Nas Teamed Up With AudioMob To Market ‘King’s Disease II’ In An Innovative Way

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Nas unleashed King’s Disease II in August, and fans praised the album as much as its predecessor. To help promote his 14th studio album, Nasty Nas teamed up with AudioMob, an audio advertising company based in London, England.

According to a press release, AudioMob “bridges the gap between audio and mobile gaming opportunities through in-game audio ads.” Nas utilized AudioMob’s technology to address people directly in an audio ad as a snippet of the album played in the background midgame.

After hearing Nas speak to them, players were guided to a banner at the bottom of the screen that brought them straight to the Hit-Boy produced album featuring Eminem, Lauryn Hill, EPMD, A Boogie wit da Hoodie and more.

“It was interesting to witness the music react in a different landscape,” Nas said in a statement. “It’s a dope medium for artists to connect with the globe.”

Christian Facey, CEO at AudioMob, said, “I remember mimicking Rhythm Roulette with friends when I was learning to produce music and how Nas quickly became one of my favorite rappers when I was a teenager. It’s been a surreal experience working with Mass Appeal and Nas’ team to promote one of my favorite Rappers.”

AudioMob saw a click-through rate jump 1275% compared to the usual rate offered by traditional in-game banners. The company reported people from the UK, United States, Australia, Canada, Germany, and Brazil heard the ad on various free-to-play mobile games.

King’s Disease II debuted at No. 1 on Billboard’s Top R&B/Hip-Hop Albums chart and No. 3 on the 200 chart selling 56,000 total album-equivalent units within its first week of release. The units sold were more than King’s Disease, which only sold 47,000 copies and debuted at No. 5 on the Billboard 200.

Stream King’s Disease II below.