You know it’s hard to sell albums when Eminem is teaching Jimmy Kimmel how to freestyle and Jay-Z has Oprah Winfrey in the non-Hipster section of Brooklyn [click to watch]. And for many, the most surprising appearance might have been when both Jay-Z and Eminem appeared together at a free concert for the video game DJ Hero.Was it a case of clever marketing? Of course. You don’t sell as many albums has the “Renegade” collaborators by not taking advantage of such opportunities. But, as Freestyle Games’ Chris Lee explained during a recent screening of the game, both emcees also had intentions in mind which didn’t necessarily impact their bottom line.
“I think part of their rationale was, ‘If people are going to buy this, then they might not have heard certain things from our catalogue,’” says Lee, Commercial Director for Freestyle Games. “Some people just don’t like specific genres of music, but we didn’t want that to be a reason why they didn’t want to play the game. [Jay-Z and Eminem] came up with the idea of compiling original, never before heard albums to attract people that might not ordinarily get involved with their music.”
And while Jay and Em were enthusiastic about getting on board with DJ Hero, in true Hip Hop fashion, a deejay was responsible for the apex of the collaboration—their performance at The Wiltern in June.”
“DJ AM orchestrated the whole thing,”Lee adds. Prior to AM’s untimely, accidental death [click to read], Lee says AM was one the earliest and most ardent of DJ Hero’s supporters.”
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“It’s one of those things that just kind of catches you by surprise, and obviously we were devastated,”Lee says. “He was a real passionate part of the process and a real ambassador for the game. Everyone we worked with ‘got it’ but some got it sooner or more than others, and AM was one of those guys.”
When DJ Hero is available for purchase on October 27, those looking for the complete Jay-Z and Eminem experience have the option of purchasing the “Renegade Edition,” which also ships an upgraded turntable controller, a turntable stand and the aforementioned music. And since special mixes of “My Name Is,” and “Izzo (H.O.V.A.)” are included in the standard edition, more frugal fans can take part as well.
Lee also expressed hopes that, much like AM was able to do, the music will ultimately bring the “beef and broccoli” Timberland set together with the Williamsburg hipster types.
“A lot of people approach it thinking, ‘Ah, I love Dizzee Rascal and the Black Eyed Peas, but I’m not so sure about the Marvin Gaye or Tears For Fears,’” Lee says. “But they go with it and find out there’s a whole bunch of music that they may have completely dismissed.”
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Stay tuned for HipHopDX’s official review of DJ Hero.
