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At some point this year, you’re going to be uncontrollably excited about the release of an album. We’ve already seen it happen last year for J. Cole’s 2014 Forest Hills Drive, and earlier this year for Drake’s If You’re Reading This It’s Too Late—and just last night, Kendrick Lamar’s To Pimp A Butterfly. (No shade—Top Dawg says Interscope dropped the ball)

But the days of geeking out over a single for a month, followed by a Hype Williams-directed video are done.

The new gimmick is tricking you into thinking there is no gimmick. Look at these 13 album publicity stunts you keep falling for and see which projects made you fall for the jig.

Photo: Cash Money/Universal

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