Jay-Z announced the title and release date of his 12th solo album —Magna Carta Holy Grail — during Game 5 of the NBA Finals on Sunday night because he was looking for maximum exposure. Judging from the album title and his tweets about the “new rules” being set around hip-hop album releases, Hov needed this message to be televised.

As part of his promotion deal, Samsung agreed to buy 1 million copies of the albums that owners of their phone products would receive for free, and that alone is a milestone achievement. “If 1 Million records gets SOLD and billboard doesnt report it, did it happen? Ha,” Jay tweeted on Monday morning, adding the hashtags #newrules and #magnacartaholygrail.

Jay-Z clearly didn’t take the low-key approach to his album release, but he did set a new bar when he debuted a three-minute commercial for Holy Grail during half-time, grabbing some premium TV real estate and also announcing that 1 million copies of the album have already been sold. Big things poppin’ clearly. Watch the video below. #MAGNACARTA

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