Cardi B’s sophomore album, Am I the Drama is set to be released on Friday. It’s been 7 years since the release of her debut album, Invasion of Privacy and any concerns over whether or not a long absence from music would have a negative impact on Cardi B’s second album promo cycle were quickly silenced as she capitalized on her courtroom virality to drop the most ingenious album promo cycle that proved that Cardi B isn’t just in touch with the culture, she IS the culture.
In a bold and frankly hilarious move, Cardi has added 3 Courtroom editions of Am I the Drama, whose covers feature the viral courtroom memes from Cardi’s recent trial where she was found not liable for assault in civil court. Most people would not take a court victory and turn it into a marketing opportunity but that’s the genius of Cardi B’s marketing cycle, seizing on opportunity while everyone everyone is still sending meme’s of Cardi’s reactions on the stand.
The marketing strategy didn’t just stop at amplifying one viral moment. In true Cardi style, she has proven why she is one of the savviest artists of our time, literally taking it to the streets to promote her album in a strategy that is without a doubt an ode to the New York hustle culture that raised her.
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Cardi B has appeared on 125th street, selling her album on the street, incense in hand as she promoted her upcoming album. Anyone who grew up in Harlem or the surrounding areas likely has vivid memories of walking the streets, browsing the offerings of streetside vendors who hustled hard to sell the products neatly displayed on their sheets.
It didn’t just stop there. Cardi has also appeared in the subways, walking through the car, promoting her upcoming album and asking riders to support her album and by extension, her family. Every single New York has experienced many subway rides that, if they didn’t turn into a sudden showtime, became a platform for an artist to sell their mixtape. Cardi B has literally taken it to the streets, bringing her wit, humor and personality (which has always been her biggest asset) to connect directly with her fans. It’s a bold and refreshing strategy that never feels like Cardi is poking fun at all of the struggling artists who are hustling hard to make their dreams a reality. If anything, it feels more like an homage to the city she grew up in and the hustle that is engrained in her as a New Yorker.
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New York City helped make Cardi the artist that she is. Which is why it’s fitting that she has returned home for this album promo cycle. This past weekend, Cardi B held a popup event at Cloud Deli in Washington Heights. The “Bodega Baddie” popup was announced on social media with less than 24 hours notice and saw thousands of fans lining the streets for the chance to see Cardi. While streaming herself at the pop-up event, Cardi B could be heard telling someone off-camera about her record label, Atlantic Records, saying “they underestimated” how many people would come.
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If there’s anything we’ve learned it’s to never underestimate Cardi B. She may be the drama, but she is also uniquely plugged into the culture, as her humor and authenticity clearly continue to resonate with fans in New York City and beyond.
Cardi B’s album, Am I the Drama? will be released on September 19th.
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