Before fans even heard a single second of Drake and 21 Savage’s Her Loss album, it became apparent that the rollout strategy behind the project’s unveiling wasn’t going to follow the usual formula.

As previously reported, fans first received word of something new being on the horizon by way of onscreen text during the official video for the Honestly, Nevermind track “Jimmy Cooks.” In the days since, fans have been alerted to a delayed release date (Nov. 4 marked a pushback from the originally announced Oct. 28 due to 40 catching COVID) and treated with a series of promo clips that collectively form what might best be described as more of a performance piece about promo rather than actual press appearances.

Below, we take a look at each facet of the larger Her Loss rollout, including the story behind the new album’s cover art.