Ahead of the rapper’s new record, "Magna Carta Holy Grail," Jay had fans flocking all over New York City over the weekend to get their hands on the tracklist for the recently announced album.
Jay’s publicist sent out clues to a specific location that saavy fans had to track down. The prize? A sleek limited edition black book with pages that revealed song titles for the disc. Titles include “Picasso Baby,” “Tom Ford,” “Nickles & Dimes,” “BBC,” “La Familia” and “Jay-Z Blue.” The binder, however, didn’t list guests or production notes.
The rapper had announced the album earlier this month by way of a Samsung-partnered commercial during the NBA Finals.
The clip showed him logging studio time with heavyweight producers Rick Rubin, Pharrell Williams and Timbaland and pondering new business models. He’s even given his new way of thinking a Twitter-friendly hashtag -- #NewRules.
Part of the model is releasing 1 million copies of the album through an app for Samsung’s Galaxy smartphone and tablet days before the album’s scheduled July 4 release (those sales won’t count toward his first week sales for the Billboard 200).
Through the app Jay unveiled the lyrics to the Justin Timberlake assisted “Holy Grail,” which samples Nirvana’s iconic “Smells Like Teen Spirit.”
Jay's scavenger hunt echoes similar methods used by Kanye West and J. Cole to get their fans directly involved in building the hype around recent releases. West sent fans to random addresses in various cities to see a video of his new track, “New Slaves,” which was projected on to the sides of buildings, while J. Cole used a smartphone app to hold a virtual listening session of his latest album that could be unlocked only within specific geographical coordinates.
Check out a fan showing off his copy of the book below:
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