BigXthaPlug Announces “BETTER OVER TIME” With Unique Album Marketing Strategy
Originally published by AllHipHop Read the original
BigXthaPlug is turning his new album rollout into a nationwide scavenger hunt, and the internet’s already obsessed.
His fourth studio album BETTER OVER TIME drops October 30th, but he’s not waiting around to build hype.
Instead, billboards featuring each featured artist’s face started popping up organically across seven major cities, each one placed in the artist’s hometown.
It’s marketing genius disguised as street art.
The strategy works because it creates mystery before the reveal.
Fans in Atlanta spotted Lil Yachty’s face on a billboard, Memphis saw GloRilla, Los Angeles got two drops with Ava Max and Leon Thomas, Miami had Loe Shimmy, Dallas featured Ro$ama, Philadelphia showed Fridayy, and Detroit got BabyFace Ray.
Nobody knew what it meant at first.
Then BigX confirmed the full lineup on Instagram, and the conversation shifted from “what is this?” to “this is actually fire.”
Belly Gang Kushington leads the project with the single “LITE,” a track that hits different with its energy and production.
BigX directed the music video alongside his longtime collaborator Jerry Morka, keeping creative control tight.
The release connects back to his previous album I Hope You’re Happy, which debuted at number seven on the Billboard 200 and pulled double duty as both the number two country and number two rap album.
BigX has already proven he can deliver standout performances at major festivals, and with over 10.7 billion global streams under his belt, he’s not just another rapper trying to stay relevant. He’s an artist who understands how to control his narrative.