Lizzo has sparked debate online after appearing to take promotion for her upcoming album into her own hands following public frustrations over label support.
Videos and photos circulating on social media showed the singer in Los Angeles putting up posters for her new album B*TCH, which is scheduled for release on 5 June.
The street-level campaign arrived days after Lizzo publicly criticised what she described as a lack of marketing support from her label, Atlantic Records.
Lizzo says approved marketing plans were not being implemented
In posts shared online, Lizzo claimed there was little financial backing behind some of her ideas for the album rollout and suggested communication with her team had become increasingly frustrating.
According to the singer, she had repeatedly pitched promotional concepts that were approved internally but never fully executed.
She also admitted feeling “helpless” about the situation while trying to push the album forward herself.
The viral footage of Lizzo hanging posters around the city quickly drew strong reactions online, with some fans praising the DIY approach while others questioned why a major artist signed to a global label would need to handle physical promotion personally.
Fans compare Lizzo’s situation to Cardi B’s past label frustrations
Some social media users compared Lizzo’s comments to previous remarks from Cardi B, who has also spoken publicly in recent years about tensions surrounding label support and release schedules.
The comparison fuelled wider conversations around how major labels currently market albums in the streaming era, particularly for artists navigating changing social media algorithms and reduced traditional marketing budgets.
Guerrilla marketing still cuts through online noise
While parts of the discussion focused on label politics, others argued the posters themselves may have worked as an effective piece of guerrilla marketing.
In an era where digital campaigns dominate music promotion, artists physically engaging with fans in public spaces can often generate stronger viral reactions than polished advertising campaigns.
For Lizzo, the imagery of a Grammy-winning artist personally putting up posters across the city immediately became part of the album’s narrative online.
Lizzo preparing for next album era
BTCH* marks Lizzo’s latest major release following a turbulent few years that included legal battles, online scrutiny and a noticeable step back from public visibility.
The new album campaign appears positioned as a more direct and stripped-back reintroduction, with Lizzo leaning heavily into candid social media moments and self-aware humour around the realities of music industry promotion.
Whether intentional or not, the poster campaign has already succeeded in getting people talking ahead of the album’s release next month.
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