Hip-hop legend and entrepreneur Master P is weighing in on the criticism surrounding Jay-Z’s partnership with Target, saying the backlash reflects a broader debate over how corporations engage with Black consumers and culture.
Breaking the Boycott
During an Aug. 11 conversation with DJ Greg Street on V-103 Atlanta, Master P said public criticism is inevitable when artists and companies enter high-profile partnerships.
“You can’t please everybody,” he said during the interview. “It’s gonna be some flak on anything you do.”
Jay-Z has faced criticism over Target’s sale of an exclusive special-edition vinyl of his 1996 debut album, “Reasonable Doubt.” The partnership comes as Target continues to face backlash over changes to its diversity, equity and inclusion initiatives.
Last year, Target announced that it would conclude several DEI-related efforts, including its three-year diversity goals. The company also said it would conclude its Racial Equity Action and Change initiatives in 2025, stop participating in external diversity-focused surveys and change the name of its “Supplier Diversity” team to “Supplier Engagement.”
Target has maintained that inclusion and belonging remain part of its business strategy. The retailer said in May 2026 that it had fulfilled a commitment to invest $2 billion in Black-owned businesses, a goal it said represented thousands of products on its shelves and expanded partnerships with Black founders, entrepreneurs and small-business owners.
The changes prompted calls for boycotts. In February 2025, the Rev. Jamal Bryant of New Birth Missionary Baptist Church announced a 40-day boycott, urging consumers to redirect their spending to Black-owned businesses. The campaign was launched in response to Target’s decision to discontinue some of its DEI programs.
Some Black-owned businesses, however, argued against a boycott, saying it could hurt entrepreneurs whose products are sold at Target. Reuters reported that Black business owners and advocates encouraged consumers to continue supporting Black-owned products at the retailer rather than abandoning Target altogether.
Master P said he understood why some members of the Black community were disappointed with Jay-Z’s association with Target.
“I get it,” he said, pointing to concerns that Target benefited from Black consumers while changing its approach to DEI. He argued that consumers should expect corporations to contribute to the communities that support them.
Target itself acknowledged in its 2025 annual report that its changes to DEI initiatives generated adverse reactions and consumer boycotts. The company said those reactions could affect its reputation and business performance.
Jay-Z previously addressed criticism of the Target deal during his Yankee Stadium residency, where he questioned why the focus was on his partnership with Target rather than other major corporations.
For Master P, the controversy also highlights the business side of the music industry. He recalled a time when artists regularly communicated with executives at major retailers ahead of album releases.
“People don’t realize marketing is the key,” Master P said. “I tell people all the time, 10 percent is your talent, 90 percent is the business, the marketing, the promotion.”
The debate over Jay-Z and Target therefore extends beyond a single retail partnership, touching on the expectations placed on corporations, artists and consumers as companies reconsider their approaches to DEI.
