NEWS
EVENTS
Individuality in Advertising Campaigns
RnB/Hip Hop | Wednesday 11th September 2013 | Alina
Kanye West - YEEZUS (2013)
After a three-year break, Kanye West releases ‘Yeezus’ in the summer 2013. A month before its release, all of a sudden, there was a huge advertising campaign: leaking information to media, a performance of the new song at the concert, to which no one knew the title, sudden appearance of a Saturday Night Live with a new track New Slaves and, just 4 days prior to the official album release, internet exploder due to leaked info about the album and its contents.
Kanye claimed that they just recorded cool music; therefore there is no need for the cover, indeed, the appearance of the front of the album is just an image of a disc with red piece of tape, stating the album name. Finally, West made a street premiere of his clip ‘New Slaves’, around the world, at the same time, there were vans on the streets that projected the video, in the total of 66 walls of the houses in 10 cities on the two continents.
Jay-Z - MAGNA CARTA HOLY GRAIL (2013)
Jay-Z decided to show his appreciation of art and get involved in a different way. While Kanye was broadcasting his video on the walls, Shawn Carter (Jay-Z) went to the gallery and did something a bit similar to Marina Abramovic, who once offered to people to sit opposite her for as long as they like in silence, her performance lasted over 700 hours. Jay-Z performed his song ‘Picasso Baby’ to the visitors of the gallery for 6 hours. He also invited anyone to join him during the performance; however, they had to sign a participation deal, which means that any recording of them can be done and giving the opportunity to the owner to use it for any purpose.
Cut Copy
To be able to listen to Cut Copy’s new track, fans would have had to travel to 6 different parts of the world where billboards were installed with the pretentious slogan and the name of the track itself - “Free Your Mind”, to be able to unlock the single on the official website with the help of GPS-tracking on the phone. There are not that many individuals who travelled to Mexico, Australia, Chile, Detroit, Californian desert and a small town in the south of Wales, but it does not matter, after all, the billboards look nice on Tumblr.
