While many are hailed as “music titans” on paper, Jay-Z is not only embodying the term, he’s redefining it.
The Roc Nation mogul sprung a suprise on fans in the early hours of this morning: he is releasing a new album…on July 4th!
Details on the project’s unorthodox roll-out and why it’s all sorts of everything await after the jump…
A chart death wish for most artists, it appears the “surprise” element of the LP, christened ‘Magna Carta Holy Grail’, could be exactly why Jigga’s latest fly’s off shelves in a mere matter of weeks.
“Why” you may be wondering?
Well, the 43 year old rapper has partnered up with Samsung for a reported $20 million. The pairing will see ‘Magna’ released on July 4th to the first one million Samsung Galaxy S III, Galaxy S4, or Galaxy Note 2 users who download a co-branded Google Play app.
Thereafter, the project will be rolled out in a traditional context to everyone else 72 hours later on, July 7th.
Speaking in the announcement video (which featured studio sessions with Timbaland and Swizz Beatz)), Mr Carter said:
“We don’t have any rules, everyone is still trying to figure (this internet thing) out. It’s like the Wild Wild West. WE need to write the new rules”
Granted confirmation of whether the “risk” will pay off is still weeks away, we’re all sorts of buzzed about this — based on the concept alone. While some have gone the other way with the “no branding” approach (see: ‘Yeezus’), Jay has embraced the “all branded” motive and we’d put our money with his thinking. For, there is clearly more brain-power behind the roll-out; brain-power that is less contrived and less contradictory than a certain friend of Jigga’s.
More than anything, if executed “right”, ‘Magna’ will remind the masses that music releases can still be “events”. Ultimately, artistry is so beautiful because there are so few rules (despite many slipping into them more often than they should). Add to this the fact that the LP will essentially ship Platinum right from the jump, with more (traditional) sales added the following week, and all signs point to this being next level.
Fingers crossed this out-of-the-box approach has rubbed off on Mrs. Carter. The mere thought of her doing something similar (the framework for which is already in place, see – Pepsi) has us salivating!
For now, though, all roads lead to July 4th!