How Lil Nas X turned a mock pregnancy into a chart-topping debut studio album
In short: After the massive success of his breakout hit, Lil Nas X faced the pressure of proving he was more than a one-hit wonder. He responded by crafting a deeply personal debut album that blended pop, rap, and rock, while using viral marketing stunts to dominate the cultural conversation.
Released on September 17, 2021, by Columbia Records, Montero marked the debut studio album for Lil Nas X. Seeking to move beyond the country-trap sound of his 2018 record-breaking hit Old Town Road, the artist collaborated with production duo Take a Daytrip to create a project rooted in pop, rap, and R&B. The album features guest appearances from artists including Elton John, Megan Thee Stallion, and Doja Cat. Its title is derived from the artist's own first name, and the project was recorded largely during the 2020 COVID-19 lockdowns.
The album's rollout was defined by high-concept promotional stunts. Lil Nas X leaned into absurdity, including a fake pregnancy photoshoot to promote the album as his 'baby' and a livestreamed talk show where he interviewed himself before undergoing a mock emergency to give birth to the record. These tactics extended to his music videos and brand partnerships, such as a collaboration with Taco Bell and a controversial, short-lived release of modified Nike Air Max 97 shoes with MSCHF. Despite the spectacle, the music itself earned critical acclaim for its eclectic production and heartfelt exploration of queer identity.
Commercially, the album was a success, topping charts in countries like Australia, Ireland, and Norway, and reaching number two on the US Billboard 200. It produced three major hits on the Billboard Hot 100: Montero (Call Me by Your Name), Industry Baby, and Thats What I Want. Critics praised the project's variety, with some reviewers highlighting its role in establishing the artist as a new kind of pop star. In 2022, Rolling Stone included the album in its ranking of the 200 most significant rap records in history, cementing its status as a defining cultural moment.
The project's influence extended to live performance, with the Long Live Montero Tour beginning in Detroit in September 2022 and concluding in Barcelona that November. The album received a nomination for Album of the Year at the 64th Annual Grammy Awards, reflecting its impact on the music industry. While some critics felt the album occasionally relied on genre tropes, the consensus remained that it successfully balanced catchy, radio-ready pop with deeply personal, introspective songwriting.
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- Summary by Intellect · source: Montero (album)
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