It's an Event, Literally: Juicy J to Release Kanye-Assisted "Ballin" Video Monday

Even prolific artists must now broadcast themselves far wider in order to loom above music’s excessive fast pace.

Today (September 23), Tidal cordially invited the whole internet to RSVP to the viewing party for Juicy J’s next single, “Ballin,” featuring Kanye.

Well, anyone from the internet who can make it to Los Angeles by this coming Monday, September 26.

This is a bit of a surprise.

Who knew that a Kanye-supported song and video would need any extra promotion? Or that Juicy J—who just released the song “Trap” with Gucci Mane and PeeWee LongWay—would need publicity like this? Makes you think.

In order to successfully release a major video and gain traction in 2016, it seems you can’t just release a visual online, or only have online exclusivity. You have to turn the release into an off-line event, complete with a prominent host, a booze sponsor, and URL restricted access: Karen Civil will be emceeing the event, D’usse will be providing libations, and Tidal is backing it all.

Or maybe, this is just another good look for Tidal? Compared to Spotify and Apple Music, the Jay Z-backed streaming service hasn’t been a fan favorite since its Stateside arrival. In regards to streaming platform popularity, Spotify and Apple Music are in the lead for paid subscriptions.

Perhaps Hov is trying to amass more cred for his fledgling platform—or maybe this is just the way of the music world now.

Prolific rappers and producers, like Juicy J, must now broadcast themselves far wider in order to loom above music’s excessive turnover and fast pace. The times they are a-changin.


By Tara Mahadevan. Follow her on Twitter.

Photo Credit: Twitter