Behind the scenes of the rollout strategy for Playboi Carti's 'Music' album, from Executive of the Week, Carti's manager Erin Larsen.

After nearly five years of building hype, the Atlanta rapper’s 30-song third album, “Music,” has finally arrived. Let’s discuss.

Twenty minutes later, the show was back on, with the Weeknd crooning “Rather Lie” and “Timeless” surrounded by Carti’s Opium crew while pyro and chugging guitars flared around them. Carti fans come for the chaos — is the rest of the music industry ready for him on the A-list?