Kanye and Jay-Z get projected

Kanye and Jay-Z brought commuters in London to a standstill, without even being present.

On Thursday (February 9) the world premiere of their latest music video was projected on the side of Shoreditch High Street train station.

Word of the stunt began on social networking sites like Twitter and Facebook in the afternoon and spread quickly.

By five o'clock GMT and 11 o'clock Eastern Standard Time, the video was unveiled simultaneously around the world.

People crowded outside Shoreditch High Street train station, taking pictures of the event on their mobile phones, iPads and cameras.

Reaction to the stunt and music video were mixed.

SOUNDBITE: Unidentified U.S. Student Studying Abroad, saying (English):

"I think it's really cool. I think it's really democratic that everybody can see it. I don't really understand why it's in London and not in Paris but I'm happy with it. I think it's a really cool video."

SOUNDBITE: Lotte Williams, Fashion Student from London, saying (English):

"Yeah it's quite good. You can't really see it that well though because it's still quite light out. They should've waited I think.

REPORTER ASKING: "Do you have any advice for Kanye and Jay-Z on making music videos?"

WILLIAMS, SAYING: "Er, stick to putting the videos on TV."

SOUNDBITE: Mohammad Ahmed, 18, From London, saying (English):

"It's an event for sure. I rushed to get here. Everyone on Twitter was going crazy about it. It generates a lot of hype. It's very cool. It's very, very cool."

SOUNDBITE: Mahmood Dualah, 18, From London, saying (English):

"Kanye West is obviously, he's known for creative stuff. I was expecting something creative, a bit strange, something weird, I got that but I was still disappointed. He set the bar for himself so high, I expected him to meet it, I don't think he met it but it was still pretty cool, I still enjoyed it."

The, single taken from the duo's album "Watch The Throne", reached number five on the U.S. Billboard Hot 100 chart.

Cindy Martin, Reuters