#NewRules

Jay Z wasn't lying when he proclaimed 'new rules' after dropping his twelfth studio album, Magna Carta Holy Grail. His latest offering was rolled out first through an app available exclusively to 1 million lucky Samsung Galaxy owners via a partnership with the brand. The innovative digital release subsequently led to the Recording Industry Association of America (RIAA) changing their rules regarding gold and platinum certification, with the album instantaneously reaching such status via the 1M Samsung winners .


Other artists have respectively extended the same creativity they display in their music to their marketing campaigns. Take Kanye West for example who for his Yeezus album not only defied codes and convention by choosing not to contain any artwork in a minimalist effort. 

 'Ye also used a guerilla marketing campaign to promote his album, with visuals of Mr West's head projected on various buildings (from museums, universities, abandoned properties and high fashion stores) as he rapped new single New Slaves. The scene was executed simultaneously across cities across the globe with the coordinates to locations blogged only hours in advance. Though, no stranger to controversy without unauthorised permission many of the projections which garnered large crowds were shut down. Nevertheless, the campaign helped to created an edgy social experiment for his fans, reflective of the album tones. And my personal favourite album of 2013.

West Coast rapper Nipsey Hussle (- who I admittedly was unfamiliar with prior to his Crenshaw tape), now deservedly sits in heavy rotation - thanks to the sheer marketing genius of his $100 mixtape. Inspired by marketing professor Jonah Berger's book, Contagious: Why things catch on, Nipsey made history. The #NewRules Nipsey Hussle helped to create was even saluted by the GOAT himself, when Jigga purchased 100 copies in respect of the movement. The brilliance came from the fact that Nip did not hold his fans to ransom, demanding they pay the staggering $100 fee. But alternatively also sold the mixtape at a standard commercial price on iTunes and FREE to download on online mixtape distribution platform Datpiff. The campaign was initially met by critics and naysayers who were quickly silenced when Nipsey sold all 1,000 of the limited physical copies at $100 each in 24hours. The independent star in one day recouping $100,000 in profit on a promotional release which is typically free. He explained his entrepreneurial decision in interview stating,

"It’s 2013. Whether we accept it or not, buying music is a choice, not a requisite. When I think of the psychology behind what makes me purchase an artists album, it’s always a form of reciprocation. Almost like a token of appreciation after I experience the product. The reason I chose to charge $100 dollars each copy and only start with 1000 units is because I tailor making my music for those who are listening. it's not about stepping outside of what I’m known for in hopes of new discovery. What that means less is fans that are better served. I'm more or less focused on fully serving the ones that have connected all ready. That being said its a value over volume thing. If I'm goin to offer a product made with no compromise or concession to the platforms (radio, A&R opinion, label bias) ect...ect..then the way we sale it has to change." - Nipsey Hussle, Rap Radar

The campaign was fittingly titled Proud2Pay because effectively thats what his fans were, proud to pay! It was a choice, being offered not one, or two but THREE different purchase options. The strategic move also created a huge amount of publicity and buzz which many myself included caught on to. As even if you were not willing or could simply not afford to pay the $100 amount, I'm pretty sure after hearing the story you at least downloaded the free copy and thus helped to build Nipsey's fan base. Nipsey's genius didn't stop there, as he went on to capitalise on the exclusivity aspects of the physical purchase. Not only did loyal fans who copped the physical $100 release receive their copy signed by the man himself and appropriately numbered (in the range of buyers). But were also treated to a free concert, exclusive to the Proud2Pay buyers, creating a live experience for his core trustee base and giving his fans their moneys worth.

Jay Z, Kanye and Nipsey have all done incredible things this year in terms of revolutionising music marketing. But none come close to the woman who inspired this post and the amazing accomplishments she received with her self-titled fifth album Beyoncé. The Queen Bey herself proved exactly why she was worthy of such a title when she surprised fans and her own label executive alike, in dropping a surprise album at midnight on the 13th December. Social media revelled in the news as it spread like wildfire. So much so that 80,000 copies were sold on word of mouth alone in the first three hours before going on to become number one in 100 countries by the weekend. The album was described as visual art, with a music video to accompany each track, the album was also exclusive to iTunes for a week and only available to purchase as a whole without the option to select singles. Beyoncé opted out of the traditional three month press and promotional tour by releasing her album without any lead singles or marketing. Recognising her iconic status Beyoncé let her fans (much like Nipsey) prove their loyalty to her brand. As they trusted in her, to blindly buy a full album without a hint of any content, direction or tone of the project. Simply because they adore her, high up on her pedestal where she rightfully belongs.

Nipsey Hussle was not only able to sell all one thousand copies of his limited $100 tape. But also through fandom created a demand that he's still selling them now, months on without having ever released an album! Beyoncé was also able without marketing or promotional tools to break her own album selling record for the very same reason. Their fans didn't just buy the music, they brought into the artist and subsequently the dream they sold. So despite a project being ten times above its usual retail value or a complete blind-side, their core consumer base placed value on the albums through invested value in the artist.

Brand loyalty isn't a term that can be monopolised for consumer goods, but also an appropriate description of your favourite singer/rapper as highlighted here; and raises further question for the future of marketing and promotions in the music industry going into 2014. The one thing that is certain is artist control. Nipsey's mantra is 'F the middle man' (record labels) as an independent artist and Beyoncé reportedly went against the advice of management or simply kept them in the dark. I question if these are New rules or simply highlight that there are now, no rules? If there are artists, there are fans. Everything else seems debatable...