As a huge fan of cross promotion, celebrity collaborations and digital publicity, Gwyneth Paltrow and Jay-Z have just done me proud. As you might know, GOOP is Gwyneth’s website, which has received critical acclaim since launch for being a genuinely solid and respectable celebrity-owned content site. To celebrate the launch of Jay-Z’s equivalent site – Life + Times GOOP interviewed Jay-Z and in return J interviewed Gwyneth.

In the words of Gwyneth:

“Mr. Carter (a.k.a. Jay-Z), has launched a super cool website canvassing everything that’s piquing his interest in the worlds of art, music, technology, design, sports, leisure, and style. I caught up with Jay and asked him about the impetus for starting it, including, among other things, what it’s like to be the coolest man on Earth.

Check out the interview here.

In the words of Jay-Z:

Oscar-winning actress and my sister Gwyneth Paltrow emailed me and said, “I love your new site. Can I ask you five questions about it?” I said, “I’ll show you mine if you let me see yours.” Here are mine. Go see hers at goop.com. It’s fresh.

Check out the interview here.

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