Jay-Z seems to be getting the hang of the record executive thing. In
the past, for every Rihanna or Ne-Yo—both artists that rose to stardom
during his stint as president and CEO of Def Jam Recordings—there seemed
to be a host of other singers and rappers who signed but didn’t blow on
his watch.
The secret, it seems, is patience. Roc Nation doesn’t sign acts and
immediately jump them into the mainstream. It’s quite the opposite. As
with rapper J. Cole—whom Jay signed back in 2009 —he lets them mature
before giving them the full push. That approach worked with Cole, who
dropped his first official album last fall and scored a No. 1 debut and
Grammy nomination. And they’re following the same recipe with London
beauty
Rita Ora, who’s been stewing in Hov’s Roc crock pot since 2010.
Last night the 21-year-old performed her first proper concert in the
U.S. at S.O.B’s in New York. She’s been refining her skills across the
pond and has even earned a No. 1 single in the U.K., with her DJ Fresh
collab “Hot Right Now.” Nervousness was expected from an artist
showcasing her music for the first time in a foreign land. But Rita
showed no such thing.
With a live band backing, the blond Brit bounced onto the stage in an
orange knit hat, a blue bomber jacket over a white tank top (cropped to
expose a tight stomach), and black tights. Rita sounded like she was
ready for the kind of success her Roc Nation teammate Cole is now
enjoying—and more.
With industry bigwigs like Epic Records’ Sylvia Rhone, and artists
Wale and Melanie Fiona (both managed by Roc Nation) in attendance, Rita
wowed a sold-out crowd with renditions of her “Roc the Life” and the
Drake-penned “R.I.P.” She seemed comfortable in her own skin, glowing
with energy and the kind of rebellious indifference that comes with
youth. “I love people that don't give a fuck," she said in between
songs.
A surprising cover of Jill Scott’s “He Loves Me” proved that Rita’s
voice is as gorgeous as she is. And after throwing on a colorful Coogi
sweater in remembrance of Notorious B.I.G.—”I’m the biggest Biggie fan
ever” Rita proclaimed, before wrapping her set with the Biggie-inspired
single “How We Do (Party).” Yesterday, Jay-Z and Roc Nation finally
offered up an alluring taste of what they’ve been cooking. Everyone left
wanting another serving.