*Jay-Z is on the move with Rocawear, launching a new online marketing campaign on Thursday.

The brand will seed the web with 37 short videos featuring an eclectic mix of musicians, poets, artists, and of course a troupe of double-dutchers.

This new move is supposed to shift the label from urban to mainstream, touching people from all backgrounds.

“We are a great American brand. We don’t envision ourselves as an urban brand or streetwear brand,” explained Jay-Z. “We wanted to show people how we’ve evolved and repositioned ourselves, without abandoning our original DNA.”

He continued:

“It’s all walks of life. When I played the Glastonbury music festival people said a hip-hop artist couldn’t play a rock festival. But culture isn’t segmented like that any more. There’s so much cross-pollinization and the same thing is true for clothes,” said Jay-Z.

The culture is on a move and the Hip Hop icon is paying attention to the shift. So he’s focusing his energies on shifting his brand to better suit the world.

Further, on Monday Rocawear will open a pop-up shop at 201 Mulberry Street in Manhattan’s NoLIta neighborhood. Rather than sell merchandise, the space will serve as a brand showcase and the company is inviting celebrities, bloggers, radio personalities and students to come in and tape testimonials on their impressions of the brand.

Check out the videos on ThatsRocawear.com.