Apparently rap mogul Jay-Z just can’t resist the hard knock life, as he looks to start a new endeavor to add to his 99 problems, and feed his empire state of mind.

I’ll stop now.

But there’s no stopping Jay-Z these days, as evidenced by his recent partnership with 2K Games on their next basketball game,” NBA 2K13.” According to reports, Jay-Z will work on the game in an executive producer capacity. What this means, exactly, no one knows, as executive producer is about the vaguest job title there is in the entertainment industry. In this case, though, it’s probably safe to assume that he won’t be handling the programming duties, or reshaping the foundations of the popular series with exciting, and fresh gameplay concepts and artistic directions. Of course, considering that the last two NBA 2K games make a strong case for being some of the greatest sports or basketball titles of all time, the promotional and soundtrack work Jay-Z will more likely be involved in is probably going to be enough in the way of contributions to insure that this celebrity involvement doesn’t disenfranchise any of the series regular fans.

Of course, a Jay-Z hidden character “NBA Jam” style wouldn’t be out of the question either. I’m also not ruling out the possibility that the Brooklyn Nets (of which Jay-Z is part owner) are probably going to be slightly better than necessary in “NBA 2K13.” Like Michael Vick in “Madden 2004,” or Brock Lesnar in “Smackdown: Here Comes the Pain,” unnecessarily good.

Still though, I wish that just once we could get a celebrity tie in to video games that actually generates excitement. Like Alan Moore working on “Fallout 4,” or Quentin Tarantino producing “GTA: V.”

Or, better yet, Bill Murray.