Last november, as he geared up for the release of his book decoded, jay z started giving his book away for free. There are two books that i absolutely live my life by. In 2010, david droga and andrew essex, cofounders of advertising agency droga5, hope to convince both john meneilly, manager of hiphop star shawn carter better known as jay z and a partner in carters company roc nation and yusuf mehdi, senior vice president of microsofts online services division, to enter into an unprecedented, highstakes partnership to benefit the launch of carters. The object is to use the combined forces of the worlds population to uncover and decode all of the pages before the book comes out in print on. Jay z s decoded is part biography, part commentary on american events and issues from the 1980s to the present, part poetry anthology, part history of rap and hiphop music, and part sociology textbook. Greetings everyone from the fourth row of the new york public library where, in just 30 minutes, jay z will be discussing his upcoming book, decoded. Jayz used transmedia storytelling to give readers an extension of the world of jayz, written about in the book.
I recently had the pleasure of reading decoded by jay z, his cross between an autobiography and decoding of his rap lyrics. Dyson is usually far more insightful that this, and readers should turn to julius baileys jayz. At its core, decoded is an eloquent and candid memoir detailing the story of a man who was born in a brooklyn housing project, spent his teen years dealing drugs on the streets of trenton, new jersey, and grew up to be one of his generations most successful artists and. Since hitting bookshelves on november 16, decoded has sold 54,983 total copies in. Campaign for jayzs memoir takes to the streets the new.
Nov 16, 2010 on tuesday november 16, jayz released his book decoded, explaining the history behind some of his most infamous lines. Inside jayzs launch of decoded with droga5, bing fast company. The book, published out of random house imprint spiegel and grau. The 75minute classes the final one is wednesday focus more on africanamerican culture and business than on the particulars of the rappers biography, which include millions in record sales, grammy awards, a marriage to beyonce with a baby on the.
Dont be fooled into thinking it is going to be a quick, light read. Beginning monday, reproductions of entire pages of the book will appear. We even installed a bronze plaque in the marcy projects where jayz grew up. They turned the marketing for a book into interactive art and even a scavenger hunt that rewarded his most diehard fans. Inside jay z s launch of decoded with droga5, bing. Jay z partnered with bing and one of the best creative agency on the market droga5. Jayz launches scavenger hunt for book promotion xxl.
Sep 20, 20 case study jayzs decoded media and platforms. Jay z has previously stated in a song that the greatest form of giving is anonymous to anonymous and, in 20, it was revealed by author dream hampton, who cowrote jay z s book decoded, that he quietly established a trust fund for sean bells children. Jayz teamed up with the search engine bing to create a scavenger hunt that hid all 305 pages of decoded, which goes on sale today, in 200 locations pivotal in his life. Bing describes the effort as a multiplatform search experience and interactive game to help people decode jayzs life and lyrics, as he reportedly does in his new book. The jay z brand decoder prolific, cryptic, and intellectual, jay z is a rap icon whose brand goes well beyond the music. The new campaign for decoded, the memoir by the hiphopentrepreneur jayz, promises to be an unseen in the world of advertising, all those thinking of getting an advertising or marketing degree, pay close attention. Droga5 wins outdoor grand prix for jayzs decoded campaign. It is insightful and really helps you understand jay z and his songs. Jayz, decoded, and why rap is not poetry open page. Amazing viral marketing the new campaign for decoded, the memoir by the hiphopentrepreneur jayz, promises to be an unseen in the world of advertising, all those thinking of getting an advertising or marketing degree, pay close attention. Cmk language arts multi cultural book report project due thursday march th. But as a rapper, hes sometimes not given the credit he deserves for just how great an artist hes been for so long. Oct 17, 2010 jayz fans will be able to access pages from the rappers upcoming book decoded, an exploration of his life and lyrics starting this week for a whole month before it hits store shelves on. The jay z bing collaboration was clearly innovative.
Decoded memoir decoded is the autobiography and memoir of rapper jayz, published by random house and released november 16, 2010 on hardcover and november 1, 2011 on paperback. Bing and jayzs publisher partnered for a advertising campaign to market both the book decoded and search engine bing. Jay z teamed up with the search engine bing to create a scavenger hunt that hid all 305 pages of decoded, which goes on sale today. How to use the decoded ebook jay zs introduction list of video part 1. I believe in karma and doing the right thing even if it may not advance you as far as you want. The power of transmedia storytelling in a highly fragmented media market, more. Jul 29, 2015 at the time, jay z was in the process of releasing his memoir entitled decoded. Bing describes the effort as a multiplatform search experience and interactive game to help people decode jay z s life and lyrics, as he reportedly does in his new book. Michiko kakutani, the new york times one of a handful of books that just about any hip hop fan should own. Part autobiography, part lavishly illustrated commentary on the authors own work, decoded gives the reader a harrowing portrait of the rough worlds jay z navigated in his youth, while at the same time deconstructing his lyrics. Jay z explains most kings from his new book decoded. Essays on hip hops philosopher king or jay z s own book, decoded, a masterpiece of music memoir. Now that the synthetic marketing fanfare that tainted the rollout of jay z s first book, decoded, has passed, the time has come to consider his contention that hiphop lyricsnot just my lyrics, but those of any great mc are poetry if you look at them closely enough.
Cover of jay z s book decoded the complex ad campaign involves book pages hidden all over both the real world and the virtual one. Decoding the decode jayz with bing campaign maps blog. According to a post from sirlinksalot, for the launch of his autobiography, jayz partnered with bing and one of the best creative agency on the market droga5. Jayz has just released his own book decoded which is a narrative of the famous lyrics and overall life of the multiplatinum rapper. The campaign was financed by bing, not by the publisher of decoded. Essays on hip hops philosopher king or jayzs own book, decoded, a masterpiece of music memoir. In continuing with the musical theme in 2010, jay z wrote a book. The campaign thus drew coverage in mainstream media as well, including the new york times and new york observer, which headlined its description, jay z s book to be utterly inescapable thanks to bing, clear channel. Oct 18, 2010 but a new campaign for decoded, the memoir by the hiphop performer jayz, promises to be a real headturner. The interactive outdoor spectacle for jayzs decoded tops the 2010. In order to promote their new client, droga5 combined the newly developed bing with jay zs upcoming book release to launch a worldwide campaign. Oct 21, 2010 droga5 new york goes all out in its launch of jay z s upcoming memoir decoded with a massive multiplatform campaign that takes every page of the book and brings it back to its birthplace, literally.
Told through lyrics, images and personal narrative, decoded shares the story of jay z s life through the 10 codes that define him, giving insight into his background, influences and the artistic process that shapes his work. Decoded advertising campaign of jayzs book with bing. Part autobiography, part lavishly illustrated commentary on the authors own work, decoded gives the. Part autobiography, part lavishly illustrated commentary on the authors own work, decoded gives the reader a. Last november, as he geared up for the release of his book decoded, jayz started giving his book away for free.
Decoded memoir decoded is the autobiography and memoir of rapper jay z, published by random house and released november 16, 2010 on hardcover and november 1, 2011 on paperback. Made in america is the fruit of michael eric dysons decade of teaching the work of one of the greatest poets this nation has produced, as gifted a wordsmith as walt whitman, robert frost and rita dove. Everyday low prices and free delivery on eligible orders. Aug 28, 2011 although this isnt technically a business book, jay z s biography does offer some great business insights. Nov 24, 2010 the new campaign for decoded, the memoir by the hiphopentrepreneur jayz, promises to be an unseen in the world of advertising, all those thinking of getting an advertising or marketing degree, pay close attention. Dec 04, 2010 jay z s brilliance was that, better than any of his peers, he told both stories, and later reconciled them, shaping the narrative by becoming one of his countrys most successful black businessmen. Essays are on the long side and the american context would need to be contrasted to canadas. Jayz worked with droga5, who conceived and executed the campaign with. The marketing for the book took the idea further, mashing up oldschool billboard advertising, newschool social media, mobile apps. The complex ad campaign involves book pages hidden all over both the real world and the virtual one. Jayzs decoded book uses scavenger hunt marketing mtv.
It was also another testament to the mans genius and marketing skills because right away you understand that by putting the book together in this format, it will entice the readers to purchase or at least investigate more of the songs which may not already be in their collection, and. At the time, jay z was in the process of releasing his memoir entitled decoded. Michiko kakutani, the new york times one of a handful of books that just about any hip hop fan should. Bing has created a crosspromotional campaign to help launch jay z s forthcoming book, decoded, using the search propertys maps and entertainment features. Decoded advertising campaign of jayzs book with bing maps. New yorkers may find themselves stumbling onto reproductions of entire pages taken from jay z s decoded. The book combines lyrics, their explanations, anecdotes, reflections, and autobiographical information. Then, at the very last minute, bing and droga5 decided that one lucky person whod decoded all 200 clues using bing maps would get the jayz lifetime pass, a golden ticket of sorts, good for.
Having increased bings market share to the highest it had been since its 2009. Trying to think of a way to use this book with students. Last november, as he geared up for the release of his book decoded, jayz. By paul cantor get ready to decode jayz, literally. Droga5 in new york nabbed the grand prix in outdoor at cannes on tuesday for its playful, ingenious and grand outofhome campaign for jay z s autobiography, decoded.
Jayz discusses decoded at the new york public library. Apple, jay z, and the importance of authenticity new kind. New yorkers may find themselves stumbling onto reproductions of entire pages taken from jayzs decoded, which will. This is a firstperson chronicle of the life and work of jay z, born shawn carter in brooklyns notorious marcy projects. Jay z fans will be able to access pages from the rappers upcoming book decoded, an exploration of his life and lyrics starting this week for a whole month before it hits store shelves on. Bing needed to increase usage and position itself as a modern choice to a younger audience that was key to growing market share, but is highly suspect of advertising and product claims. Mtv news took a peek at the collection and selected a few topics and. The primary medium of the story is the nonfiction book written by jayz called decoded.
The jayz brand decoder prolific, cryptic, and intellectual, jay z is a rap icon whose brand goes well beyond the music. Jayz worked with droga5, who conceived and executed the campaign with the help of microsoft search engine bing. This episode isnt retold in decoded, which is not an autobiography but rather a scrappy memoir, containing much of the jay z. Today october 18th, an online and realworld scavenger hunt begins in new york and other locales mentioned in the lyric book memoir decoded. Fans could find pages from the book in unlikely places. Oct 18, 2010 bing has created a crosspromotional campaign to help launch jayzs forthcoming book, decoded, using the search propertys maps and entertainment features. Yesterday jay z launched a unique marketing campaign for his forthcoming book, decoded, sending fans across the globe on a scavenger hunt.
Jay z was the perfect icon to be represented in this campaign because of two main reasons. The fullyillustrated book decodes 36 songs from jayzs extensive catalog, offering an intimate, firsthand account of the rappers most famous raps. For the launch of his autobiography, hiphops premiere entrepreneur turned marketing into interactive art. Jayz shares lessons in business and ownership on meek mills new album. Part autobiography, part lavishly illustrated commentary on the authors own work, decoded gives the reader a harrowing portrait of the rough worlds jayz navigated in his youth, while at the same time deconstructing his lyrics. The marketing for the book took the idea further, mashing up oldschool billboard advertising, newschool social media, mobile apps, and more. A very modern and forwardthinking transmedia project was created. But a new campaign for decoded, the memoir by the hiphop performer jay z, promises to be a real headturner. Its part of a unique advertising campaign created by new york ad agency droga5.
I was lucky enough to read the av enhanced kindle version, which featured several videos of jay z talking about the songs and bringing the stores in the book to life. Nov 16, 2010 ambitious man, ambitious book, ambitious marketing campaign. He is after all one of the top selling rappers in the world and a prolific business. Dyson is usually far more insightful that this, and readers should turn to julius baileys jay z. Like its multihyphenate author, jay z, decoded is many things at once.
Decoded jayz book report by simon williams on prezi. Oct 19, 2010 basically, for the launch of his new book decoded, the world will be treated to an interactive global treasure hunt for the pages of his book, powered by bing. Ambitious man, ambitious book, ambitious marketing campaign. Droga5, the ad agency behind this project, placed excerpts from the book in locations relevant to the content. As kelefa sanneh notes in an excellent new yorker piece, this claim rap is poetry is not restricted to. One eye open the revolutionary tshirt public service announcement the black album american dreamin american gangster early this morning unreleased honor among predators coming of age reasonable doubt coming of age da sequel vol. In order to promote their new client, droga5 combined the newly developed bing with jay z s upcoming book release to launch a worldwide campaign. Nov 16, 2009 jay z s decoded is part biography, part commentary on american events and issues from the 1980s to the present, part poetry anthology, part history of rap and hiphop music, and part sociology textbook. His first book, decoded, is not your typical celebrity memoir. Inside jayz s launch of decoded with droga5, bing for the launch of his autobiography, hiphops premiere entrepreneur turned marketing into interactive art and a scavenger hunt that rewarded. Today october 18th, an online and realworld scavenger hunt begins in new york and other locales mentioned in the lyric bookmemoir decoded. Happily, it is a book of essays regarding jay zs hustle, poetics, and politics in america. Get it today with same day delivery, order pickup or drive up. In order to provide an immersive game experience which would hook the user into.
904 747 1025 1424 698 1074 853 1337 294 242 348 894 976 127 997 1 450 478 983 1098 512 1013 1517 639 25 1223 610 1005 557 427 283 927 1400 114 642 893 316 739 73 461 1115 805 1373 260 174 1081 922