CALL ME IF YOU GET LOST

MusicDigital Marketing
Written By Touré Shiver

TYLER, THE CREATOR’S CLASSIC RAP ALBUM

Tyler, The Creator, is no stranger to pushing boundaries. In 2019, he released IGOR, a genre-blending album that shifted from his prior, hard-edge rap style to an emotive and sonically experimental soundscape. Despite the risk of changing course, IGOR was praised by critics and fans, reaching number 1 on the Billboard 200. Coming off of the album's success, Tyler desired to return to his rap roots, which led to his 2021 album Call Me If You Get Lost.

To kick off the Call Me If You Get Lost rollout, we unveiled a 1-800 number that fans could call to hear previews of new music. This interactive move spurred intrigue and excitement amongst his base. Simultaneously, Tyler released multiple content pieces and videos related to the album, maintaining a steady stream of engagement leading up to the album's release. Additionally, we launched a passport generator that allowed fans to create their own personalized CMIYGL passports. This innovative approach allowed him to generate multiple viral moments and secure a number 1 debut on the Billboard 200.

The crowning moment came when Tyler won Best Rap Album at the 2022 Grammy Awards. 

CLICK TO MAKE YOUR OWN CMIYGL PASSPORT

Tyler, The Creator's Call Me If You Get Lost is a masterclass of artistry, ingenuity, and the power of staying true to one's artistic vision. Its success solidified Tyler's place among the greats of rap music and demonstrated that innovative marketing and audience engagement could propel an album's impact.

LISTEN & DOWNLOAD ‘CALL ME IF YOU GET LOST’ OUT NOW
Touré Shiver

TOURÉ SHIVER is a music executive, marketer, and creative strategist whose work spans some of the most influential names in music and entertainment.

He currently serves as Vice President of Marketing Strategy at Republic Records, following six years leading digital marketing campaigns at Columbia Records. Throughout his career, Touré has helped shape the digital footprint of some of music’s most exciting artists, including Tyler, The Creator, Central Cee, Chloe x Halle, Leon Bridges, Polo G, and Pharrell Williams. His contributions have earned recognition across the music business, including a spot on Billboard’s Hip-Hop/R&B Power Players list.

With roots in business and the arts, Touré earned a marketing degree from North Carolina A&T State University and a master’s in media management from The New School. He also studied photography in Florence, Italy. An early chapter that continues to shape his eye for detail and creative instinct. Known for blending strategy with creativity, he’s built a reputation as a thoughtful, trusted voice for artists navigating today’s ever-changing creative landscape.

http://www.tourexali.com
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