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How Tyler, the Creator Scored a Career-Best Release With ‘CHROMAKOPIA’
Tyler, the Creator's 'CHROMAKOPIA' is his biggest album yet on the Billboard 200. Here's how, according to Columbia Records' Victoria White-Mason.
Emerging from the hip-hop-meets-everything collective Odd Future, he has continued to innovate and expand the boundaries of his career each year, whether it be in fashion, festivals or with the type of music he puts out into the world — with plenty of recognition, and accolades, coming his way as a result. The activation was an ambitious endeavor made possible by an immense amount of collaboration across our teams — from complex routing and logistics to daily social touchpoints alongside the truck’s movements and planning experiential elements for fans along the way. Of course, shortening the release week is not a natural instinctive idea in today’s market, but it is hard to overstate how remarkable a job Tyler did to create that awareness through visual trailers, touring announcements, live events and more.
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