In the streaming era, huge raw listening numbers can grant you Billboard dominance and favor from Spotify's algorithm, greatly extending an album's release cycle.
If you're trying to entice fans to listen to your new project and buy tickets to your eventual tour, why not keep them hooked with 30 brand-new tracks instead of the traditional 12?
The current deluxe album trend can be traced back to rapper Lil Uzi Vert's 2020 album 'Eternal Atake,' which saw a follow-up with 14 additional songs just a week later.
Country star Morgan Wallen's 'One Thing at a Time' included a staggering 36 tracks, all of which charted on the Billboard Hot 100 in its first week.
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