Run the Jewels Launch Virtual Reality Video for “Crown”

In the past two years, Run the Jewels have become a case study in marketing excellence. Killer Mike has become one of the most important and outspoken political commentators in hip-hop today, while the combination of Mike's lyrics and El-P's production have made them bigger artists than ever before.

Now they're putting their newfound power to good use by taking a completely new direction with their latest video for "Crown." Instead of just throwing it up on Youtube or WorldStar (imagine RTJ premiering a video on WSHH), they're launching a virtual reality viewer for fans to watch the flick with.

You can see the video by accessing The New York Times' NYT VR app, which is available on iOS and Android. The video will see a more traditional release on YouTube and Facebook next month.

The "Crown" video is also the first part of RTJ's new virtual reality platform called VRTJ. The platform will be a vehicle for other content from the duo including live performances, material from their Art the Jewels gallery, and more. Plus, they'll be releasing a VRTJ cardboard viewer on Record Store Day in April.

Weeks ago, Killer Mike posted a video to Instagram of a preview of new RTJ music, presumably from their next project RTJ 3. El-P has said that it'll drop this year, so everyone's holding their breath until Mike and El return to smash people's brains in.

Check out the snippet below and watch the virtual reality video for RTJ's "Crown" video on the NYT VR app.

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