6 Branding Ideas From Jay-Z and Kanye West

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On August 8, 2011, two of Hip Hop's biggest stars, Jay-Z and Kanye West, released one of the most anticipated albums of the year. Its sales of close to 500,000 albums in the first week wasn't just serendipity. Watch the Throne, on Island Def Jam Records, leveraged paid, earned, and owned assets to create an experience for fans. It went No. 1 in 23 countries on iTunes.