April 7th, 2011
04:51 PM ET
A hip-hop version of Gwyneth Paltrow's "GOOP."
The site is a mixture of items about fashion, sports, style, music, leisure and technology.
There's very little linking the site to the superstar rapper other than his partially obscured pic on the front page, snippets of his music over some of the video's and a link titled "Jay's" which as of Thursday contained only a lovely shot of a sunset (or maybe a sun rise as it's hard to tell.)
The comparison between Life + Times and Paltrow's lifestyle newsletter "GOOP" makes sense given that Paltrow and her hubby musician Chris Martin are best-ies with the rapper and his wife Beyonce.
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