To help educate African American and Hispanic American audiences about “Game of Thrones” HBO reached out to hip hop and rap artist who had previously self-identified as fans of the show to create a promotional mix tape. The one-of-a-kind album featured Wale, Common and others rapping about each season. It was released on Soundcloud, quickly generating 2 million streams. It got massive press pick up, and all of the involved artists promoted it on their social media platforms (45mln fans+). Did it work? The Season 4 premiere drew 6.635mln same night viewers for the initial telecast—the largest same-night audience for HBO since the finale of “The Sopranos.”

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