Drake’s new album, If You’re Reading This It’s Too Late, is another example of a popular artist not needing the traditional promotional run leading up to a release for it to be successful.

The album dropped on iTunes Thursday night, February 12, with no prior announcement. Billboard is projecting it will sell 400,000 copies by Sunday night to land at number one on the Billboard 200 chart.

Beyonce pulled a similar feat when her self titled 2013 album sold 828,773 copies worldwide in its first three days of availability, with no prior promotion.

If You’re Reading This will be Drake’s fourth album to debut at the top of the charts in as many releases.

he project was released via Young Money/Cash Money/Republic Records, which is interesting given the fact that Birdman has not green lit Lil Wayne’s Tha Caster V album because he says there’s more work to be done behind the scenes.

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