But there was one thing in particular that Carter did early in his career that he later called a "genius" move.
"The genius thing that we did was we didn't give up. We used that 'what do they know' approach. We didn't give up at that point.", called Roc-A-Fella Records, in 1994. Carter released his debut album "Reasonable Doubt" on Roc-A-Fella in 1996. Though sales started slow, the album caught the attention of label executives.
"We had a different negotiation, it wasn't the same artist-label relationship," Carter said at the 2010 summit. "Now, we retained ownership in our own company, and it was the best thing for us."Def Jam first purchased half of Roc-A-Fella Records in 1997 for $1.5 million, and then bought the remaining half in 2004 for $10 million, according to MTV.
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