In case you've been living under a digital rock, Frank Ocean released an album this week called Channel Orange. It came as something of a surprise, since it was officially released from Ocean's camp a week before it was set to physically hit stores on July 17. But Ocean claims he followed the example of Jay-Z and Kanye for that promotional trick.
Speaking to BBC Radio 1, Ocean "wanted to mirror what Jay and Kanye did with Watch The Throne," which he guested on. He's referring to their similar strategy: release the album digitally ahead of the physical schedule to prevent leaks.
The idea also had some more artistic consequences: "My thing was, I wanted all the promotional elements to be– I don’t know if the word is ‘retroactive,’ but kind of follow the album with the videos and the tour and do everything after. And kind of just let the music speak for itself for a second and not be in a situation where the record leaked. It was always my plan to drop it ahead of physical.”
Ocean also expressed that he "wanted to do things that I hadn’t done before structurally with songs and I wanted to go different places sonically that I hadn’t gone before," which mirrors his promotional strategy. Watch the throne, indeed. [HipHopDX]