Does Jay-Z Make Samsung Cooler Than Apple?
In an unprecedented celebrity endorsement deal, Samsung (SSNLF.PK) is providing one million Galaxy owners with early access to Jay-Z’s new “Magna Carta Holy Grail” album. The album will be made available Friday night for users who downloaded a special app on the Galaxy S4, S III, or Note II devices.
Jez Frampton, chief executive officer of Interbrand, told Bloomberg, “There’s great fit between Jay-Z and Samsung because they are both after similar audiences.” Frampton noted that Samsung is trying to “position themselves as for the younger consumer versus Apple (NASDAQ:AAPL)” in the North American market. He also said consumers are becoming increasingly immune to traditional advertising and that these types of alliances between musicians and content providers are an effective way to build a brand.
Samsung has previously released ads portraying Apple users as older and out-of-touch with the latest smartphone technologies. Interestingly, Samsung’s ad attacks on Apple’s image recalls Mac versus PC commercials, in which Apple tried to characterize Microsoft (NASDAQ:MSFT) users as goofy nerds with an inflexible, featureless product.