What Did Frank Ocean Do Differently in Promoting 'Boys Don't Cry'?

At the time of writing this article, we here, like many of you are scouring the far off recesses of the World Wide Web on the hunt for Boys Don’t Cry. Tagged to be Frank Ocean’s followup studio album to his critically acclaimed Channel Orange release, speculations run rampant in regards to its impending drop. It’s now been four years since we’ve heard a full body of work from the New Orleans crooner and officially over a year since first announcing the sophomore followup. 

Suspense levels rose to feverish highs on the morning of August 1 as a rather cryptic video surfaced via boysdontcry.co. In the CCTV-like setup, a fixated camera view showed what looked to be an empty warehouse with a line of industrial machinery laid out to one side and a wall of speakers stacked on the other — known now to be the work of noted artist Tom Sachs. Later entering the mysterious backdrop was Mr. Ocean himself as frames of him drilling and sawing planks of wood looped in a roundabout rotation. A frenzied firestorm of speculative chitchat quickly ensued as was caused by the Apple Music logo anchored in the top right corner of the screen — a playful wink to signify some sort of groundbreaking announcement was soon to follow, or so we all thought. In line with what most had concluded, The New York Times released a story reporting that the long-awaited album was nearing delivery, to be offered exclusively by, you guessed it, Apple. However, with the album release still imminent, we continue to wait with bated breath. Adding to the hysteria of this Boys Don’t Cry phenomena is the corroboration that art, in the absence of hype, proves just as powerful, if not more so than the full-scale circus of an on-point promotional plan.

Given the current economics of the music industry, with hordes of consumers still opting to pirate over purchase, artists more and more over the years have reached all new extremes in the expressive art form of self promotions. Whether broadcasting live on stage, divulging dates in a radio interview, a steady stream of teasing tweets, or cryptic images via Instagram, musicians nowadays have a full arsenal of strategies to employ at any given moment. Drake, for instance, first made mention of a new album in the summer of 2014, shortly after wrapping his tour in support of Nothing Was the Same. Since then, Drizzy has dropped countless subliminals in such tracks as “0 to 100 / The Catch Up” and “Back to Back” in addition to titled songs “6 God,” “6 Man” and “You & the 6” — in a sense offering strategic finger pointing to the heavily-hyped VIEWS album. Ensuring a strong close to 2015, a timely “The 6 is Watching” billboard rises up in his hometown of Toronto, not to mention declaring Views From the 6 would launch “very soon” while performing at a NYE party in Miami. Aside from a pair of noted mixtapes and a social media blitz swathed with ambiguous messaging, Drake did well to keep the airwaves active — keeping his relevancy soaring at an all-time high.

Virtual band Gorillaz has also been known to dabble with creative self advertising in preparing for upcoming projects. Now at the six-year mark since their last official studio release, Damon Albarn and Jamie Hewlett have taken turns toying with the media exposing tidbits here and there while fans sit at the edge of their seats. While Hewlett has blurted out potential release dates and shared directional details of the band’s new artwork, Damon on the other hand has admitted to speeding up the sound wanting to create a sonically upbeat project. With this to chew on, the clever duo have left a lasting mark with its fanbase — revealing just enough to leave them wanting more. And then we have the smoke-and-mirrors show better known as MF DOOM. A rather peculiar figure, known to hide behind the confines of a metal superhero-esque mask, the rapper has been called out for pulling trickery at live events while presumably on the clock in support of new works. While not all appreciate an impersonating covert sent in to lip-sync his tracks while he is off gallivanting doing who know’s what, the facts remain. We’re writing about him, dissecting the strategies that he has leveraged in pointing the attention arrow back his way. Who can possibly forget Kanye packing MSG to unveil his Yeezy Season 3 line while hosting a massive listening party for his The Life of Pablo album? In true Ye fashion, he has succeeded in creating a lasting interactive experience rather than just a means to appreciate art.

How has Frank Ocean’s approach differed from that of today’s megastars in promoting his album? Has he been effective thus far? Let’s now take a closer look at the lead-up in anticipation of Boys Don’t Cry.

No Interviews

Captivating the R&B world with the silky smooth sounds of 2012’s Channel Orange, Frank Ocean has laid low, evading the public eye for much of that time. In speaking with The New York Times back in 2013, known to be one of his last major interviews, Ocean loosely divulges on personal matters; such as his troubled upbringing, creative processes, and of course the creation of Channel Orange. Making a point to always point back to his craft, it seems with increasing brevity that any type of free-form conversation with the public will likely be put on hold until this album sees the light of day.

Lack of Social Media

For those tuned in on the whereabouts and movements of the man, know that his website and Tumblr account are his preferred communication tools of choice — doing away with Facebook, Twitter, Instagram and Snapchat, the current quadrumvirate of social media forums. In April of 2014, Ocean took to Tumblr to announce that a new album was in the works as he broadcasted “I’M OPENING UP FOR OUTKAST THIS SUMMER AT PEMBERTON SO I MIGHT SKIP ON COACHELLA TO STAY IN THE GROOVE AND FINISH THIS BITCH… I FEEL LIKE THEY’RE FINNA WILD OUT THO. FUCK IT.. BRING THE HELICOPTER OUT.” In April of last year, he then advertised that his new album would be called Boy’s Don’t Cry with a telling image of him staring at a duo of magazine stacks bearing the same name — leading some to speculate a zine to work in tandem with a new album. Finally, just last month he posted a graphic to his site, which closely resembles an old-school library card smothered with dates, likely a playful jab noting the many dates that have come and gone in failing to deliver the much-awaited compilation.

Selecting Public Appearances

Contradictory to his otherwise low-profile stance, Ocean just last month was tagged to star in Calvin Klein’s 2016 fall campaign. In the short video snippet, the R&B star is heard discussing his relationship with music and the overwhelming influence it plays in his existence. With no mention of an album or its impending release, one can easily be forgiven for dismissing the date as a mere coincidence — July 2016 showing up as a date on his library card due date image.

On His Behalf

Reticent himself regarding any forthcoming details of Boys Don’t Cry, friends of the artist have spoken up and out about the project, offering subtle insight to its contents. Malay, a close known collaborator of Ocean was quoted saying, “He’s been working super hard. I feel like he’s working harder than he’s ever worked in his life. I’m excited for everyone to hear it. I think people are going to be pleasantly surprised, for sure.” Fellow musician and longtime admirer of the “Novacane” singer, James Blake went on to say “I was more of a fan of him when I heard his newer music. It’s better. You grow, you improve, you nail a new message to the board. He’s had time to mature. It’s really cool to watch.”

While stars such as Drake and Kanye embrace the hoopla of tactical advertising — levying attention over to what’s anticipated, Frank Ocean justifiably substantiates a submissiveness that has proven powerful above all else. Proving substance over sum, Ocean prudently picks his spots of when to make his voice heard. In a recent Tumblr post, he penned a heartfelt tribute to Prince, citing the late legend for his astounding contributions to music — more so though, for his inspirational spirit. The “Thinkin Bout You” singer in a similar vein again laid his heart on the line — offering solace to those left in the wake of the tragic Orlando shooting, while making his feelings known to those who promote anti-gay values. Comparing various tactics seems a rather futile event when taking into consideration an artist of this magnitude — one who is perceived to hold artistry to its highest standard. Based off the strength of Channel Orange, Frank Ocean has amassed a faithful following rooted in artistic integrity, which not only is admired, but relatable. For each passing moment the world lives without Boys Don’t Cry, anticipation grows relentlessly, unleashing the true genius of his plan, or lack thereof. The wait continues.