No cheap cologne whenever I “shh-shh”
Success never smelled so sweet

from Kanye West (Ft. Jay-Z) – Murder to Excellence Lyrics on Rap Genius

Jay uses alliteration to express his distaste in cheap cologne. Because he’s, you know, successful.

He puns here on the cliche “the sweet smell of success”, one of the few cliches with its own movie

The “shh-shh” is a cologne spritz onomatopoeia

The one Michael Jordan reference Jay-Z won’t make

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