Business

Jay-Z’s successful personal brand includes the famous diamond gesture – Here is how he came up with it

BY Nii Ntreh July 11, 2024 10:21 AM EDT
The Roc-A-Fella hand sign has been the most remarkable aspect of Jay-Z's personal brand.

Jay-Z fans and even moderate admirers are undoubtedly acquainted with his Roc-A-Fella diamond hand gesture. A few years ago, it was the subject of popular conspiracy theories about American entertainers and the lives they lead.

But the hand gesture which is now known as the Roc-A-Fella diamond hand sign, has been a prominent feature in hip-hop culture for over two decades, possibly due to Jay-Z’s popularity. It is one of the most recognizable features in the American music industry that has found its way into other industries. Athletes like Belgium soccer star Romelu Lukaku also celebrate goals with the gesture but that may be because he is signed to Roc-A-Fella’s sports representation enterprise.

The symbol was once embroiled in an ownership dispute, and for many years, associated with hidden beliefs related to the Illuminati society, an allegedly powerful organization that supposedly controls the modern world, with known and unknown famous individuals at the helm.

In 2005, Jay-Z was sued over the symbol by Diamond Dallas Page (DPP), an American actor, yoga instructor, and retired professional wrestler. DPP claimed trademark and copyright infringement, as well as misappropriation of the symbol, despite the slight variation in his gesture with extended fingers. DPP referred to his variant of the symbol as the diamond cutter. However, Jay-Z and DDP reached an out-of-court settlement, with the rapper paying an undisclosed sum to the former wrestler.

During an interview with Gayle King on CBS Mornings, the man whose real name is Shawn Carter, elucidated the origins of the legendary Roc-A-Fella diamond hand sign. He delved into the creative process behind its conception, shedding light on how he and his Roc-A-Fella crew devised this iconic gesture, which has since been embraced by affiliated artists and fans worldwide.

Jay-Z revealed that the concept for the Roc-A-Fella diamond hand sign originated while the label was collaborating with the R&B group Christión in late 1996.

“When we first started, we had this group called Christión,” Jay-Z said. “When you sell 10 million, you go diamond. We believed in them so heavy it was like, ‘This group is going to sell 10 million records!’ So we start putting the diamond up for Christión. That’s how it all came about, and then we started playing with it, and then we started doing it at shows, then the whole crowd started doing it.”

However, to officially claim ownership of the renowned Roc-A-Fella diamond hand sign, the affluent music mogul initiated legal action in 2018 to acquire exclusive rights to this iconic symbol, which he has prominently displayed for many years.

Jay-Z filed a trademark application to ensure continued use of the symbol across diverse entertainment platforms, including music, video, television, and cinema.