Jay Z is a pretty smart cookie. Not only has he put a ring on the finger of bootylicious Beyonce, produced perfect progeny, he’s also maintained top spot in Hip Hop and worth some $450 million by engaging in some pretty smart content marketing strategies.
The key digital marketing arm for the Jay Z brand behemoth that I’d like to discuss is his website Life & Times.
Described as a site “curated by Shawn “JAY Z” Carter, JAY Z’s Life+Times is a digital experience covering art, sports, music, fashion and culture”, we can see he is pushing the boundaries of the standard artist website.
There’s so much more than just news of the upcoming single and the latest tour dates. Sure, he’s got curated pics from his latest gigs in Paris and there’s some sweet backstage pics of Bey having a cheeky glass of champers while cheering on her man, but the breadth of extra content that sits comfortably in the Jay Z ‘lifestyle’ is phenomenal.
Smartly, Jay Z and his marketing team have realised that through the digital content medium they have an opportunity to explode the Jay Z experience by allowing the fan to be immersed into all contact points for Jay Z’s inspiration from art and music, to sport, to fashion.
Consequently there are more reasons to check back into Life & Times regularly as the content offering is constantly changing, inspiration points are fluid and the fan is not being slammed with Jay Z marketing material, but rather being taken by the hand and led backstage into an intimate experience with the biggest star in the music industry through the content that sits ‘around’ the brand.
You’re reading what’s on his coffee table, listening to tracks he’s inspired by on spotify, styling up to what he’s wearing on the street, even cooking his favourite Peri Peri chicken … and the great thing is that hardly any of this material has a Jay Z product anywhere near it.
When he does post instagram pics of the family on holiday, or leaks a sneak of unreleased sounds, or announces a new tour, the impact is all the more impressive as the fan has been following more than just a musician, they’ve been following a lifestyle.
Ask yourself; can your brand be something more than the obvious to your customers? Can you create conversations around more than your product? How can you create fans of your brand?
If you’re struggling to answer these questions have a chat with me and we can work out a strategy that will rock harder than a night out with Jay Z!