02-reasonable-doubt-pop-up-embed576d85d12200002e00f82dee“We invite you to something epic, you know?” Jay Z raps on 1996’s “Reasonable Doubt,” his groundbreaking debut album about the story of a hustler and a rapper on the rise.

Two decades later, his lyrics continue to reverberate in the voices of some of today’s top artists — Rihanna and Kanye West, for example — having permanently altered the fabric of rap music history.

Saturday marks the 20th anniversary of “Reasonable Doubt,” and to celebrate the album’s legacy Jay and Roc-A-Fella Records co-founder Kareem “Biggs” Burke have collaborated on a unique fan experience to bring it back to where it all began: APT 4B.

Taking its name from Jay Z’s 1990s apartment in the Marcy Projects, the Los Angeles pop-up concept shop modeled after the rapper’s old digs will play home base to “Reasonable Doubt” T-shirts, hats cassettes, and more, as well as pieces from Burke’s denim line Fourth of November. Fans will also be able to interact with kiosks featuring exclusive content and get a peek at “Reasonable Doubt”-inspired emojis to bridge the gap between generations of rap lovers.


517 S. Fairfax Ave

Los Angeles, CA 90036


Written by Chris Idolize

Winning Starts Here

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