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Jay-Z Puts Enormous Marketing Power on Display with Duracell

The marketing power of hip-hop star Jay-Z only continues to grow, to the point where even accidental shout-outs can result in huge advertising opportunities for companies. Jay-Z’s had a pair of big marketing blowups this week, the first stemming from his investment partnership with battery-maker Duracell. In January, Hova announced that he had signed on as a spokesman for Duracell’s new Powermat JV, a product designed to keep mobile devices charged throughout the day.

In a one-minute commercial, Jay-Z makes a cameo at the end, taking a call from his superstar wife Beyonce just before delivering the brand’s slogan, “Never be powerless.” The ad is an unusual turn for the rapper, who rarely makes note of his private life in his work or public appearances. In the statement announcing his involvement with Duracell’s product, Jay-Z described his reasons for getting directly involved.

“I believe in the future of wireless energy and I believe that Duracell Powermat is the company to bring on the revolution,” Jay said in the release. “I’m partnering with Duracell Powermat because they’re providing the solutions for the future.”

Jay-Z is also featured alongside rappers Rick Ross & Dr. Dre in a track titled “3Kings,” the first track to debut off Ross’s new “God Forgives, I Don’t” album. “Used to shop at TJ Maxx back in ’83; I don’t even know if it was open then; I ain’t know Oprah then.” Jay-Z said on the track released earlier this week. Just the slight mention of the discount retailer set off a social media frenzy, giving T.J. Maxx the kind of advertising that money can’t buy.

“Hey @S_C_, thanks for the shout out! We opened in March 1977 and have been keeping stylish men in designer labels for less ever since,” the company replied in a tweet to the star. Even as the 42-year-old artist maintains his tough image, his marketing power continues to soar through the roof, as one of the few faces that can reach multiple generations and urban demographics.



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