Jay-Z &Samsung: Using Old Media To Drive New

samsung-magna-cartaSo how did Jay-Z choose to launch his upcoming album Magna Carta Holy Grail, which is due out on July 4.  Did he decide to go through social media?  Twitter?  Facebook? YouTube?  Nope.

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

Coooper, Daniel. “Samsung launches Magna Carta app, users will get Jay-Z album early and for free on July 4th.” Photo. Engadget. 24 Jun 2013. 05 Nov 2013. <http://engt.co/11WaSfK&gt;
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Categories: Entertainment, PR

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