"I think you have to be a better artist to pull this off," Weiner says. "They can be a vehicle for all sorts of content for the future that can solidify a relationship between Samsung and these consumers." But Weiner says if Samsung wants to sell phones, the technology better be good, and if Jay-Z wants to sell albums, Magna Carta Holy Grail better be good.
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Alicia Keys signed up as the spokesperson for Blackberry and so far that hasn't sold that many phones for the company.Īd executive Ben Weiner says when people download Samsung's app it can become an ongoing way to market to its customers. And celebrity endorsements don't necessarily sell phones.
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"They're inserting themselves as a middle man between a ton of people who want a new Jay-Z album and the actual product."Īltman says chances are good that after the first few Samsung Galaxy owners download the app and open the album someone will put it up online for free anyway. He isn't convinced that Samsung is really going to get all the cool points it wants. "What they're trying to get is cool points," says Eli Altman, who's with the branding firm A Hundred Monkeys. "So that marketing to you was still happening if you didn't know the album was out."Īs Jay-Z once rapped, " I'm not a businessman, I'm a business man." He's getting promotion out of his deal with Samsung along with millions of dollars.
"Taylor Swift's face was on the pizza box," he says.
Jim Donio of NARM, the music business association, says the campaign worked even if you weren't in the market for her album. Last year Taylor Swift made a deal with Papa John's Pizza - you could get her new CD delivered along with your pie. Hooking your name to a big corporate brand can help. Over the last decade, it's gotten harder to sell albums - the record industry has shrunk by half. The entrepreneur and rapper Master P, who was one of the pioneers of transforming himself and his label into a brand, said on a recent addition of MTV's RapFix Live, "To be honest with you, I think it's genius." Over 11 million people were watching the game and some 23 million have watched the ad on YouTube. "I think if you said five years ago that Samsung would be rivaling Apple and stealing market share and emerging as the most culturally connected and relevant brand of recent years," says Weiner, "people would have laughed at you." The night the ad aired, visitors to the Web site read that Jay-Z's new album would be called Magna Carta Holy Grail and that 1 million copies of it would be given away through an app that only works on the Samsung phones Galaxy S 4, Galaxy S III and Galaxy Note II. It also features Rick Rubin, who says he isn't actually producing the album.Īt the end of the ad a web site,, appears, and the name of a phone - Samsung Galaxy - comes up, all in white type on a black background. Producers he's worked with before to great success, like Timbaland, Pharrell and Swizz Beatz, appear. The Jay-Z/Samsung campaign had a high profile launch: In case you missed it, a three-minute commercial - a pseudo-verite look at Jay-Z in the studio - aired during Game 5 of the NBA finals. And in an age when album sales are flat and tech companies want to look cool, we're likely to see more deals like this. The giveaway is part of one the highest-profile album and phone promotions ever orchestrated. On Wednesday, 1 million owners of Samsung's Galaxy phone will get to download rap star Jay-Z's latest album three days before its official release. A still of Jay-Z from the commercial for his new album.
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