Lil Nas X and the Greatest Album Rollout...Ever?
I ain’t lost since I began, yuh.
by MICHAELA VARVIS ★ SEPTEMBER 22, 2021
Lil Nas X was a household name and global superstar WAYY before the release of his debut album, MONTERO, on September 17. His songs “Old Town Road,” “Panini,” and “Rodeo” definitely put him on the map, but the best was still yet to come for this 22-year-old phenom. His album MONTERO garnered 2 billion combined streams on YouTube and Spotify on September 15, before its release, and the album features some of music’s hottest artists such as Elton John, Miley Cyrus, Doja Cat, and Megan Thee Stallion. He also makes headlines every other week, whether it’s from his Nike shoes with human blood, pregnancy announcement, twerking on Satan, or pretty much any other absurd story you can think of. In other words, Lil Nas X is WILD, but in the best way. Now, he has finally released his first album, MONTERO, and he did it in true Lil Nas X style... by being extra as hell.
Credit: Revolt TV
The first single he dropped off MONTERO was MONTERO (Call Me By Your Name), and the music video caused quite a *stir.* The video features Lil Nas X giving Satan a lap dance and sliding down a stripper pole to Hell. Naturally, religious conservative figures were not afraid to voice their disapproval and tell Lil Nas X that he was going to Hell for real. In true Lil Nas X fashion, he clapped back at the haters on Twitter and used the controversy in his favor to further promote the song. All publicity is good publicity, right?
Prior to the drop of his song INDUSTRY BABY feat. Jack Harlow (our very own Juice Jam headliner), he created a prelude video where a courtroom case is being judged. In the video, Lil Nas X plays every part including the judge, a jury member, a lawyer, the defendant, and himself as the client. The courtroom case made fun of the Nike blood shoe controversy and showed the judge sentencing him to five years in Montero State Prison, which is where the INDUSTRY BABY music video takes place. He also started the hashtag #freelilnasx on Twitter for his fans to hype up the video release. Since his music video was prison-themed, he started a fundraiser for the Bail Project which is a nonprofit organization combating mass incarceration.
Credit: Celebrity Land
On September 2, Lil Nas X announced he was pregnant and his “little bundle of joy ‘MONTERO’ is due September 17, 2021.” He took a typical pregnancy photoshoot, tweeted pictures of the ultrasound, and posted a link to the website welcometomontero.com. He really committed to the bit by taking ridiculous announcement photos, tweeting about his contractions, and having a baby shower. Literally, NO ONE is doing it like Lil Nas X.
When most people thought he would be done marketing his album since there were only 24 hours before it was released, he showed everyone he still was not done: he created the Montero Show, which spoofed corny daytime talk shows. It premiered on September 16 on YouTube where he once again played all the parts–the host, the guest, and a rowdy audience member. To keep the pregnancy theme alive, he set up a “baby registry” which gave the opportunity for people to donate to some of his favorite charities, each one corresponding to a song on the album. This initiative raised tens of thousands for these charities on its debut day. He also had giant billboards constructed in cities that said things like “Do you hate Lil Nas X? You may be entitled to financial compensation!” or “Gay? You may be entitled to financial compensation!” His inner troll was hard at work for this one.
Credit: The Drum
Lil Nas X is one of the best and most creative minds in the music industry right now and it is very clear why. Not only is he one of the funniest people on Twitter, loving to poke fun at himself, but he also makes incredible music and inspires queer youth to be themselves no matter what anyone else says. We have absolutely no choice but to stan. GO STREAM MONTERO!!!!
Cover Photo Credit: Billboard.com