Thursday evening, Shoe Palace (on Melrose Ave.), in conjunction with Adidas, hosted Tory Lanez to celebrate his new album. During the event, Lanez played music from Chixtape 5 before releasing it to the public at midnight (EST). Before each song, Lanez explained who he was sampling and the story behind it.
Born in Toronto and now residing in Miami, Florida, Lanez has ties to the Caribbean community where his parents immigrated from Barbados and Curaçao. He is a rapper, singer, director and producer with many influences including Latinx. Last year, Lanez talked to Beats 1 Radio about an upcoming Spanish language project.
Lanez is also a Grammy nominated artist who has made a name for himself in the R&B and Hip-Hop world with an increasingly large fan following. He has toured with Drake and collaborated with several artists, including Chris Brown, Meek Mill, Ozuna, Bad Bunny, Messiah, 50 Cent and Future (to name a few).
Chixtape 5 has features with many prominent artists such as Snoop Dogg, Mario, Ludacris, T-Pain, Lil Wayne and Ashanti. The album has 18 songs, many of which are remixes or sample popular songs.
In the two weeks leading up to the debut of Chixtape 5, Lanez teased fans with a brilliant campaign to engage audiences through Twitter and Instagram by releasing a phone number dedicated to corresponding with his fans. On Friday, Nov. 1, Lanez tweeted out:
As an avid Tory Lanez fan who once saw him perform in Portland, Oregon, I took the bait in anticipation of his album. Through a series of texts and videos, Lanez asked fans to tweet out #Chixtape5 and #Chixtape5November15 - at this point Lanez had only rumored his Chixtape 5 would release in November, and he was giving his fans the leg up on its debut. The hashtags began trending within ten minutes.
The following Friday, Lanez was at it again. Dropping the song Jerry Sprunger with T-Pain off his soon to be released album.
Throughout the week leading up to the release of Chixtape 5 Lanez sent fans “snippets” of his work via text message and encouraged them to hype the album up on their personal social media accounts.
Lanez also created a Spotify playlist for the music that inspired his new album. You can listen to it below.