For my research blog, I looked into the way that Jay-Z marketed and released his most recent album, titled "4:44." I found it interesting that the album was nominated for a Grammy for Album of the year, and yet not many of my friends had heard it.
This was because Jay-Z has chosen to put his newest work exclusively on his own streaming service, called TIDAL. Because of this, many Spotify and Apple Music listeners have missed out on Jay-Z's new music.
At first, I was a little bit frustrated that only TIDAL listeners could stream this critically acclaimed LP. But, as I did more research, I found that this decision has given an aura of mystery and power to this album that is lacking from many new records in today's music industry.
The only place that a non TIDAL listener can go to listen to 4:44 is to the collection of music videos for each song on Youtube. But, many of these music videos will skip a verse, or cut up the songs with interviews and other clips.
For example, the video for the title track, "4:44" (which is named for a song that is exactly four minutes and forty four seconds long) is an 8 minute video. (https://youtu.be/zSkA61esq_c)
The video for "Smile" ends with Jay-Z's mother reading a poem that she wrote. (https://youtu.be/SSumXG5_rs8?t=6m6s)
And even still, the video for "Moonlight" does not even start the song until the five minute mark.(https://youtu.be/FCSh48OlvMo?t=4m52s)
One might even go so far to say that these are not as much music videos as they are short documentaries and/or short films that accompany the song. They were created to complement the album, and not to showcase the album itself.
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I have seriously considered going out and actually buying a physical copy of
Jay-Z's 4:44, not because of the actual album, but because the quality of the art and the production that surrounds it.
In many ways, 4:44 is sending us back in time to a world where every song imaginable was not at our fingertips. A world where the album meant more than the hit single. And for an album to have that kind of power in 2018 is something truly special.
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Some screenshots from the videos:
4:44
Family Feud
BAM
The Story of O.J.
