NEW YORK - The partnership between Jay-Z and Justin Timberlake may seem a bit strange.
Jay, after all, has ruled hip-hop for years, while Timberlake, even at his edgiest, has rarely ventured beyond the poppier side of R&B. Timberlake's 2006 duet with Jay-Z's wife, Beyonc? "Until the End of Time," was far more expected.
However, when Timberlake made his surprise return to music in January, after years of focusing on acting, it was with Jay-Z by his side for "Suit & Tie." And they quickly solidified their relationship by announcing a stadium tour, which kicked off Wednesday in Toronto and runs through Aug. 16 in Miami, stopping in San Francisco on July 26 at Candlestick Park.
So why did these two hook up? Was it for artistic reasons? Perhaps. Was it the influence of Timbaland, who worked with Timberlake on "The 20/20 Experience" and Jay-Z on his new album, "Magna Carta Holy Grail"? Maybe.
Most likely, it was a combination of those reasons and the new realities of the music industry, where even superstars have to find new ways to get the public's attention and encourage them to buy albums and concert tickets.
"We don't have any rules," Jay-Z says in a commercial for Samsung, which doubled as the announcement for the release of "Magna Carta Holy Grail" earlier this month. "That's why the Internet is like the Wild West, the Wild, Wild West. We need to write the new rules for what's going on right now."
In Jay-Z's world, those new rules include getting Samsung to pay $5 million for 1 million copies of "Magna Carta Holy Grail" that the company would offer for free to owners of its Galaxy phone -- guaranteeing that the album is a platinum-selling hit, even before it is released. Those new rules may also include teaming up with an artist like Timberlake, whose core audience is radically different from his, to make a summer stadium tour viable.
Gary Bongiovanni, president and editor-in-chief of concert industry trade publication Pollstar, expects the "Legends of the Summer" tour to do well, since "neither of them has toured extensively and there's a pent-up demand." However, he adds that if Jay-Z and J.T. didn't combine forces, they probably wouldn't have been able to fill stadiums across the country.
"There are very few artists out there playing stadiums right now -- Taylor Swift, Kenny Chesney -- and even then not in every market," Bongiovanni says. "And those who could potentially play stadiums, like the Rolling Stones, are opting to play indoors, because unless you're very close to selling out every show, you'd be better off in a financial sense playing indoors because there's lower overhead." Of course, even the best business strategies can't make a tour work without the music.
Timberlake, for his part, told Ellen DeGeneres in one of the few interviews he's done to promote the album and tour that music still is important to him.