Hiya, Tuesday. I'm going off the grid today but wanted to do a quick post
and share my absolute delirious admiration for Jay Z's campaign for his soon
to be released autobiography (I'm getting in line to buy that one. That and
Keef's tome. I have a weakness for rock and roll and music bios and
autobios. I can't get enough).
his new book. The premise is like so: if Jay Z mentioned eating
chateaubriand at the Chateau Marmont (do they have that there?) in his book,
he's going to project the paragraph that mentions said hotel on the side of
the building or on the floor of the pool. Basically he's going to the source
of his inspiration and promoting the book at the places he's been, seen, and
conquered. SHEER BRILLIANCE. Jay Z is a pimp. No doubt about it. Shock and
awe, folks. Shock and awe. I have always admired Jay's ability to push
culture and take cool to a new level. And he's got great taste. What I really love about all of this is the creative approach to marketing a
book (Droga 5 is his agency)- I am sure it's costing loads but who wouldn't
want to take part in this little experiment and spread the gospel of Jigga?
(It's great for the spots he shouts out too). I'm probably doing a crap job
of explaining all of this, so check out the Times piece (link below). And
look for some verse projected somewhere in your town soon...I hear Miami is
on it, so can't wait to check it out. I simply love this- best publishing
campaign ever, further proof that all it takes is a great idea to transcend,
regardless of the media or what is being marketed: http://www.nytimes.com/2010/10/18/business/media/18adco.html And that's what's up this big pimpin' Tuesday in the 212. XO