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    Virginia “Ginny” Van de Wall
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August 13, 2011  | by: Virginia Van de Wall
Jay-Z and Kanye West

Jay-Z and Kanye West


The dynamic duo, Jay-Z and Kanye West, released their “Watch the Throne” LP on Monday. That release however, was only available through digital copies. Fans that wanted the physical album had to wait until the end of the week when the rappers put their marketing techniques to work. Hova and Yeezy set up tent on the streets of New York City in the SoHo section yesterday.

There’s no missing this erected pop-up store wrapped in gold that replicates the duo’s album cover art on 201 Mulberry Street. Not only can fans buy the LP, but they can also get their picture taken with the tricked out car that appears in the rappers’ “Otis” music video. The Maybach vehicle remains in the same shape with slashes from a chainsaw and all the doors ripped off. It sits in the middle of the store.

There are rumors that Jay-Z himself will show up in the store at some point, though he doesn’t have very long. Opening on Friday, the store will move elsewhere after Sunday. I can’t wait to see what else Hova and Yeezy plan to do with the promotion of the album.

Check out the “Otis” music video below.

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