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Tuesday, February 26, 2008

Entertainment Marketing Prowess

I'm thoroughly impressed with Jay-z's new video for his third single, "I Know" off of the American Gangster album.

The video, directed by Philip Andelman and starting up-and-coming actor Zoe Kravitz, daughter of Lenny Kravitz and Lisa Bonet, is a refreshing change to the monotony of over-done and artistically mundane standard rotation videos now on the airways.

The video does not feature Jay-z himself, but tells a story that is intriguing and draws the viewer in with his lyrical narration.

Jay-z's marketing of his own brand, Def Jam, and his newest protege, Rhianna is noteworthy and continues to stir me.

For me, this piece is the next level in the evolution of music videos from cheesy literal interpretations of musical lyrics to true-to-life snapshots with artistic value and is reminiscent of Michael Jackson's innovation and forethought when he introduced the epic music video.

With Jay-z, Kanye West, and Lupe Fiasco at the helm, this new style of music video is sure to drive album sales.
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