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For the release of his twelfth solo studio album, Magna Carta Holy Grail, Jay-Z partnered with Samsung to shake up the music industry and change the game.
R/GA — Creative Director
Jay-Z launched his album Magna Carta Holy Grail by allowing one million copies to be downloaded three days before the album's release via an Android app available exclusively to Galaxy S3 and S4 owners.
The campaign connected across channels through social, paid media, a massive Times Square takover, and online hub that unlocked content as the community shared out the lyrics from the app. It even changed the rules of the RIAA as the album went Platinum instantly upon release.
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