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Why Playboi Carti’s ‘Music’ Album Embraced Mystery for Its Rollout Strategy
Behind the scenes of the rollout strategy for Playboi Carti's 'Music' album, from Executive of the Week, Carti's manager Erin Larsen.
And Carti has been building anticipation for the release for an extended period, teasing songs on social media, putting up billboards in Los Angeles, dropping singles seemingly at random and debuting new tracks in live performances, including at Rolling Loud earlier this month. He remains at the forefront of conversation when fans are wondering what direction sonically he’ll go with this album and we tried to create moments along the way to bring them into that process. We’ve got great partners at Interscope and will work with them to expose the music to different audiences, build records at radio, use digital marketing and socials as well as branding opportunities.
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