Tyler the Creator

Unlike the last pair of videos promoting his new album, “Wusyaname” and “Lumberjack,” Tyler The Creator’s “Brown Sugar Salmon” is less of a music video and more a comedic sketch. In it, Tyler’s famished alter ego Tyler Baudelaire takes a train ride and goes through a frustrating experience as he tries to order dinner, only to discover that the service on this particular trip leaves a lot to be desired.

After ordering the titular dish, Tyler is told that the kitchen is all out and offered the “braised Bohemian beef,” which is also out of stock. A manager isn’t any help either, merely providing the same two choices — both of which are, as previously noted, unavailable. Poor Tyler.

The sketch is just the latest of Tyler’s unusual efforts to promote his next album, Call Me If You Get Lost, which drops this Friday, June 25. While videos like “Brown Sugar Salmon” and “Side Street” build out the world and narrative of Tyler Baudelaire and his adventures in love and travel, in the real world, Tyler has been using a mysterious phone number advertised by massive billboards to share cryptic snippets of the album’s new music, which he’s periodically updated over the past two weeks.

Watch Tyler The Creator’s “Brown Sugar Salmon” sketch above.

Call Me If You Get Lost is due 6/25 on Columbia Records. Pre-order it here.

Tyler The Creator’s Call Me If You Get Lost rollout continues with the retro-styled, flirtatious video for its latest single “Wusyaname.” As with previous videos, the narrative revolves around Tyler’s pursuit (in character as Tyler Baudelaire) of actress Helena Howard, who appears to be in a relationship with Odd Future’s Taco. Tyler teased the storyline with his “Side Street” album trailer, while the opening monologue in “Wusyaname” mirrors a similar speech in the video for “Lumberjack.” Also as in “Lumberjack,” “Wusyaname” features shouted ad-libs from DJ Drama.

The lyrics to the new track find Tyler making a play on an unknown woman over a sample of ’90s R&B group H-Town’s “Back Seat (Wit No Sheets).” “You pick a spot, I’ll pick a tail number, we can be tourists,” he beckons. “Let’s go to Cannes and watch a couple indie movies that you never heard of.” The video ends once again with a title card featuring the new aesthetic for the Call Me If You Get Lost era, as well as its unofficial, sitcom-esque theme song.

In addition to putting out the album in just three days, on June 25, Tyler is set to perform at the 2021 BET Awards this weekend.

Watch the video for “Wusyaname” above.

Call Me If You Get Lost is out 6/25 via Columbia Records. Get it here.

After a week of cryptic teases and colorful previews, Tyler The Creator has announced the official release date of his next album, Call Me If You Get Lost. The album title comes as no surprise after it was prominently featured in much of the mysterious early rollout, but the release date may, as it’s less than two weeks away, on June 25. The announcement came complete with a crisp, retro-styled website with the videos for “Side Street” and “Lumberjack,” as well as a link to pre-purchase box sets including a CD, a poster, a T-shirt, and a commemorative box.

The marketing around Call Me If You Get Lost appears to ditch Tyler’s Andy Warhol-inspired Igor persona in favor of “Tyler Beaudelaire,” but maintains much of the retro feel of that album’s rollout, with videos shot to resemble Super 8 tapes and styling influenced by 1970s couture (check out those vintage trunks in the “Lumberjack” video). Meanwhile, a press release for the album promises that the hotline set up to preview the music from the album will remain active and periodically update with new snippets leading up to the release. In addition to the box set CDs, the website for Call Me If You Get Lost features cassette tapes of the album, sticking with the retro theme.

Check out the album cover and link to the pre-order website above.