Ever since the spring of 2023, when Tyler, The Creator released the deluxe version of “Call Me If You Get Lost,” fans have been eagerly waiting for him to release new music. Unfortunately, as more time passed, hopes for a new project began to fade. On Oct. 16, as all hope seemed to have been lost, Tyler, The Creator surprised the public and released a brand new music video, St. Chroma. In the video, Tyler shows a side of him we have not seen before. The video is set in a desert, shot in black and white, and Tyler is dressed in a military uniform, a mask, and is sporting a brand new hairstyle. Unlike Tyler’s past alter egos, it appears as though he is taking a darker and creepier approach to his music. Just one short day later, he announced that he will be dropping a new album on Oct. 28th called, “Chromokopia.”
If there was one word to describe “Chromokopia,” many would say “unique.” Tyler, The Creator breaks tradition as well as expectations in the music (primarily Hip-Hop) industry. For example, Tyler, The Creator dropped “Chromokopia” on a Monday rather than Friday, when albums are traditionally released. In fact, about a year ago, he hinted that he was releasing his next album on a weekday.
In an interview with famous music industry reporter, Nardwuar, Tyler says, “I think we should put music out again on Tuesdays, instead of Fridays.” He explains that, “People on the weekend, they want to chill and hang out, so they’re not really listening. But I think if you put it out during the week—man, that commute to work or that commute to school, just whatever that is, you really have that hour or 30 minutes to really dive and really listen. Because, you know, once that’s over, you gotta get to work. I think, when that time is shorter—kind of like with procrastination—you get more done, even with listening.”
Another unique aspect of “Chromokopokia” is Tyler’s vulnerability throughout the album. Unlike his last album, “Call Me If You Get Lost” which was light, energetic, and felt like a European vacation, fans get to see a darker, more emotional side of Tyler. In the song ‘Like Him’, Tyler talks about family issues and about his absent father during his childhood. In another track, ‘Darling, I’, he talks about how he is unable to commit to long-term relationships.
There were so many amazing aspects to “Chromokopia,” but arguably the most special part was the marketing strategy. Even before the album was released, it felt as though there was already a story developing. Tyler, The Creator released three music videos, a video announcing his “Chromokopia” World Tour, and even a video announcing the vinyl all before the album was even released! This was a creative way to generate excitement and mystery around the album. The most creative way that he promoted this album was that there were shipping containers painted a vibrant neon green with the “Chromokopia” logo printed large across the side traveling across America. These containers would strategically stop in hot spots like Los Angeles, Phoenix, Philadelphia, Houston, and more. There was even an official “Chromokopia” website created where fans can see where the shipping containers have stopped and where they currently are.
After several weeks out on streaming services, many would consider “Chromokopia” a smashing success! In the first week, “Chromokopia” had 299,500 equivalent album units, which was the most out of any hip-hop album this year to date.
There were some Berkley High School students that had mixed feelings about this album, as it is a very different approach, but overall they were mostly positive. Freshman Jonah Sterling said, “I thought that it was good, but not the best of his albums. I thought that “Sticky” was a really good song, and I think that he has created his own genre of music and this album makes it clear.” Freshman Emily Darrah explains,“I would give it a 6.5 out of 10. My favorite songs are ‘Darling I’ and ‘Judge Judy’.” Freshman Jack Lister states, “‘Chromokopia’ is a very good album and has really shown how Tyler has grown as an artist by having four outstanding albums in a row. This album proves how amazing of an artist Tyler, The Creator is.”
Most would agree that “Chromokopia” is once again an impressive project by Tyler, The Creator, like famous music critic Anthony Fantano who gave Chromokopia an 8/10. We are able to see a more vulnerable side of him while still getting amazing music. With each album, he ups his game with creativity, marketing, and music quality. We hope to have more remarkable music from him moving forward for years to come.
