line refers to the difference between working on a business venture as opposed to being the business venture yourself. As a popular musician, Jay-Z has been well positioned to develop numerous business ventures and partnerships hinged on the strength of his personal brand. Jay-Z's personal brand has been so well crafted and marketed that his brand equity has earned him partnerships and business ventures well outside the realm of music. Jay-Z is a "business, man" because his personal brand has become an engine for new market entry, new product launch and growth in a myriad of industries.

Examples of the diversity of Jay-Z partnerships and ventures:

Tech:
Samsung
Bing
HP Pavilion
Nokia

Performing Arts:
Fela!
Great Gatsby
Roc Nation

Retail:
Reebok
Rocawear

Gaming:
NBA 2K13

Auto:
GMC Yukon

Sports:
Brooklyn Nets
Roc Nation Sports

Wine + Spirits:
D'USSE + Armand de Brignac
Budweiser

Beauty:
Carol's Daughter
Hospitality:
40/40 Club

Though not at the same scale, other rappers who have been able to successfully execute partnerships and joint-ventures as an extension of their personal brand include 50 Cent, Nicki Minaj, and Dr. Dre. For many entertainers in music, television, film and sports, developing a strong personal brand and brand equity is key to their long-term success.