Hype can make or break a record. Tyler, The Creator knows this well and fired off a cautionary tweet aimed at frequent collaborator A$AP Rocky. Though it's clear he was just joking around with a friend, he also managed to give some fantastic creative advice.
"i wish rocky would shut the fuck up and stop always saying what he's working on 40 years before its even a fleshed out idea. with that said, again, dont get your hopes up and be 'disappointed' because something that doesnt really exist didnt come out. that shit dont exist yall =)" —Tyler, The Creator
When artists get fans' hopes up about the quality of a record, it becomes increasingly difficult to ever meet their expectations. It's great that you're working on your opus, but the moment those words leave your mouth, fans are expecting something that likely will never be reached by the final product—that is if it ever sees the light of day—no matter how high quality it may be.
Thus, we have the allure of a surprise release. It is a pressure-free drop in that fans have no time to set expectations for the work. They simply get to revel in the fact that they're favorite artist dropped new music for them. Or, as Tyler so eloquently put it: shut the fuck up.