Last month, Tyler, The Creator released his seventh studio album, Chromokopia.

And even by his standards, it's high concept.

As always, the eccentric artist has not merely released an album. He has crafted yet another world.

And just like that, we're lured into a living, breathing story - an entire experience made just for us.

In an industry shambled by the 'TikTok Curse' of virality, with many artists just vying for attention, Tyler's approach feels like a masterclass in high-concept branding.

He doesn't just shove his latest single in our faces with endless replays across various mediums. Instead, he builds anticipation, letting us decode, speculate, and obsess.

Tyler's genius goes far beyond 'marketing gold.' It's creative excellence of the highest tier. And Chromokopia gives us the perfect lens to dive in.

As I said, a Tyler rollout is never an average release, and Chromokopia is no different.

It's part project, part fever dream. And we're somewhere in the middle, piecing together clues and wondering if he's about to hit us with more hidden meanings or send us into an existential crisis.

It's practically a freaking portal.

Each visual and promo clip is like a breadcrumb leading us deeper into his world, sparking that, 'What does it all mean?' itch fans can't help but scratch.

As far as I can tell, he's riffing on the word 'chroma,' which is all about colour-something vividly present in his visuals and album concepts.

And then there's the link to The Phantom Tollbooth's Chroma the Great-a character who 'conducts' colour into existence through music.

Tyler is channelling that vibe hard, with visuals starting in monochrome, only to burst into full colour right when the bass hits. It's like the music itself is what unlocks the colour.

And let's not forget the word 'chromatic' has roots in western music, too. It links to the chromatic scale and the concept of pushing musical boundaries - exactly what he's known for.

This is how he lures us into a world where sound and sight connect in a way that feels both chaotic and meticulously planned.

Chromokopia, then, is where sound becomes sight, music becomes colour, and Tyler is the mad conductor, crafting a place only he could dream up.

Tyler's given us alter egos before, but St. Chroma is a whole other enigma-a saint, sure, but with some serious edge (or issues, depending on how you swing it.)

In the 'St. Chroma' video, he's that masked figure in a military jacket, herding people into a shipping container and proceeding to blow it up.

It's aggressive, unsettling, and, of course, packed with questions. Are we looking at a character driven by darkness, or is there a twisted logic to his actions?

The answers may lie in the next video, 'Noid,' in which St. Chroma's in a paranoid spiral, surrounded by fans who might just want a piece of him (or something more sinister).

Barricading himself in a house and running from unseen threats, Tyler plays with our perception here-through mirrors, through shadows-keeping us guessing: Is this fear a result of what he's done, or is it what led him to do it?

The lyrics ooze with tension and paranoia: 'Someone's keeping watch / I feel them in my shadow,' and we're pulled right into his uneasy mindset, wondering what's lurking in the corners.