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As Jay-Z abandons retirement as an artist to deliver his 10th studio album, Mercury UK is looking to the set to activate his broadest audience yet, as musical guests including Chris Martin and producers Dr Dre and Kanye West open doors for the star at media, radio and TV.
Mercury marketing manager Naomi Beresford-Smith says that, three years on from the release of The Black Album, the profile of the star is bigger than ever. "There is a real demand and awareness out there about Jay-Z now; his profile is bigger than it was three years ago," she says.
Radio One's Zane Lowe last week declared the Show Me What You Got single to be the "hottest record in the world", while Stateside it has enjoyed a record-breaking first two weeks on the ...