Hov’s latest venture is a lifestyle website.

Jay-Z has launched a new website, lifeandtimes.com.

The site, which derives its name from Jay’s 1999 release, Vol. 3… Life and Times of S. Carter, is a lifestyle page that aims to cover style, leisure, art and design, technology, music, sports, and even has a section called “Jay’s,” which appears to be a place for the multi-platinum rapper to post photos and brief thoughts.

The web page makes its full launch today, closely following the recent release of “Empire State of Mind,” a new Jay-Z biography.