Lesson #2: When you release a project, you're doing more than just putting out new music. Make it an experience.
There are literally dozens of things that go into making an album. From the actual music to the track listing to the artwork to the lyrics, there are a ton of different experiences rappers give fans. Album covers have become a big deal in recent years—but why don't they do it more? Jay has literally given us everything (lyrics, behind-the-scenes videos from the studio, etc.) except the album at this point, which makes us feel connected to the project and more invested in it than we would be if he had announced it six months ago, dropped a couple of singles, and given us the track listing for it. At this point, we've received a bunch of small samples and now want—make that, need—the entire album. It was smart of Jay to do it that way.
Photo Credit: Rolling Stone