Jay-Z continues his business ways by launching a new online marketing campaign for RocaWear.

The brand will seed the web with 37 short videos featuring an eclectic mix of musicians, poets, artists, and of course a troupe of double-dutchers.

This new move is supposed to shift the label from urban to mainstream, touching people from all backgrounds.

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” explained Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

Jay-Z continued to speak on the culture of the business and why he wants to expand it.

“It’s all walks of life. When I played the Glastonbury music festival people said a hip-hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much cross-pollinization and the same thing is true for clothes.”