Creating a clothing line, owning a restaurant chain, partially owning a basketball team and writing music and a memoir are clearly not enough to keep Jay-Z busy, so the rapper came up with a new way to occupy himself: Launching a lifestyle blog called Life + Times.

The new site appears to have a team of bloggers and designers that focuses on content categories such as Style, Leisure, Technology, Music and Sports.

There's also a category called "Jay's I," which appears to be the home for posts by Jay himself. So far, that tag only has one piece of content, a photo of a cloudy sunset.

The offerings on Life+Times so far seem to skew towards ultra-cool and up-and-coming people, places and things. Among them: A behind-the-scenes video of indie rock band Best Coast, a profile of architect/designer Nigel Coates, an in-depth description of the "floater" shot in basketball, and a Q&A with the head of Jeep design.

Curious? A video titled 'Welcome to the Future' that seems to serve as a trailer of sorts for the new site may be a good place to start.

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