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The media craze around Jay-Z and his new album "Magna Carta Holy Grail" continues.

The rapper is in the midst of performing one of the album's tracks, "Picasso Baby," for six straight hours at the Pace Gallery in New York. Footage of his performance is being compiled for the track's music video.

Also present, according to Huffington Post's entertainment editor Kia Makarechi: director Judd Apatow, "Girls" actor Adam Driver, performance artist Marina Abramovic and rapper Wale.

Instagram pictures and Vine videos from the event are already circulating online.

See Best of Jay-Z's Twitter Responses

To promote his new album, the 43-year-old rap mogul recently broke his Twitter silence to answer a sea of questions from followers online, touching on Kanye West, Miley Cyrus and even Britney Spears.

Earlier today he expressed his disappointment on New York's Power 105 The Breakfast Club radio show that a Samsung phone app that was supposed to deliver his new album to one million fans at midnight on Independence Day failed to work.