The Roots, a Philadelphia-based rap favorite, have just tapped college-focused mtvU on a pre-release promotional strategy. The channel is now featuring exclusive live performances leading up to the August 29th release of Game Theory. As part of its “Live Leak” promotional concept, mtvU is “leaking” performance cuts daily across its cable and broadband properties, a concept that keeps the site – and band –fresh. The clips were taken from a small live session, where the group jammed on several tracks from the Game Theory release.
The action begins at 8 o’clock every morning on broadband channel mtvU Über, when a new track is released. That hour is a bit brutal for most college students, who will either be asleep or just getting to class, though the clips are viewable on-demand throughout the day. The performance is later aired on the mtvU television channel as well.
