A$AP Rocky has been one of the more celebrated names in pop culture over the past 15 years, ever since his debut mixtape, Live.Love.ASAP, launched him onto the scene in 2011. But lately, he’s been known more for his fashion and film forays than for his music. It’s been eight years since the release of Rocky’s last album, 2018’s Testing, which debuted at No. 4 on the Billboard 200, marking his third straight release in the top five of the tally. But this week, he burst back onto the charts.
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Rocky’s fourth album, Don’t Be Dumb, has been highly anticipated since he first started teasing it in recent months. And upon its release, fans flocked to it, leading to its No. 1 debut on the Billboard 200 this week — becoming his third No. 1 album — on the strength of 123,000 equivalent album units. And that success helps Roc Nation Distribution general manager Liberty Lucken earn the title of Billboard’s Executive of the Week.
Here, Lucken discusses the Rocky album rollout, which included a Tim Burton-designed album cover and a number of fashion tie-ins, and what it means for Roc Nation — which also has an album of the year Grammy nomination this year with Clipse’s Let God Sort Em Out — moving forward. “With the invaluable guidance and vision from [Roc Nation Distribution president] Krystian Santini, we are going to have an incredible year of new and seasoned independent artists,” Lucken says. Stay tuned.”
This week, A$AP Rocky’s first album in eight years, Don’t Be Dumb, debuted at No. 1 on the Billboard 200 with 123,000 equivalent album units. What key decision(s) did you make to help make that happen?
Given Rocky’s creative elements with Tim Burton on design, we leaned in on collectability on the physical side. Vinyl was a must. We engaged marketing partnerships that were organic to Rocky’s values. They supported him with unique ideas on and off platform, outside of music focusing on art cover exclusives. Each partner we approached, physical and digital, brought a unique experience to their consumer base for Rocky’s fans to engage with.
This is Rocky’s first album in nearly a decade. How did you want to roll it out to reintroduce him, to some degree, to his music fans?
Rocky’s vision for this project has been audibly and visually stimulating to the very last detail. His ongoing engagements with fashion and film tie into the music, art and visuals, whether it was an online experience or his pop-up in NYC at the Drophouse.
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What was the marketing plan behind the album, and how did you execute it?
Behind any great marketing plan is the artist and a whole team of collaborators to execute. Communication day and night with Rocky, Jay Brown, Lindsey Oh and the entire team was necessary to ensure we didn’t miss a moment. Every team member left no idea unsaid or discussed. We had to institute nimble, real-time delivery from A&R to manufacturing partners, D2C and retail. I’m grateful for all of our partner support.
At the same time, Lil Uzi Vert’s “What You Saying” has hit No. 1 on Billboard‘s Hot Rap Songs chart and No. 12 on the Billboard Hot 100. What has gone into that project as well?
Uzi has an undeniable hit. It is currently crossing over multiple genres. We’re charting globally across all partners ahead of pop superstars. The team has worked tirelessly to amplify the sound, socially leaning in on organic trends that are true to Uzi in fashion, and most recently, college football.
How do you keep pushing both projects moving forward?
Being relentless. We don’t focus on just first week. With so much music everyday, we dig into the analytics of fan opportunity. You’ll see continued content, formats and new partners to support the days ahead.
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