10. Jay-Z Delivers 75 Minute Set During Amex Sync Show

10. Jay-Z Delivers 75 Minute Set During Amex Sync Show

Jay-Z audiences can typically recite the God MC’s lyrics word for word, but the Amex crowd was cut from a different cloth—namely left overs from SXSW’s interactive week. On one end, stood the seemingly coolers kids—and NBA champion Robert Horry—who clearly intimately knew Hov’s catalog from the mainstream to the more obscure. On the other side, stood geeks who only knew Jigga Man’s most popular work and missed cues on songs like, “On to the Next One.” Still, they obeyed Jay’s every command and witnessing a stadium status perform such as Jay-Z in an intimate setting is always priceless.