There is a shift in how artists are releasing new albums. Building off Kanye West’s marketing scheme for his upcoming album Yeezus, Jay-Z will be dropping his new album Magna Carta Holy Grail all at once on July 4th. Hov has partnered with Samsung to give the first 1 million Galaxy users access to his new album 72 hours before its release. The traditional way of promoting an album release by releasing a single, putting out a music video and doing radio and television promotion is becoming a thing of the past. Jay-Z says in video below, “the internet is like the Wild West. We need to write the new rules” Releasing the entire album and letting the public take it in all at once places more focus on the overall product instead of one hot single.
The video features Jay-Z going through his creative process with some legendary producers, Rick Rubin, Timbaland, Swizz Beatz, and Pharrell. Also around the 1:42 mark Jay-Z asks, “hey ‘Ye can you tweek that?” Kanye is not actually seen in the video but I expect some sort of production from him as well. The video was released last night and has over 1.5 million YouTube views. Regardless of the music on Magna Carta Holy Grail it will change the way albums are packaged.