Over the years, Carter has successfully used Jay-Z’s influence as a hip-hop star to build a franchise of businesses that capitalize on the rapper’s popularity. “[Jay-Z] is a purveyor of quality and value,” says Robby Wells, chief strategy officer for Acme Content Co. “He adds value to the lives of his consumers—just like any trusted brand. Where he is different than a typical brand is that he has an extreme amount of highly valuable influence. He could easily stand on the merits of what he is famous for, but he has shot to extreme levels of success due to his influence.”