How Tyrese Made 'Black Rose' the No. 1 Album in the Country

In the year leading up to the release of this album, Tyrese became a social media maven, building up a huge following on Facebook, Twitter and Instagram. How’d he do it? By becoming Steve Harvey without the game show. All he needed was a book deal and the “I post up in middle school parking lots” mustache. Every time you looked up, the “Sweet Lady” crooner was posting lengthy, in depth, thought provoking motivational speeches. If you post it, they will come. And the Fast and Furious actor has amassed over 4 million Instagram followers, 26 million likes on Facebook, and 3.2 million Twitter minions.

Resulting album sales: 20,322

A great way to promote is to take your message straight to the people. Gibson tried to do just that walking onto a subway car in Brooklyn and advertising his album directly to the riders. It faired a little bit better than Brandy’s attention seeking subway ride (not much), but still not everyone was feeling the message. Others were impressed by the grassroots vibe. But one guy was extremely, extremely receptive. For. No. Apparent. Reason.

Resulting album sales: 29, half of which were purchased by that one guy.

Next, the singer took it to the streets using a homeless woman who was catching some ZZZs as a means to hilariously drive home the point that labels think people are sleeping on R&B. Yeah, that really happened. He didn’t even toss an envelope of cash in her pocket for her services, like Akeem in Coming To America. He apparently caught some flak for the stunt as he later apologized for disrespecting the destitute. But he made his point in the faux ad. Any publicity is good publicity anyway, right? Right? (Kanye smile turned deadpan face).

Resulting album sales: 0 (boycott considered)

The 1994 Coca-Cola commercial put Tyrese on the map. So what better way to bring things full circle when closing out his solo career than reenacting the whole thing 21 years later? Corny? Yeah. Nostalgic? Hell yeah. For those of us old enough to remember that long ago, at least. The bus was slightly less crowded this time around, and there was no chick giving him the googly eyes. But it still came off as yet another slick promo move. 

Resulting album sales: 3,000 (all by Coca-Cola)

Most people have their album signings at young hip locations like the mall or shoe stores where people come to get their LP signed as well as the latest pair of Js or a Supreme hoodie. Not Rese. Of all the spots in NYC, he chose discount retailer Century 21 to hold his meet and greet. Which is something like a few steps up from having the event at the Goodwill. A man of the people.

Resulting album sales: 256 (all by MILFs and BBWs)

All he wanted was a little feedback. In the midst of his campaign, Gibson promised to call fans directly in exchange for their proof of pre-order and written review of his two videos. It was like the opposite of the Mike Jones strategy, probably lighter on the phone bill too. Equal amounts of struggle, though. Yet, probably somewhat effective.

Resulting album sales: 104

Resulting stalkers acquired: 2

Following their release date, most artists sit back and wait for the numbers to come in. Not Tyrese. After hearing that stores were selling out of his new album shortly after it dropped, he took a field trip to a Target in Atlanta to see if his product was moving, like a paranoid drug dealer. He even stamped a few copies with the scorpion seal signed a few of the CDs that were on the shelf. Every sale counts, we guess.

Resulting album sales: 5 (all by that one Target employee who promptly put the CDs on Ebay)

Tyrese’s music isn’t for 2000’s babies who are used to an array of rap artists spliced into their R&B grooves. Therefore, he made it a point to put out a project that is as close to his soul origins as possible. There’s only one rap guest, only three other R&B features and five times the soul.

Resulting album sales: 52,078