CALL ME IF YOU GET LOST

TYLER, THE CREATOR’S CLASSIC RAP ALBUM

Tyler, The Creator, the multi-faceted creative, is no stranger to pushing boundaries. In 2019, he released IGOR, a genre-blending album that shifted from his prior, hard-edge rap style to an emotive and sonically experimental soundscape. Despite the risk of changing course, IGOR was met with resounding praise from critics and fans, reaching number 1 on the Billboard 200. Coming off of the album's success, Tyler desired to return to his rap roots, which led to his 2021 album Call Me If You Get Lost.

The Call Me If You Get Lost marketing rollout was as unique as Tyler himself. He unveiled a 1-800 number that fans could call to hear previews of new music—an interactive move that spurred intrigue and excitement amongst his base. Simultaneously, Tyler released multiple content pieces and videos related to the album, maintaining a steady stream of engagement leading up to the album's release. Additionally, he launched a passport generator that allowed fans to create their own personalized CMIYGL passports. This innovative approach allowed him to generate multiple viral moments and secure a number 1 debut on the Billboard 200.

The crowning moment came when Tyler won Best Rap Album at the 2022 Grammy Awards. 

Tyler, The Creator's Call Me If You Get Lost is a masterclass of artistry, ingenuity, and the power of staying true to one's artistic vision. Its success solidified Tyler's place among the greats of rap music and demonstrated that innovative marketing and audience engagement could propel an album's impact. In the process, Tyler proved that the path to creating a classic rap album is paved with bold choices, fierce determination, and a relentless pursuit of one's artistic identity.