The track, from the pair's collaborative album, samples soul singer Otis Redding.

The latest offering form the iconic rap duo Kanye West and Jay-Z,Watch the Throne, debuted last week, and has as its first single, a tribute to blues artist Otis Redding. ‘Otis,' directed by Spike Jonze, features the pair of iconic rappers modifying a black Maybach car before driving it round an empty lot in front of the American flag. Otis Redding's rendition of ‘Try a Little Tenderness' is looped behind the verses. This cultural mash-up hearkens back to the roots and inspiration of rap music You can watch the music video below:

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in