What does it mean that major albums are co launched by a mobile company for an artist? Jay Z teased the release of his Magna Carta album today signifying a milestone in artist marketing. The video above showcases tracks, producers, and story, but its presented by Samsung Galaxy. More and more we are seeing corporate endorsements of the changemakers and creatives of our times, and I personally am intrigued on how this awareness and shift in paid media dollars will effect content creation. What does it mean when a new album from the heart is cosponsored by a secondary brand ? This is commonplace in sports, and social entrepreneurship, but music has usually only maintained this relationship after the fact. Ex. Tailor Swift and Pepsi. However, to co associate your personal brand with a tech brand seems like a new frontier in a pre launch environment. Do you think any other artists will follow this trend? Or for a brand like Samsung, maybe this is the best time in the “hype cycle” to endorse a product / person to get the maximum brand transference to impact their bottom line. What do you think?
ps. The other interesting note is that he teased the announcement using imagery via social media. More and more, Artists and personal programming channels are being used to interact with fans wtih RTM ( real time marketing ) rather then relying on older PR channels and wire services.