30 Unconventional Marketing Methods Used By Hip-Hop Artists

We've all heard the age-old saying that any and all publicity is good publicity. Although such an idiom is relatively still up for debate, with some artists learning the hard way that bad publicity can, in fact, yield negative results, many can attest they would rather get people talking than not be talked about at all. After all, this is the age of social media, and marketing has become almost as much of a focal point as the actual art itself is, if not more.

With everyone competing for the same 15 minutes of fame, in the contemporary forms of landing a slot on a popular playlist, inspiring the next viral Internet challenge or tactfully keeping their fanbases on high alert for new merch or music, how one plays the PR game in the year 2017 is a vital component to garnering any lick of success.

While the act of the surprise album may be a true art form (just ask Beyoncé), knowing how to market and promote oneself on social media is less of a high-intensity obstacle course to navigate through and more so a necessary evil of being a recording artist these days. It's just an essential component that directly correlates to helping achieve collective end game goals, such as sold-out tours, success on streaming platforms, an engaged audience, rising merch sales and if all goes well, the opportunity to do it all over again, but on a larger scale.

Knowing how to navigate social media and create engaging content doesn't come off without some artists doing the most and others not doing enough. While some artists have successfully pulled off some wild publicity stunts, others have found success by adding their own twist on some tried-and-true marketing methods.

Take a look at the gallery above to see 30 noteworthy moments that further prove when it comes to flipping the marketing script, the creative possibilities are increasingly infinite.

Bryson Tiller

Artist: Bryson Tiller

Marketing move: For his sophomore album, True to Self, Bryson Tiller took a risk by releasing his project ahead of schedule. Originally slated for a June 23, 2017 release, the singer moved the album up a full month, relying on the buzz he created to carry the project up the charts.

Impact: The surprise drop method can be hit or miss. In Tiller's case, his preemptive marketing paid off, with the artist earning his first No. 1 album debut, selling 107,000 equivalent sales in its first week.

Chance The Rapper 

Marketing move: Chance has become a marketing don in recent years. He released his third solo album, Coloring Book, via an Apple exclusive, with the project being available for stream only on the platform for two weeks.

Impact: Such a move paid off in more ways than one, with Chance's album becoming the first-ever album to appear on the Billboard 200 chart due to streaming only. Chance also used guerrilla marketing tactics, such as urging fans to buy a set of three posters (for $20), post them up around their cities and document their support on social media. Additionally, the rapper's merch game has been one of his strongest suits marketing wise. From giving fans the option to customize merch items to creating a line dedicated to the Obama family to hosting various pop-up events, Chance the Rapper knows what he's doing.

Jay Z

Marketing move: Jay Z's storied career is full of smart marketing moves, but Hov definitely changed the game when he partnered with Samsung in 2013 to release Magna Carta...Holy Grail.

Impact: For this reported $20 million deal, fans were presented with the opportunity to download Jay Z's 12th solo studio album through a custom app available exclusively to Samsung Galaxy phone owners. While Jay Z boasted that the deal resulted in MCHG becoming platinum overnight, the Billboard chart department argued that the sales didn't count because a corporation bought the project, not fans. Either way, the move proved to be a lucrative one, with his Samsung-driven marketing helping garner 528,000 copies when the project did become available for sale three days after the deal first broke. On top of this marketing move working in Hov's favor, we also can't forget to mention that Jay Z once famously shared back in 2009 that when he's working on new music, he doesn't like to cut his hair. Now, whenever it looks like the music mogul is due for a visit to the barber, fans instantly speculate new music. Needless to say, Jay Z's got us--hook, line and sinker.

2 Chainz

Marketing move: Create a holiday merch line featuring a dabbing Santa. Yup, 2 Chainz did that.

Impact: 2 Chainz generated over $2M in the course of one month selling his take on the tradition of the ugly Christmas sweater. Such a move paid off financially, but also allowed the rapper to be generous with his philanthropy. 2 Chainz used some of his earning from the dabbing Santa merch to give back to charity, such as paying a disabled veteran's rent for an entire year. Needless to say, this move was a win, with the rapper going on to find more success through his e-commerce company, CEO Millionaires.

Run The Jewels

Marketing move: When the marketing is so good, people pay you to remix your own album using cat sounds.

Impact: Run The Jewels rarely makes a move that can't be considered smart marketing. From offering limited edition merch through their mailing list to surprising fans with a download code to their new album for Christmas, RTJ are setting a new precedent for marketing goals across the map. In fact, fans generated over $60,000 to get El-P and Killer Mike to remix RTJ2, creating a version hilariously known as Meow The Jewels, which replaced the instrumentals with cat sounds. Marketing 101: give the people what they want...

Prince

Marketing move: Purple Rain, the movie.

Impact: Artists such as T.I., YG, J. Cole, Drake, Kanye West, 50 Cent, ScHoolboy Q and more have all taken a visual cue from Prince, regardless of whether or not the inspiration to create a mini-movie or mini-doc was kept loosely. Accompanying one's music with a longer visual story is a trend that will continue to develop over time and as we are seeing more and more each day, such creative endeavors that combine subtle advertising and art are typically received well by fans.

Drake & Future

Marketing move: Create a global listening event for their collaborative effort, What a Time to Be Alive.

Impact: Turning a standard album release into a global listening event is not an easy thing to accomplish. However, when you're an artist of Drake or Future's stature, it becomes less far-fetched to create a new precedent for music premieres and doing so on a global scale. By premiering the project through Drake's OVO Radio and having copies made available following the live broadcast, both artists found instant success and captured the attention of their worldwide audience in a new way, a method that others, such as DJ Khaled, also are now experimenting with.

Kanye West

Marketing move: 'Ye arguably is one of hip-hop marketing's most seasoned professionals. By consistently mixing it up, West has mastered unconventional ways to promote his music and his brand, all while not straying too far from his authentic self as a creative wildcard. Look no further than the rollout of The Life of Pablo for proof.

Impact: In 2016, Kanye West officially turned marketing into live theatre. By releasing music and pulling it from streaming services just as quickly, saying he was unhappy with the masters, the album became so highly anticipated that fans were eagerly hanging onto 'Ye's every word and every tweet during this time. As West tweaked production, added vocals and circled back on whether or not the album would ever be available for sale, the music industry needed time to digest how equally haphazard and brilliant it all was. For fans carefully following West's career over the years, his rollout for TLOP wasn't too out of the ordinary--by 'Ye standards. From projecting the music video for "New Slaves" onto the sides of 66 buildings across the world in order to promote Yeezus to incorporating his new music in with his fashion line, West continues to play by his own rules and reap the benefits that come with being a veteran risk-taker.

Frank Ocean

Marketing move: Releasing back-to-back albums as a way to fulfill a contract and establish independent control.

Impact: Frank Ocean is a real G for this one. Last summer, Ocean released his visual album Endless via Def Jam as a way to fulfill his contract with the powerhouse label. Much to the surprise of fans, a day later, he released Blonde independently through his Boys Don't Cry label. Accompanying the releases with an obscure live stream, pop-up shops and his own magazine, Frank Ocean not only owned the summer, but he reclaimed his artistry and his business in an impressively strategic way.

De La Soul

Marketing move: Utilizing Kickstarter.

Impact: De La Soul didn't necessarily want to go this route, but after being left in a headlock by digital copyright laws and other sample clearance issues, the group was in desperate need of a surefire way to fund their new album. The Kickstarter was successfully funded and backed by fans, with the financial support making it possible for the iconic group to release their first album in over a decade. Hashtag blessed.

Wu-Tang Clan

Marketing move: Sell a one-of-one album.

Impact: While the Wu-Tang Clan is a marketing case study in and of itself, the strategic choice to record one physical copy of an elusive, never-before-heard album to the highest bidder (with several conditions, of course) further solidifies the group's legacy. 2015's Once Upon a Time in Shaolin became the most expensive musical work ever sold. Unfortunately, its owner, Martin Shkreli hasn't won over too many fans despite adding the reported $2M album to his esteemed collection.

DJ Khaled

Marketing move: Proposing to Nicki Minaj, using SnapChat, making his newborn son an executive producer.

Impact: DJ Khaled has been figuring out how to best utilize his Major Keys for over a decade now. While his use of SnapChat helped propel him to a new level of celebrity and influence, Khaled has had tricks up his sleeve for years, including proposing to Nicki Minaj on MTV in 2013 as a way to promote his album. Of course, working with his son, Asahd, has only improved his clout as well. As Minaj herself once said of Khaled, he is a "master at what he does."

50 Cent

Marketing move: Threatening to retire.

Impact: Back in 2007, 50 Cent promised to quit music if Kanye West had better first-week album sales. While 'Ye won that round, it can also be said that Fif didn't necessarily lose any points for marketing. Their publicized (and later, admittedly contrived) fuel got fans riled up to see who would be victorious. Even 50 himself applauded their beef-turned-publicity-stunt, later referring to the ploy as "great marketing." Over the years, 50 accrued all sorts of smart marketing wins, from his deal with Vitamin Water to dominating television as an executive.

Nas

Marketing move: Put it on a shirt and wear said shirt to the Grammy's.

Impact: Nas printed a shirt with the word "N****r" on the front, as a way to promote the then-title of his new record at the Grammy Awards in 2008. His wife at the time, Kelis, also joined in to promote the movement to reclaim the N-word, donning a jacket of her own. Nas firmly defended his controversial fashion statement and got everyone talking in the process. One of his many smart moves marketing-wise.

Snoop Dogg

Marketing move: Changing his name/aesthetic.

Impact: While handfuls of artists have benefitted from changing their names, even just by dropping the "Lil," Snoop learned firsthand that legends don't always have the same luck with significant career changes. In 2012, he changed his moniker to Snoop Lion and released a new reggae project, Reincarnated. While his loyal fanbase met the rebranding decision with both criticism and praise, at the end of the day, you can take the Dogg out of his moniker, but not out of the musician. Snoop has since returned to his original alias, but continues to be an innovator through his music, even recently announcing he has a Gospel album in the works.

Drake

Marketing move: Meme-worthy album covers.

Impact: Drake, being the marketing don that he is, knows how to cater toward meme culture. With the album art for 2016's VIEWS featuring him sitting atop Toronto's CN Tower, he practically was begging to have the album receive the meme treatment. Soon, the small image of Drake sitting at the edge of the building, was photoshopped onto a plethora of other cultural landmarks. Pretty much everything Drizzy touches turns into a meme, and this is definitely one of his strongest suits as a Millennial-savvy businessman and creative.

Logic

Marketing move: Marketing without a hit single.

Impact: Logic is a rare gem of an artist who not only has cultivated his own loyal audience from the ground up, but he knows how to keep them captivated. His cult-like following was in part made possible by his ability to cater to a digital audience, taking full advantage of streaming platforms and releasing a series of mixtapes. Many fans have noted how they like Logic for his personality and for his story/message, something that is amplified through his music.

Donald Glover & Migos

Marketing move: The power of a celebrity co-sign.

Impact: Donald Glover's now-legendary shout out to Migos during his Golden Globe acceptance speech helped rocket the group to a new level of fame. Prior to Glover's televised co-sign, the group was struggling to land late night show appearances and more. Needless to say, Migos has the opposite problem.

Lin Manuel-Miranda

Marketing move: Release a mixtape.

Impact: While this method for marketing is one that is par for the course for modern day musicians, Lin Manuel-Miranda succeeded by building anticipation over the course of seven years for the accompanying soundtrack to his beyond-hit musical, Hamilton. The cultural phenomenon is not only a must-see, but is something that is hard not to support. His genuine desire to connect fans of history and rap is by far his biggest not-so-secret weapon and has resulted in a dream collaborators list for the mixtape, among other impressive marketing accolades (such as Hamilton-themed SoulCycle classes and branded cocktails, the list goes on).

TLC

Marketing Move: Have your fans name your album.

Impact: TLC's final album is being made possible due to Kickstarter. As one of the perks of the crowdfunding site, T-Boz and Chilli decided to let fans name their project. Considering their supporters raised over $430,000 to fund the album, letting fans in on the creative process is definitely a smart (and appreciated) move.

Soulja Boy

Marketing move: The original viral Internet challenge creator.

Impact: Soulja's "Crank Dat" song has gone down in history as one of the first to be received with a viral response. The instructional dance video that accompanied the song has since amassed over 201 million views and inspired fans to record and share their own takes at Soulja's signature moves. While we have since seen an onslaught of similar interactive marketing schemes, particularly in the last year alone, one has to admit, a then-16-year-old Soulja Boy was wise beyond his years.

The Weeknd

Marketing move: Delete your Instagram archive.

Impact: The Weeknd was one of the first to use Instagram to signify a new branding chapter. Prior to the release of his critically acclaimed Starboy record, The Weeknd wiped his social media page clean and slowly began introducing new images, as well as debut his new look. A handful of artists have since borrowed from The Weeknd's branding handbook, with artists such as Future, Kendrick Lamar, Young Thug, French Montana and more all following suit. Instagram is definitely an integral part of building a buzz and sometimes it's as easy as starting over on the platform.

Troy Ave

Marketing move: Leak your own sex tape. (Or, don't.)

Impact: This one didn't necessarily go over as well as Troy Ave may have hoped originally, but it definitely got people talking. The rapper was reportedly an alleged victim of extortion, with an anonymous source threatening to release the sex tape footage unless Troy paid up. Curiously enough, some of the explicit scenes have since been censored and edited into the official music video for his song, appropriately titled "Sex Tape." He claimed, "if Life gives u lemons make lemonade w/ patrõn," which is definitely one way to flip a situation.

Rae Sremmurd

Marketing move: Soundtrack a viral Internet trend.

Impact: Rae Sremmurd's Gucci Mane-featured track "Black Beatles" received viral exposure, going on to soundtrack the #MannequinChallenge trend, where fans freeze as the song plays. As a result, the track became Rae Sremmurd and Gucci Mane's first No. 1 single on the Billboard Hot 100 and has since been certified 5x platinum.

Odd Future

Marketing move: Hone your craft from a variety of angles.

Impact: While Odd Future has long been hailed as pioneers of a DIY aesthetic in regard to releasing and promoting music, their ability to feed their legion of fans from a variety of creative angles has changed the hip-hop game. From their sketch comedy show to their streetwear label to their free online radio station, Odd Future changed the game of marketing as it once was known.

Beyoncé

Marketing move: Did somebody say surprise album?

Impact: Although Beyoncé is no stranger to being hailed as a marketing genius, her ability to surprise fans with her work always appears to arrive at an opportune time, with 2016 proving to be her most commercially successful year yet. While the surprise release of her highly anticipated visual album, Lemonade, was utterly brilliant, fans can't help but touch on how the album hinting at Jay Z's infidelity is setting him up beautifully for a response--i.e. more sales. With all eyes locked on the power couple at all times, it's safe to say that there's many lessons we can learn from their empire-building moves.

Freeway

Marketing move: Releasing a song a day.

Impact: Back in 2008, Freeway embarked on a journey known as the Month of Madness. During this time, he released 32 songs for free in an attempt to build back up the buzz around his name in time for his release of his third album, Philadelphia Freeway 2. Although he was met with mixed results, the ambitious quest was an admirable one, reminding fans of just how many bars the talented emcee has.

Lil B

Marketing move: Create a new lane for Internet promotion.

Impact: Lil B was one of the first artists to establish themselves so prominently n a digital space. Releasing music online at the pace that he did propelled him to being known as the God of Internet Rap, going on to release over 50 albums/mixtapes throughout the first decade of his career. At 27, Lil B has an impressive list of accomplishments under his belt, all while raising the bar in regard to mastering digital distribution and utilizing social media platforms so wisely in the age of information (a topic he has often touched upon in his music).

Eminem

Marketing move: Make a fool of yourself.

Impact: Eminem and Sacha Baron Cohen's character, Brüno, pulled off quite the spontaneous publicity stunt at the 2014 MTV Movie Awards. For a short recap, Brüno descended from the ceiling wearing a thong and landed in Eminem's lap, with his crotch colliding with Em's face. Needless to say, the stunt was talked about for weeks, reminding us that sometimes making a fool of yourself can be good publicity after all.

Kasper Knight

Marketing move: Shooting himself in the face.

Impact: Don't be this guy. While this aspiring rapper did go viral, he is a perfect example of what can happen when you seek out press for the wrong reasons. His act of shooting himself in the face did score him headlines, but the attention wasn't positive by any means... bringing us full circle that just because we are living in a time of Internet fame and virality, certain dramatic acts can definitely backfire (and gross eve