This post was reposted from Ebuzzing Blog.
Last month Jay-Z, the self-styled King of Rap, released his twelfth album ‘Magna Carta, Holy Grail’. Highly anticipated, the album went on to be number 1 in the UK and the US Billboard Chart, already selling millions of copies worldwide. Jay-Z partnered with Samsung for the release, giving Samsung S3, S4 and Note users the opportunity to download the album for free a week before its general release date.
We used the Ebuzzing Lab to analyze the online buzz around the album in the US, UK, France, Spain, Germany and Italy to see whether audience reaction lived up to our expectations.
Over 180,000 posts were logged during the study period from July 2nd to August 8th. 5 dates were significant when it came to sheer volume of posts. The first came on July 4th when the album was first announced, also the date that Samsung owners could download the album for free. The second peak occurs almost a week later on the day marking the album’s general release, over 11,000 posts were tracked mentioning the album. On July 18th we see the third peak, this coincides with Jay-Z and Justin Timberlake’s launch of ‘Legends of the Summer Tour’ in Toronto in front of 45,000 excited fans. The fourth peak on July 25th corresponds to the album’s release on the website of hip hop record label Def Jam and the final spike occurred as Jay-Z revealed the video for ‘Picasso Baby’ shot over 6 hours at the Pace Gallery in New York.
YouTube & Facebook
Jay-Z was sure to make the most of his huge Facebook following during the lead up to the album’s release. In several posts from late June to early July he invited the Samsung users in his pool of 17 million followers to download songs before the album went on sale.
Samsung definitely took advantage of their partnership with the rapper, posting over 7 videos related to the album release. The most popular features Jay-Z working in the studio and was viewed over 46,000 times.
In the US and UK over 290 blogs posted about the new album, 102 of these authors are considered to be among our top influencers. It wasn’t just the music blogs that posted about the new release, the most influential blog from the sporting, culture, technology and politics categories also wrote an article about the album.
Over 165,000 tweets were posted in English by over 112,000 authors, reaching an impressive 201 million followers. Among the top authors are MTV, Perez Hilton and Time, who reached over 19.7 million followers alone.
Across the US and UK over 250 media sites published over 1180 articles about the album. The number of publications in these countries closely follows the global trend with the major peak in articles occurring on July 10th. The standout site to publish about the album was The Huffington Post with a huge 123 articles on the topic. But not every article was purely focused on the music.Gawker accused the Samsung/Jay-Z partnership to essentially be a ‘huge data mining operation’ as fans were asked to submit personal details before receiving their free download.
Bearing in mind the principal that all publicity is good publicity, the release of Magna Carta Holy Grail could not have been handled more artfully. Generating over $3.3 million in earned media the campaign went off with a bang. While the reviews haven’t been universally positive, the partnership between Samsung and Jay-Z has led to his latest album heading straight to number one and his album making huge waves on social media.