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  • The rapper has transcended music creation to become a media empire
  • The rapper has transcended music creation to become a media empire
    Jay-Z (2013) ©
CASE STUDY

Guestlist branding: how Samsung tapped marketing's Holy Grail

Collaborating with Samsung for the release of his new album, Jay-Z's becoming a media empire – making revenue for himself, kudos for Samsung, and social currency for his fans.

Location United States

Scope
“I'm not a businessman, I'm a business, man,” raps Jay-Z in his Diamonds from Sierra Leone remix. In a music industry pressured by digitisation, these words couldn't be closer to the truth as artists have to transform themselves into media empires to make money.

Lucrative endorsements are the signature accessory for any celebrity worth their salt – and as brand-celebrity partnerships become increasingly entwined, each squeezes the other for everything they've got. No longer a relationship based solely on sponsorship, brands are becoming more involved in discovering, promoting, distributing and even creating music. In a recent ...

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