Issue date: 11/10/09 Section: Film & Music

Hip-hop veteran Jay-Z keeps it real despite huge success Photo: Jay-z / Myspace

There's a new king in town. "Elvis has officially left the building," proclaimed hip hop virtuoso Jay-Z at his sold-out Toronto concert on Halloween night. With his most recent offering, The Blueprint 3, hitting Billboard's number one in September, Jay-Z dethroned Elvis Presley for most chart-topping albums by a solo artist.

At last Saturday's concert, the artist took a moment to revel in this feat, and to share his philosophy with fervent fans that packed the Air Canada Centre. "If you have ambition, you will be successful," Jay-Z repeatedly told the crowd before launching into new tracks likes "So Ambitious," which he performed with Pharrell Williams.

Earlier that evening, Pharrell took to the stage with his own act, N.E.R.D. Although band member Chad Hugo was curiously absent, N.E.R.D. turned up the oomph with hits like "Everyone Nose" while also pumping out more riff-driven tracks. Backing the band up with her booming vocals was N.E.R.D.'s new female member, Rhea, a rather controversial addition hailing from Ajax, Ontario. Opening acts also included newcomers J. Cole and Wale, both rising rap artists who are signed to Jay-Z's label, Roc Nation.

But the real treats - and tricks - of the evening began with Hov himself donning a hockey mask à la Jason as he kicked off his 90-minute set. Despite the absence of both Rihanna and Kanye West, Jay-Z opened with "Run this Town," the crowd-pleasing but predictable second single off his latest record. Fans' screams only got louder as Jay-Z launched into "99 Problems" off 2003's The Black Album.

Decked out in his signature black tee and all black everything, Jay-Z rhymed his way through rap anthems and crisp beats with a lyrical dexterity that belies his nearly forty years. With support from rapper Memphis Bleek, Jay-Z bounced from classics like "Big Pimpin" to "Hard Knock Life" to recent tracks including "D.O.A" and "Swagga Like Us." As fans threw up diamond signs and chanted "Hova!" Jay-Z's cadence, not to mention his energy, reminded us why he's one of rap's greatest.

While many of his contemporaries in East Coast hip hop have succumbed to the pitfalls of fame - or met tragic endings, in the case of Biggie Smalls - Jay-Z has managed to stay on top of the rap game for nearly twenty years. His success is based not only on inventive flow, but also on business savvy. Record labels, a clothing line and an NBA franchise are just a few of the mogul's side projects. "I'm the new Sinatra, and since I made it here, I can make it anywhere," he rhymed as Brigit Kelly belted out the chorus to "Empire State of Mind." As he performed with his 11-piece live band against a New York City backdrop, the evening became a testament to the artist's rags-to-riches story.

Removing his Ray Bans (black, of course) near the end of the show, Jay-Z took a moment to engage with the animated audience. Dragging a cameraman back and forth across the stage, Jay-Z pointed out Halloween costumes and repeated his poignant - albeit sappy - words of wisdom about passion and success. "Toronto's got a lot of pretty girls," he also commented to the deafening screams of female fans.

Jay-Z, Hova, Jigga Man, Jazzy - Shawn Carter goes by many names, but his Toronto performance ensured that he is undeniably the new King.

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