Tyler, the Creator has been one of hip-hop’s most creative voices in the last decade and the numbers finally reflect that. His latest album, Igor, hit the no. 1 spot on Billboard 200 chart, becoming his first record to do so.

What
makes Tyler’s success so impressive is the fact he had tough competition on the
charts. Experts didn’t really see this coming, since DJ Khaled also dropped his
star-studded album Father of Asahd on
May 17th.

His triumph also took people by surprise because Igor had an extremely short rollout. Instead of hyping his new record for months and dropping a couple of singles before its release, the rapper opted for a much more unconventional approach.

Ten days before his new album hit the shelves, Tyler, the Creator simply shared its title, release date, and cover art on social media. He explained his decision in an interview on Zane Lowes’ Beats 1 radio show and said he hates people who tease their new music for months.

This strategy obviously worked, since Igor became his first album to top the charts in the US.