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How much does Kevin Durant have to gain by partnering with music mogul Jay-Z?

The Thunder superstar is on so many commercials these days that had the Thunder made the NBA Finals, people might actually be getting sick of him. What more does he want? We're about to find out.
by Jenni Carlson Published: June 12, 2013

None of them matches the star power of Durant.

Even though KD loves producing music and no one can develop that hobby better than Jay-Z, there's little doubt that Jay-Z the sports agency newbie needs Durant way more than Durant needs Jay-Z the music mogul.

Still, few have built a brand bigger or stronger than Jay-Z. He once rapped, “I'm not a businessman. I'm a business, man,” and it's true. The guy is an empire.

And his influence extends beyond what he does. If he gives something his stamp of approval, it is instantly cool. Beer. Clothing. Other artists.

So, what can Jay-Z do for Durant?

“He's really going to be the ultimate test case for Jay-Z as far as what he can do outside of the box,” Rovell said, “because obviously (Durant's) already there.”

Rovell suggested that Durant might be interested in the equity model. Instead being paid to represent a company, he would get a piece of it. Upstart companies are often willing to do that, and since Jay-Z and his business associates often start brands from scratch, Durant might have a chance to get in on the ground floor.

That sounds a bit risky, but frankly, this whole thing seems a bit risky. Roc Nation Sports has never had a client of Durant's stature.

But here's the deal, why shouldn't Durant take a chance like this?

Even though he's still young — only 24 years old — he's already one of the world's most recognizable athletes. He's already got the traditional endorsement deals. The shoes. The sports drink. The cellphone.

Why not see what else is possible?

Why not shoot for world domination?

So much for Oklahoma City being a place where an NBA player couldn't be a superstar. It sure doesn't seem to be holding back Durant.

Nothing does.

Jenni Carlson: Jenni can be reached at (405) 475-4125. Like her at, follow her at or view her personality page at

by Jenni Carlson
Jenni Carlson, a sports columnist at The Oklahoman since 1999, came by her love of sports honestly. She grew up in a sports-loving family in Kansas. Her dad coached baseball and did color commentary on the radio for the high school football...
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