Few album releases have been as long-awaited as this one. Jay-Z and Kanye West, arguably two of the most influential hip hop artists of our time, have come together to bring the world 'Watch the Throne'-- a duo release which has already hit number one on iTunes in 23 countries, reports MTV. The album, which has been quietly promoted for months, was digitally released yesterday.
While the album won't be available to purchase in-store until Friday, according to MTV, fans across the globe have already made it number one on the digital distributors chart. One would think that such a highly anticipated CD must've had a killer promotional campaign. But the truth is, despite a few low-key marketing efforts, the album has been somewhat hush-hush. And the silence was actually part of the appeal for fans.
According to Rolling Stone, up until the its digital release, the collaboration had only been promoted through a variety of delays, teases and "closely guarded advance listening sessions." So, if you were expecting to see a slew of custom products promoting 'Throne', you thought wrong. However, as reported by Keith Caulfield for Billboard.com, retailer Best Buy teamed up with the two rap superstars to offer the deluxe CD in a rare promotional giveaway.
The physical copy of the deluxe CD comes in a custom imprinted CD case that, according to Time, is "made from gold mylar [that] unfolds into a cross and is embossed with images by Givenchy designer Riccardo Tisci." Some argue that the album's decorative cover is over-the-top, but others feel it reflects the fact that its music is a piece of art.
While we're not about to see Throne-themed promotional mouse pads or Jay-Z and Kanye-covered customized totes, we can rest assured that this album will be worth the listen. I can't wait to pick up my CD later this week!