On this thread, he posted anonymously, “What’s the name of the song that goes ‘take my horse to the old town road’,” leading Reddit users to search for the song, rack up Google keyword searches and listen to the track. He went on Reddit, found a thread where users can post song lyrics they’ve heard but don’t know what title track they belong to, and other users will help track down the song. One of the most genius things Lil Nas X has ever done, in my opinion, is partially how “Old Town Road” gained traction in the first place. This is just one of the out-of-the-ordinary marketing tactics that boosted anticipation and wonder around his album, and him as an artist. Seeing a gay man who's pregnant go viral on your Twitter timeline is surely enough to make you stop for a second and have him in your mind, at the very least. He put on a fake pregnancy suit and had a maternity photoshoot for the announcement of his upcoming birth of “ MONTERO.” Surprise, he’s pregnant! His baby being an album, of course. In anticipation of the release of his album, Lil Nas X had some big news.
With this marketing moment, he's catering to his fans who understand the joke, but also capturing the attention of people outside of his normal audience, who may fall into his trap.
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Instead, it brings you to his website to download the album and watch his music videos. Why? Due to the billboards he bought and created to grab attention.Īs seen on his Instagram, the billboards picture the artist dressed as a lawyer with phrases such as “Do you hate Lil Nas X? You may be entitled to financial compensation,” “Do you miss the real America? Visit to see how we can take our country back!” and, my personal favorite, “Gay? You may be entitled to financial compensation.”Įach sign has the URL to, which will not, in fact, give you financial compensation for any of the above concerns. Lil Nas X released his debut album “ MONTERO” last week, and regardless of whether you've listened to the album, I’m sure you heard about it. Here are five of his best marketing moments that made him the pop culture icon he is today: Whether you like his music or not, you have to respect the empire he has strategically placed himself at the top of through his promotional tactics. Since his breakout hit “ Old Town Road” went viral in 2019, the 22-year-old rapper showed the music industry how a viral TikTok sound can rapidly evolve into a massive cultural moment, spending 19 weeks at the top of Billboard’s Hot 100.īut all of Lil Nas X’s success is no accident: He creates and executes next-level marketing strategies that contribute to his success. There’s no denying that Lil Nas X is the best marketer in the game.