MC Hammer is set to release a new album this fall titled “Dancejamthemusic,” his tenth album and first new release since 2006.
This time out Hammer is in control with his own label, Fullblast Playhouse, where the rapper/entrepreneur has a number of artists including Dasit, Pleasure Ellis and the Stooge Playaz. Hammer’s new album will be launched with the single “I Got Gigs,” which will also be featured in a new commercial for ESPN that launches this weekend.
"My approach is, even before people know about it [the forthcoming single], to pound it into their subconscious with this commercial," MC Hammer told Billboard exclusively. The single will be released for sale after the artist finalizes which company will distribute his and his compatriot's albums.
The album title is a reference to Dancejam.com, a Web site consisting of videos of people dancing, that Mc Hammer co-founded in late 2007. Dancejamthemusic will have 16 tracks MC Hammer said. "It's all dance driven, fun music," he said.
The New York office of independent advertising agency Wieden + Kennedy made the Hammer commercial, as well as another one that does not have a musician in it, to promote Monday Night Football on ESPN.
In the MC Hammer spot a man is seen enthusiastically playing keytar while the artist raps his single into the microphone. Throughout a beeping noise is heard that turns out to be keytarist's alarm alerting him that this is all a dream and it is Monday morning.
MC Hammer’s “Dancejamthemusic,” is due on September 29th.