Date: June 2013
This past spring, Yeezus dominated headlines for nearly a month. Every public appearance, every concert performance, every single tweet Kanye sent out, turned into a viral maelstrom. Then, suddenly, two days before Yeezus was to officially reach stores on June 18, the conversation changed.
During halftime of Game 5 of the NBA Finals, Jay-Z partnered with Samsung to air an extremely expensive-looking three-minute mini-movie of commercial for his new album Magna Carta Holy Grail, shoving his old pal (his own artist!) right out of the limelight. Talk about a power move.
But really, these two albums are not competing for the same audience. Yeezus, praised for its experimental approach and risk-taking, is a very different animal than Magna Carta's dead-center aim at mega-selling, corporation-friendly, mainstream rap.