When Kanye announced that he was going to be premiering the song and video for New Slaves in 66 locations around the globe, I pointed out (here) that he was taking a page out of Jay-Z’s book.
In 2010, Jay-Z partnered with Bing and Droga5 to launch a global scavenger hunt for his new book Decoded.
Yesterday, Roc Nation publicist Jana Fleishman, who’s been working with Jay-Z for at least a decade, employed a similar scavenger hunt strategy to unveil the tracklist for Hov’s upcoming album Magna Carta Holy Grail.
Using Instagram, Fleishman sent out a photo of a restaurant with the following cryptic caption:
#newrules #magnacarta … limited supply of…. JAY Z fans.. who knows this area?
Those who follow her on Instagram or Twitter quickly caught on and began to guess where she was located. Once they found her, they received the tracklist which was hidden in a hardbound limited edition book.
Eager to share what was inside of their exclusive prize, the contents of the book soon made their way online in the form of blog posts just like this one. PR at its finest.
In one of her last posts on Instagram, Fleishman hinted that there would be more surprises. And with a little over a week to go before Jay-Z’s album drops (July 4th), I’m sure things will only get bigger and better from here.
Here’s the official tracklist for Magna Carta Holy Grail:
1. Holy Grail
2. Picasso Baby
3. Tom Ford
11. Part II (On the Run)
12. Beach is Better
14. Jay-Z Blue
15. La Familia
16. Nickels and Dimes