Jay-Z &Samsung: Using Old Media To Drive New
June 24, 2013 Leave a comment
Jay-Z decided to unveil his new music during game 5 of the NBA finals last Sunday. Samsung aired a three-minute ad announcing the release of the rapper’s upcoming album. Yep, the launch was on a TV commercial. Old school, eh?
According to The Wall Street Journal, Samsung is paying Jay-Z $5 per album to issue his newest LP, through a dedicated app. The catch is that the offer goes to the first million Samsung Galaxy users 72 hours before the LPs wider release.
For Jay-Z, the deal will offer a wider market for his already impressive sales. According to Nielsen Soundscan, even in this era where downloading music for free is a common practice, his last LP, Watch The Throne, sold 436,000 copies in its first week,.
The teaming of Jay-Z and Samsung makes for an effective PR approach. Choosing to go via traditional media and airing a TV commercial during the NBA finals generated mass media coverage, which then went viral on blogs, Twitter and other social media platforms,
Just what they were hoping for.
Copyright © Anthony Mora 2013