Fans of Jay Z's "Holy Grail," perched comfortably in the top 10 of the Billboard Hot 100, are in for something of a surprise with the moody, expansive video, released on Facebook Thursday.
Switched around, slowed down and stretched out, Jay's treaties on the the price of fame feels like a glacial spiral into darkness -- and that's a good thing.
The video's set, like the re-worked song, is dark, and cavernous, even overwhelming. And cold. Suffice to say, "Holy Grail" is not a happy entry.
Teaming up with Facebook for his latest foray into "#newrules" marketing, Jay made the video is exclusively available on the social network for the first 24 hours.
The album, "Magna Carta... Holy Grail" was distributed first to Samsung smartphones, and he teamed up with Budweiser for the Made in America Festival.