Beyonce started the trend of no publicity for an upcoming album, and then the newly released album would go on to break records and top charts. A couple of musicians have adopted Queen Bey’s strategy, and while it didn’t work for some as in the case of Kid Cudi, it appears it has worked for Drake and it is still working.
Drake has been a busy boy. The rapper and ex-Degrassi star has just put out an unexpected album via Twitter late last thursday. Drake linked to the collection, titled “If You’re Reading This It’s Too Late” via Twitter just before midnight ET.
Now, Drake’s new mixtape album If You’re Reading This It’s Too Late has shattered Spotify’s US record for streams of an album in its first week, notching 17.3 million streams in just three days, beating the 15.8 million streams his last album, Nothing Was The Same did in its first week.
The project is 17 tracks long, features collaborations with Lil Wayne, Travi$ Scott, and PartyNextDoor.
If You’re Reading This It’s Too Late was streamed 6.8 million times on Spotify in the US just on Valentine’s Day — despite the album being light on love songs — and 22.2 million times globally since its surprise release.
Releasing If You’re Reading This It’s Too Late on iTunes — which is referred to as a mixtape by Drake in the album notes — may or may not be a ploy to get out of his deal with Cash Money Records, but either way it worked; the album will move around 500,000 units in its first week, according to Billboard.