Jay-Z teases ‘Magna Carta Holy Grail’ album in new video
Building hype around new music is certainly being taken to a whole new level in 2013. First we had the lead-up to Beyonce’s Superbowl Half Time Show performance in February, Daft Punk’s ‘Random Access Memories’ Wee Waa listening party in May, Kanye’s ‘Yeezus’ teasers in June and now Jay-Z has joined the party – releasing a 3-minute commercial for his new album ‘Magna Carta Holy Grail’ over the weekend.
The rapper debuted the Samsung-backed teaser clip on Sunday night at the start of half-time at the NBA Finals game 5 between the Miami Heat and San Antonio Spurs – with the vid featuring not only Hov himself, but producers Rick Rubin, Swizz Beatz, Timbaland and Pharrell Williams.
In the clip, Jay-Z seeks to explain what we can expect from his first studio album since 2009’s ‘The Blueprint 3,’ with the star revealing: “Pretty much what the album is is it’s this duality of, ‘How do you navigate through this whole thing, through success, through the failures, through all this and remain yourself?’”
“We need to write the new rules,” he adds, after explaining that the internet has turned the music game into the wild, wild west.
All the while, the unnamed track playing in the background continues to build, with Jay, Rubin, Tim and Swizz feeling the beat before Jigga begins to freestyle some sounds over a different song.
“That ain’t supposed to work, not against these lush sounds and live instrumentation,” he declares.
“That’s what hip-hop it, it’s the emotion!”
Jay-Z’s announcement came just two days before Kanye’s official release of ‘Yeezus,’ which was unsurprisingly leaked online early over the weekend.
“The idea is to really finish the album and drop it,” Hov concludes in the clip. “Giving it to the world at one time and letting them share it and it goes out.”
There is no word yet whether Jay is planning to release any singles before the album drops, but it seems likely that the rap legend will perform some of his new material when he hits the road with Justin Timberlake for their ‘Legends of Summer Tour’ on July 17.
— Lucy Slight