A better foil to what Jay-Z is doing is Daft Punk: http://www.businessweek.com/articles/2013-06-27/daft-punks-g...
Jay-Z's marketing campaign is aggressive (pushing users to post things on social networks to unlock things) while Daft Punk is taking a more hands off approach, letting their fans spread the word.
It will be interesting to see which one sells more.