The hype surrounding Watch the Throne has been unmatched by any hip hop album in the past decade, and the release of the Jay-Z Kanye West Otis Video is perfectly timed to capitalize on the excitement. While the song is not an album favorite, the video certainly makes up for it with exactly the kind of swaggerific, over-the-top and straight-up epic imagery you would expect from the kings of the rap world.
Directed by Spike Jonez, who is a fan of fast cars, fireworks and extravagance, the video is the first of many much anticipated shorts that will tell the story of the Throne and complete the already mind-blowing songs with images that take them to the next level.
Implications - Musical collaborations from powerful names in the industry are a surefire way to sell albums, irrespective of the actual quality, based on recognition and gimmicking alone. The array of spinoff products from music videos to posters, DVDs and concert tickets fly off the shelves as consumers are eager to participate in a shared, communal phenomenal experience.
Iconic Superstar Illustrations
48 Jay-Z and Kanye West Innovations
29 Artful Kanye West Depictions
Macabre Rapper Music Vids
Hip-Hop Studio Memoirs
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.