Vithanage Erandi Kawshalya Madhushani, Jade Times Staff
V.E.K. Madhushani is a Jadetimes news reporter covering Entertainment.
Tyler, The Creator Tops UK Charts with Surprise Monday Release
Tyler, The Creator has achieved his first UK number one album with Chromakopia, despite launching it in the middle of the week. The rapper’s eighth studio album debuted at 6:00 AM EST on a Monday, only four days before the Official Charts’ tracking week ended. While most major-label artists release new projects on Fridays to maximize weekly streams and sales, Tyler’s midweek release strategy paid off, earning him a UK chart-topping debut.
This unorthodox approach reflects Tyler’s belief that weekday releases allow for deeper listening experiences. "If you put it out during the week, that commute to work, or that commute to school... you really have that hour, 30 minutes to really dive in," he told Canadian music journalist Nardwuar last year. By contrast, he suggested, weekend listening tends to be more casual or social, with music often serving as background noise.
While the global music industry shifted to “New Music Fridays” in 2015 to align releases across 45 countries, Tyler has voiced skepticism of the weekend release strategy, noting that music competes with other entertainment, including Friday film releases.
A Unique Release Strategy
Music chart analyst Chris Molanphy agrees with Tyler’s take, saying, "I never loved that [Friday release] date," as music then competes with weekend movie launches. Despite streaming’s dominance, album sales still play a significant role in chart success due to their heavier weighting, and Chromakopia’s physical releases including vinyl editions with unique cover art bolstered its chart position.
With multiple vinyl options and exclusive merchandise bundles on his website, Tyler has leveraged his branding and design skills to attract fans. According to recent research, about 50% of vinyl buyers don’t own a record player, meaning cover art is a key draw for physical sales. Tyler’s eye for design was evident in his 2019 album Igor, whose striking cover helped it stay on the Billboard vinyl chart for 160 weeks.
Mixed Reactions from the Industry
While Tyler’s strategy succeeded, some industry professionals were skeptical. Music business journalist Eamonn Forde called the Monday release a “marketing gimmick” and cautioned that every minute counts in a chart week. “The point of streaming is to build momentum, and with Tyler releasing midweek, other artists could see diminishing returns if they attempt the same approach.”
Nonetheless, Tyler’s chart victory shows how unconventional release tactics can be effective, particularly within hip-hop, a genre known for testing new sales methods. Molanphy notes that “it’s possible this model will inspire other artists, but not everyone can pull it off like Tyler.”
In this week’s UK singles chart, Gigi Perez’s Sailor Song claimed the number one spot, ending Sabrina Carpenter’s nine week reign with Taste.
As Chromakopia heads toward a potential US chart topping debut, it could become Tyler’s third number one album stateside. His success illustrates the growing flexibility in release strategies, and for Tyler, The Creator, that strategy has paid off.
