The surprise release is now clearly the preferred marketing/sales stunt: And if you're a superstar like Beyonce, it's damn effective. Same goes for Drake, who dropped If You’re Reading This, It’s Too Late on Friday and is already looking to sell over 500k copies in just a few days. Promotion?
"This more than just a minor hobby. In fact, this is a life. In fact, this is a family."
And this is more than a music video: It's a devilishly clever set-up that lulls you down a gritty, yet strangely dreamlike street thuggery, before hitting the country where we realize that we're getting sky high with one hell of a drug. And then, SNAP, we're back again, as the lines between filmmaker and actor, particpant and viewer, fantasy and reality, gravity and sanity.
Product Placement is so 2014. Branded content with top-notch celebs and production quality is 2015. Adidas starts it off right with this spot for their Originals line, focusing on musicians Pharrell Williams and Rita Ora, athletes David Beckham and Daniel Lillard, and those legendary three-striped Superstar sneaker that first inspired Run-D.M.C. nearly 30 years ago.