The collaborative album by Kanye West and Jay-Z, released August 8, 2011, became hip-hop’s most successful duo project of the decade. The album’s luxurious themes and innovative rollout set new standards for rap collaborations.
Star Power
Pairing the two biggest names in hip-hop, Watch the Throne was recorded in various luxury hotels across the globe. The album explored themes of wealth, fame, black excellence, and the pressures of success.
Singles Success
“Otis” (sampling Otis Redding) won Best Rap Performance at the Grammys. “Niggas in Paris” became a cultural phenomenon—they performed it 11 times in a row at a Paris concert, and it became the walk-out song for countless sporting events.
Digital Distribution
The album was one of the first major releases available on iTunes before physical copies, part of a trend toward digital-first releases. It sold 436,000 copies in its first week and debuted at #1 on Billboard 200.
Tour and Visuals
The Watch the Throne Tour grossed $48 million with elaborate production including a massive LED cube suspended above the stage. Music videos directed by Spike Jonze and featuring Givenchy designs elevated the visual aesthetic.
Legacy
The album’s opulent sound influenced luxury rap of the 2010s. Jay-Z and Kanye’s relationship later deteriorated (referenced in Kanye’s 2016 Saint Pablo rants), making Watch the Throne 2 a perpetual rumor that never materialized.