Master P says Jay-Z should not be singled out over his controversial Target partnership, while arguing that the retailer still owes Black consumers answers about what it gives back.
Master P is defending Jay-Z amid backlash over the rapper’s Target partnership, saying criticism is inevitable when artists make major business moves. Speaking with DJ Greg Street on V-103 Atlanta, the No Limit founder addressed the controversy surrounding Target’s exclusive 30th-anniversary edition of Jay-Z’s Reasonable Doubt.
“You can’t please everybody,” Master P said during the interview, according to Complex. “It’s gonna be some flack on anything you do.” His comments came as Jay-Z continued facing criticism from consumers who objected to the deal because of Target’s decision to scale back several diversity, equity and inclusion commitments in 2025.
Master P made clear, however, that he understands why some Black consumers remain frustrated. Rather than giving Target a complete pass, he argued that large corporations should be pressed on what they contribute to the communities that support them. “We gotta start holding these corporations accountable,” he said while discussing Black consumer spending power and the anger surrounding the retailer.
The music mogul also framed Jay-Z’s decision through the business realities of the record industry. Master P recalled a period when artists and labels routinely met with executives from major retailers including Target, Walmart and Best Buy ahead of releases, stressing that distribution, promotion and marketing can be as important as the music itself.
“People don’t realize marketing is the key,” Master P said, adding that he has long viewed talent as only one part of what makes an artist successful. His broader point was that partnerships with major retailers have historically played a significant role in how musicians market and sell their work, even when those deals become politically or culturally contentious.
Jay-Z’s Target agreement centers on an exclusive collector’s edition of Reasonable Doubt, released to mark the album’s 30th anniversary. The partnership drew backlash from people who continued to oppose Target following its DEI pullback, and Jay-Z later answered his critics during his July Yankee Stadium residency by questioning what he viewed as selective outrage toward major corporations.
Master P’s position ultimately lands between defending Jay-Z and validating the concerns behind the boycott. He rejected the idea that one artist can satisfy every critic while still insisting that corporations benefiting from Black consumers should be scrutinized for how they reinvest in those communities.
