In September, Uzi dropped his first song since Luv is Rage 2, “New Patek.” Later that year in December, Lil Uzi announced during a show of his that the album was finished. Later that year in July 2018, Lil Uzi Vert tweeted the words “Eternal Atake,” and also a photo of the album artwork, which mimicked the logo for infamous 1990s cult Heaven’s Gate. In January 2018, he began to feud with his label Generation Now and co-founder DJ Drama. 1 on the Billboard 200 chart and included hits like “Neon Guts,” “The Way Life Goes,” and the single “XO TOUR Llif3.” After dropping the deluxe version of the album in November, Lil Uzi didn’t wait long until re-entering the spotlight and eventually teasing his next album Eternal Atake. The album sold 135,000 units and garnered 150 million streams in the first week of its release.

Lil Uzi Vert dropped his official debut album Luv is Rage 2 in August 2017.

But, while this is an effective way to garner attention, the full execution of the rollout must be to fans' liking, or they can be quick to turn the other cheek to these artists.

While most artists in rap today are guilty of this, there are a handful who specialize in this publicity method and have built their brand off of keeping fans waiting, such as Lil Uzi Vert and Playboi Carti. Whether they do this intentionally through Instagram or Twitter, or unintentionally through Soundcloud leaks, it is clear that this is the easiest way to get fans excited for new music. In this day and age of hip-hop, it seems as though rappers are previewing or teasing music more than they are actually releasing it.

When does lil uzi vert album drop