1/17/2024 0 Comments Genius drake hype![]() To add to this, there are indications that Ocean has been playing with us all along. Needless to say, now that artists lives are the subject of intense online scrutinisation, the power of mystery is more powerful than it ever has been. ![]() With no personally-managed social media channels to speak of except Tumblr (he deleted them all back in 2013 alongside a soul-bearing open letter) he has cleverly crafted himself into one of the most intriguing artists around, and his lack of communication (and lack of album) is an extra, heady dose of mystery. Whether it’s intentional or not, Ocean’s very loud silence could be considered a hugely genius move. Even Adele, who herself went awol for three years, recently commented, “I’m just fucking waiting for Frank fucking Ocean to come out with his album… It’s taking so fucking long.” Ocean’s disappearing act has given the upcoming release an almost mythic gravitas, with the palpable desperation quickly becoming a running joke. The huge, gaping silence that is left in the place of Ocean has created a hype that’s arguably even stronger than that of Rihanna and Kanye, both of whom have albums peeking around the corner. And, bizarrely, nobody seems to have seen or heard a single word from the R&B star since that first post.Īlthough rather than forget about it or wait patiently, the thirst for Boys Don’t Cry (is it even called that?) has reached new, frenzied levels. However, as I’m sure you’re very aware, it’s now November and there is still no sign of Ocean’s third album. Would there be a song as straight-to-the-heart beautiful as “ Bad Religion” or as game-changing as “ Swim Good”? Would the themes be as conceptually important as his previous two albums? And what the hell would we find in a Frank Ocean magazine? We managed to dig up every single internet clue we could find about the imminent release, safe in the knowledge that Boys Don’t Cry would drop in July, and then we would all find out. ![]() I got twoooo versions” and the hashtags “#ISSUE1 #ALBUM3 #JULY2015 #BOYSDONTCRY”, making his follow-up to critically-acclaimed Channel Orange even more hotly anticipated than it already was.Īs with any important album announcement, it raised a bucketful of questions. He had uploaded a picture of himself onto his website next to a stack of magazines and albums alongside the words: “I got two versions. When Frank Ocean burned a hole in the Internet back in April with the declaration that his third album would arrive in July, we all lost our shit.
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