In 2009, Jay-Z found himself in an interesting position. As one of the biggest artists in the world, he had a massive fan-base, but no real way to speak to them directly. In an increasingly digital world, this put him at a disadvantage when it came time to release his 11th album, The Blueprint 3. Additionally, he had just signed a 360 deal with Live Nation but the company had no background or traditional infrastructure to market an album, making the digital strategy more important than ever.

The Strategy: Connect Jay-Z fans to the artist directly, both emotionally and via digital channels.
The Work:
1. Create and optimize Jay-Z Facebook page and work with organic fan communities to build nearly 3 million new fan connections. 

2. Develop a one-of-a-kind opportunity for fans to impact his set-list by earning a vote with their ticket purchase.

3. "Run This Town" was the first single ever released by fans on Twitter. The TWT.FM platform allowed fans to create their own "station" to release the song to their friends and followers. 

4. Built a custom web presence for the album with streaming audio/video and Facebook Connect technology for fan interaction and comments.

5. Converted fan connections with Rocawear, Rocafella, and other Jay-Z sub-brands into direct Jay-Z connections with e-mail and web strategies.

6. Bundled tickets and album on Ticketmaster.com and LiveNation.com.

7. Collaborated with Jay-Z management and promotors around the world to strategically manage distribution of ticket inventory.

8. Partnered with MySpace to create a completely custom Jay-Z profile and ROS banner ads.

The Results: 
The album debuted at number one on the US Billboard 200 chart and finished the year as the 9th best selling album of 2009 in the U.S.
Jay-Z was a trending topic everyday on Twitter in the month of September.
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