Release and Promotion
West presented music audiences with the first taste of Late Registration on April 20, 2005 while appearing on New York radio station Hot 97, where he played his lead single "Diamonds from Sierra Leone." The album was originally set to be released on July 12, 2005, but was shifted to August 16 by Roc-A-Fella/Def Jam. It was pushed back once more to August 30 by West himself as he needed more time to complete the album. Late Registration was anticipated to become the biggest-selling record of the year and over 1.6 million copies were distributed to stores in preparation of its first week of release. On iTunes Store, the album become one of the most pre-ordered titles in the online digital media store's history. West filmed a live album featuring tracks from Late Registration and College Dropout, titled Late Orchestration which was released April 2006.
A television advertisement for Late Registration was directed and animated by Maggie Rogers, Abby Johnson and Paul Tuersley of Mr & Mrs Smith Design Ltd. It featured a gigantic version of West's teddy bear mascot Dropout Bear roaming through the streets of London. The advert received an award from British music magazine Music Week for Best Music TV Commercial. On the day of the album's release, West made an in-store appearance at New York's Lincoln Center Tower Records to autograph copies for fans. That same day, Late Registration was released in its entirety for online streaming on AOL Music.
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