Jay-Z's latest stunt in promoting his new album, "Magna Carta Holy Grail" had an artistic flair.
The hitmaker pulled off an ambitious feat, performing his "Picasso Baby" song for six hours straight at the Pace Art Gallery in New York City on Wednesday, according to the Los Angeles Times.
Hollywood director Mark Romanek will chronicle Jay's daring performance on tape, which might roll more like a cinematic effort than a music video. Reportedly, the clip, which combines art, music and film, features echoes from Tilda Swinton, the "eclectic" actress that slept in a class box at The Museum of Modern Art.
Performance artist Marina Abramovic, of the recent documentary, "Marina Abramovic: The Artist is Present," also turned out to see Jay's "Magna" show. And Wale and Leslie Mann's producer, director and screenwriter husband, Judd Apatow also nodded along to Jigga.
With such supporters behind the Justin Timberlake-collaborating rapper, his coming-soon clip already has created a frenzy.
Jay had broken new ground with the highly-favored new project. He used the NBA Finals to promote the effort, sold 1 million copies to Samsung in an unprecedented deal, and with it, got instant platinum certification from the Recording Industry Association of America; the RIAA had changed their method for counting digital sales because of Jay. The rap star even got away with massive name drops including "Tom Ford," Jean-Michel Basquiat and Francis Bacon.
The rapper of course has the most supporting wife, who sent big congrats his way. Recently, Beyonce posted a childhood graduation photo of her man on Instagram, telling everyone to "Bow Down" and that "Magna Carta" had gone platinum.
The RIAA presented Jigga with his plaque for his 12th platinum album. But, some people see the one million copies sold from a different perspective, according to E! Online.
"Our role as the chart of record is to set the rules, and hopefully even raise the level of play," said Bill Werde, Billboard's editorial director. "It is in this spirit that I say it wasn't as simple as you might think to turn down Jay-Z when he requested that we count the million albums that Samsung 'brought' as part of a much larger brand partnership, to give away to Samsung customers."
All Samsung customers have to do is download a free Jay-Z application and watch some content with the rapper to get the album for free. But Billboard is still monitoring his album sales and anticipate large numbers.
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