[WATCH] Jay Z Makes Digital History, Premieres ‘Holy Grail’ Video on Facebook Watch

Jay Z’s #NewRules continue throughout the promotion of his latest album, Magna Carter Holy Grail. On Thursday afternoon, he released his ‘Holy Grail‘ music video, featuring Justin Timberlake, not on MTV, VH1 or BET, but on a social media site–Facebook.  The premiere utilizes Facebook’s proprietary video player, edging out YouTube which reportedly won’t have the video until noon EDT on Friday Aug. 30. Nick Grudin, head of content partnerships for Facebook says:

What we’re doing with Jay Z today is really exciting and we think emblematic of the evolution fo music and how musicians can connect with their fans. And we think that is particularly evident in Jay Z’s approach here, which will really allow him to go direct to a massive and instant global audience. It’s something that only Facebook I think can really deliver in this way, given the scale of the audiences musicians have and the global nature of those audiences and the social dynamics of what happens when they engage on Facebook.

Mr. Carter’s new way of thinking, lines up with how he continues to marketing his album via his $25 million partnership with Samsung, along with this weekend’s Made In America festival, stamped (and paid for by Budweiser). Watch the Anthony Mandler directed video below.