Behind the scenes of the rollout strategy for Playboi Carti's 'Music' album, from Executive of the Week, Carti's manager Erin Larsen.

Playboi Carti came to play with his new album Music. On Friday, the same day the rapper dropped his long-awaited third studio album, he also broke a Spotify record. The audio streaming giant shared on Saturday that Music became Spotify’s most-streamed album in a single day in 2025 so far.

Playboi Carti seemed poised to put an end to his penchant for mystery and drop his new album, reportedly titled I Am Music, in a timely fashion. By last January, he'd already shared a handful of well-received new singles and music videos,