Did the Web Help Kanye Outsell 50 Cent?

In the case of Graduation, this approach has proven successful. West's redesigned Website, UniverseCity -- which actually looks like a futuristic city -- offers alternate versions of videos for his top singles. One of his videos for "Can't Tell Me Nothing," for instance, features comedian Zach Galifianakis and folk/post-punk artist Will Oldham (a.k.a. Bonnie "Prince" Billy), illustrating West's diverse influences and crossover appeal. Thanks to West's online popularity, Graduation set a record for first-week digital sales, with Nielsen SoundScan reporting 133,000 downloads. These numbers likely result from Def Jam's efforts through ad campaigns to direct the online buzz about the album toward iTunes, where West also generated record-breaking sales, according to Bartleson.

And just like in any other industry, the outcome of this marketing drive will influence future products to come. The ability of Kanye's "thinking man's" rap to go head-to-head with a club favorite like 50 Cent may usher in a new musical trend. "I think Kanye will influence younger people to take chances in their music. He's talking about different things," says Trani. In fact, given the polarity of the two rappers involved, its impact may be even greater. "It's an election, not unlike John Kerry, George Bush, Al Gore," says Creekmur. "This could very well sway hip-hop in another direction."

Of course, whatever new direction hip-hop takes, it won't include 50 Cent's retirement. After early sales indicated Graduation would outsell Curtis, 50 Cent promised to release his future albums head-to-head with those of Kanye West's fellow rappers at Def Jam. The "Kanye Vs. 50" sales battle proves that the hip-hop "beef," gone digital, is not only here to stay -- it's a winning marketing strategy.