Rapper Jay-Z has teamed up with Rhapsody® and MTV to promote the highly-anticipated release of his new album, The Blueprint 3. As part of the partnership, the entire album will be available for fans to listen to for free on Rhapsody.com and from MTV’s “The Leak”, almost two weeks prior to its official release. In addition, Rhapsody will also make the new album available for purchase beginning September 8, three days ahead of the street release, and will include two exclusive bonus tracks.
The Rhapsody commercial features Jay Z performing while interacting with his own album covers: Reasonable Doubt (1996), In My Lifetime, Vol. 1 (1997), Vol. 2… Hard Knock Life (1998), Vol. 3… Life and Times of S. Carter (1999), The Dynasty: Roc La Familia (2000), The Blueprint (2001), The Blueprint 2: The Gift & the Curse (2002), The Black Album (2003), Kingdom Come (2006), American Gangster (2007) and of course The Blueprint 3 (2009)
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The Jay-Z spots are the latest installment of Rhapsody’s ongoing “Fans Get It” campaign. Rhapsody’s “Fans Get It” campaign kicked off earlier this year with a massive promotion around Green Day’s hugely successful release “21st Century Breakdown,” followed with more promotions with top artists in genres from pop to country. The “Fans Get It” campaign has utilized a similar treatment through all the ads, which celebrate the culture and iconography of artists’ careers, enabling them direct involvement in the creative development of the spot. These high-profile promotions both serve as a great vehicle to further connect music fans with the artists they love.
The Rhapsody campaign was developed at Droga5, New York, by creative chairman David Droga, executive creative director Duncan Marshall, creative director/copywriter Kevin Brady, art director Jesse Juriga and head of integrated production Sally-Ann Dale.
Filming was shot by director Anthony Mandler via Les Enfants Terrible (LET) with director of photography Jonathan Sela and executive producer Ciarra Pardo.
Post Production was done at Ghost Town Media by editor Ryan Treese Bartley, VFX artist Brandon Parvini and post producer Matthew Primm.
Audio post was produced at Nylon Studios, New York.