Lil Nas X released MONTERO, his debut album, on Sept. 17, 2021. Lil Nas X first caught my attention because of his controversial and angsty music videos. However, it was his unique advertising strategy that made me stay up until midnight on Sept. 16 frantically refreshing Spotify.  

On Sept. 2, the first in a series of photos of a pregnant Lil Nas X was posted. This also marked the announcement of MONTERO’s release date. Since then, fans have kept up with the pregnancy through Lil Nas X’s Instagram. 

The album was widely loved by music critics for its emotional vulnerability and combination of music genres. However, there were some reviewers who felt that Lil Nas X is a visionary but lacks musical talent. 

Alongside the highly anticipated album, Lil Nas X posted the official music video for the song “THAT’S WHAT I WANT,” which reflects on how difficult it is to find love as a gay man. The music video – which received 12 million views in just one day – features Lil Nas X walking down the aisle in an elaborate wedding dress. 

On top of that, on Sept. 18, Lil Nas X posted a “baby registry,” which highlights 16 charities focused on healthcare, justice, LGBTQ and BIPOC causes. 

Despite having just given birth, Lil Nas X danced and performed flawlessly for two hours to a full house at his album release party. To those lucky enough to attend, sponsors gave out bright pink sweatshirts and Beats headphones. 

With collabs with Megan Thee Stallion, Doja Cat, Miley Cyrus, Jack Harlow and Elton John, you should definitely give MONTERO a listen. Whether or not the album is up your alley, you have to give credit to Lil Nas X’s genius marketing team and appreciate the depth behind his lyrics.