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.