Jay Z’s Justin Timberlake-assisted “Holy Grail” video was released today (August 29) through an exclusive partnership with Facebook. The social network’s head of content partnerships, Nick Grudin, spoke about what it means for the company to collaborate with Jay Z for the release of the video. 

“What we’re doing with Jay Z today is really exciting and we think emblematic of the evolution of music and how musicians can connect with their fans,” Nick Grudin said in an interview with Billboard. “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.”

Facebook says it plans to work with other musicians in a similar capacity.  

“It’s an area that we think there’s already a lot of great activity happening, but there’s still opportunities for a lot more,” Grudin said. “And this Jay Z video is a nice milestone in showing what’s possible in reaching the Facebook audience and really socially electrifying his fanbase.”

The video can be viewed below. 

Jay Z’s work with Facebook follows his partnership with Samsung. The rapper released his new album, Magna Carta Holy Grail, for free to a million Samsung users before it became available to the general public. 

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