# Epic Rap Duo Vids The Jay-Z Kanye West Otis Video Captures the American Spirit on Fire By Corinne Guirgis | Published 2011-08-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/jay-z-kanye-west-otis-video References: [lionsdenu](http://www.lionsdenu.com/jay-z-kanye-west-otis-video/) & [linezofblow](http://www.linezofblow.com/2011/08/11/music-video-jay-z-kanye-west-otis/) 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](https://www.trendhunter.com/trends/follow-your-ears). 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](https://www.trendhunter.com/trends/music-deserves-bose) to posters, DVDs and concert tickets fly off the shelves as consumers are eager to participate in a shared, communal phenomenal experience. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 48% | Activity: 29% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Why This Trend Is Growing - **Musical Collaborations:** Opportunity to create spinoff products and experiences based on recognition and gimmicking alone. - **Short Films:** Opportunity to create visually stunning shorts that enhance the storytelling of music albums. - **Shared Phenomenal Experiences:** Opportunity to engage consumers through communal participation in immersive music experiences. ### Industries Being Reshaped - **Music:** Opportunity to leverage collaborations, short films, and shared experiences to drive album sales and merchandise. - **Film:** Opportunity to collaborate with music artists to create visually captivating short films. - **Entertainment Merchandise:** Opportunity to capitalize on consumer demand for spinoff products related to music collaborations and experiences. ## Related on Trend Hunter - [Hip-Hop Craft Beer Collabs](https://www.trendhunter.com/trends/beer-collab.md) - [AI-Generated Rap Music Videos](https://www.trendhunter.com/trends/love-you-more.md) - [Celebratory Hip-Hop Collaborations](https://www.trendhunter.com/trends/hiphop-collaboration.md) - [African American-Inspired Auto Campaigns](https://www.trendhunter.com/trends/What-in-the-Frunk.md) - [Laid-Back Barbershop Ad Campaigns](https://www.trendhunter.com/trends/the-shop-lineup.md) - [Music-Inspired Tequila Partnerships](https://www.trendhunter.com/trends/y-sol-tequila.md) - [Hip Hop-Honoring Exclusive Campaigns](https://www.trendhunter.com/trends/chip-shop.md) - [Epic Rapper-Backed Soda Campaigns](https://www.trendhunter.com/trends/make-your-gameday-epic.md) - [Rap Group Streetwear Collaboration](https://www.trendhunter.com/trends/supreme-x-wutang-clan.md)