Inside the Rollout Strategy For Playboi Carti’s ‘Music’ Album

When Playboi Carti released his long-awaited third album, Music, in the early hours of March 14, it was met with a tidal wave of interest — its songs immediately flooded the daily Spotify and Apple Music streaming charts, and it immediately became Spotify’s most-streamed album in a day in 2025. And the album — his first in nearly five years, since 2020’s Whole Lotta Red — will likely become his second No. 1 on the Billboard 200 when it officially debuts on the chart next week.

It’s been a long time coming, and fans were certainly ready. 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. That was all according to plan. “It was always kind of teasing and never fully announcing, keeping fans engaged in the mystery until we finally announced the new album was dropping,” says Carti’s manager, Opium Records president/CEO Erin Larsen. And now, with Music poised to become the biggest release of Carti’s career, Larsen has earned the title of Billboard’s Executive of the Week.

Here, Larsen breaks down some of the strategies behind the rollout of Music, and how the team helped build anticipation for the album. “Carti’s a perfectionist,” Larsen explains. “He wants to take his time building out the music and the world around it and really developing the sound for the album.”

This week, Playboi Carti released his latest album MUSIC, becoming the most-streamed album in a single day in 2025 on Spotify and likely leading to his second No. 1 album on the Billboard 200. What key decisions did you make to help make that happen?

Our pre-release campaign started in 2023 and that was the first time he revealed the “I AM MUSIC” logo alongside the first song release on Instagram. We focused on consistent branding throughout the longer campaign and creating different moments that tied in like the NBA jerseys, “I AM MUSIC” out of home, key press moments, teasing records during live performances, etc. It was always kind of teasing and never fully announcing, keeping fans engaged in the mystery until we finally announced the new album was dropping.

This is Carti’s first album in almost five years. Why the gap in projects, and what effect do you think that extended time between projects had on the anticipation for this eventual release?

Carti’s a perfectionist. He wants to take his time building out the music and the world around it and really developing the sound for the album. The music is a larger representation of his creative vision and I think every project he’s offered something different. 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.

Carti has been teasing songs from this project in a variety of different ways, releasing videos solely to social media, performing unreleased songs at shows and dropping singles out of nowhere. How has that strategy helped to build towards the eventual release of the project?

This felt like an innovative approach on how to drop music. We didn’t play snippets. We dropped an entire song on YouTube or Instagram and fans tapped into those platforms to hear them because they weren’t available on DSPs. In the process, he built the hype up around the sound of the album, and we were able to see which tracks really resonated with people. The strategy really opened the conversation and made the fans feel like a part of the process.

After such an extended wait, and after a series of billboards that helped sow breadcrumbs, Carti announced the project’s release date the day before it came out. Why did you guys consider that to be the best way to announce it? 

The “I AM MUSIC” branding became so integral in the rollout because it was synonymous with an upcoming Carti moment. We built the anticipation and continued to create moments to keep fans captive and engaged throughout the rollout. I think this approach intrigued new fans as well.

How do you build on this momentum moving forward for Carti?

We’re going to continue to drive awareness to the project, build the songs with strategic moments and continue to engage the core fans. His music always resonates well live and brings his vision to life, so touring will be impactful. 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.

What moves the needle for an artist in 2025?

Beyond great music I would say authenticity, building a strong brand and finding a way to organically connect with your audience.