What brands can learn from Tyler the Creator and Chromakopia
Chromakopia (2024), Tyler the Creator's eighth studio album release.
https://www.chromakopia.com/#home
TL;DR
A fun-sized summary of this article
Tyler The Creator’s newest release, Chromakopia has something to say about Gen Z marketing - namely, that your brand is doing it all wrong.
Chromakopia’s debut at number speaks to unconventional rollouts capturing attention right now, and the chaotic authenticity at the heart of their strategy.
Brands can learn from this by creating storytelling-driven campaigns that focus on making Gen Z feel part of something bigger rather than mere consumers to peddle product to.
Tyler the Creator dropped an album at 6 AM on a Monday—yes, 6 AM on a Monday. Which, honestly, is very on-brand. A banger dropped at the ass-crack of dawn, Chromakopia debuted at number one on the Billboard 200; about 85,665,784 people streamed it day-of.
These are undoubtedly impressive numbers, but Tyler is not exactly a stranger to massive debuts; he’s always had a strong foothold with Gen Z listeners, and this album rollout embodied everything our generation wants from campaigns in 2024: authenticity, accessibility, and a little bit chaos.
…Okay, maybe *a lot* of chaos.
The social context
Millennials may have officially kicked off the era of the influencer, but Gen Z triggered its demise in favor of the creator. Now, these terms may seem interchangeable, but their audiences, content, and engagement vary wildly. Namely, the key difference is a pivoting focus on innovation rather than curation.
Tyler, with his unpredictable drops, shock-value stunts, and general unapologetic attitude, represents everything that Gen Z finds compelling about this shift. He balances this IDGAF approach with a level of care for his fans - and does it all on his own terms.
Tyler the Creator and Gen Z
Tyler the Creator is one of those generational talents that bud at justttt the perfect junction of adolescence and young adulthood, marking every teenage and twenty-something milestone. At least, that’s how it’s been so far with Gen Z, many of whom have been listening to Tyler’s music since high school.
Not only did we grow up with the music - we also grew up with the man. He’s written the soundtrack to our coming of age in long form, and captured those moments in time; his albums, each with their own aesthetic and sound, are intertwined with the subcultures and ever-evolving identities that have come to define Gen Z over the years.
But it’s more than just the music - Tyler’s enduring influence has just as much to do with the incredibly authentic way he engages with the fans (even if he doesn't always get it right) and the space he makes for us to connect with each other.
The campaign
Tyler’s album rollouts are always kind of wild. Now, this is, in part, because he himself is just ‘kind of wild’ - but it’s also strategically inspired thinking. An immersive approach, Tyler usually uses his rollout campaigns as an extension of the project itself; thus, Chromakopia was teased through cryptic posters, art installations, and pop-up shops that felt like scavenger hunts.
These moments felt as much about Tyler's identity as they were about bringing the album to life in public spaces. Beyond just connecting with fans, he was able to bring them into his world while making them feel like they belonged there. It was simultaneously communal and intimate.
What brands can take away
Brands that want to engage with Gen Z need to rethink how they interact with us. Gen Z wants storytelling. Tyler didn’t create a product to sell us his music - he made an experience for us to step into. It ultimately serves our desire to feel like we’re part of something large - something we can engage with on our terms.
Tyler’s album rollout, along with scoring millions of release-day streams, demonstrated how to engage a generation that values authenticity, accessibility, and experience over traditional advertising. He’s a part of a new wave of influence - messy, imperfect, but undeniably real. And in that weird little space he’s carved out in the culture, we all have a place.