Tyler, the Creator Chromacopy debuted atop the Billboard 200 albums chart, the publication confirmed Sunday, marking the rapper’s third consecutive number-one record.

Tyler strayed from industry norms to Chromacopy deployment, choosing to abandon the project on a Monday morning rather than the usual norm of Friday at midnight. He released it at the start of the work week hoping it would get fans to listen more carefully before heading into the weekend.

“I know people think that because of the weekend they can listen to stuff and the streams go up,” Tyler told Nardwuar in an interview last year, advocating for a return of albums releasing on Tuesdays since a while. switch to Friday in 2015. “And the streaming people say, ‘Oh, the streams go up on the weekend.’ But I think it’s a lot of passive listening at parties or people have time to go to the gym, so they’re not really listening. If you put it out during that week, during that commute to work or school, you really have time to really immerse yourself in it.

With the Monday rollout, Tyler gave himself three fewer days in the sales week to compete on the charts, but that didn’t seem to matter; Chromacopy opened with 299,500 sales and 212.55 million streams, making it its best week of streaming and album sales in terms of units. The album would have been number one based on either of these feats individually.

It remains to be seen whether Tyler’s release on Monday will prompt more industry members to adopt the strategy, although that may not be likely. As Audiomack co-founder Brian Zisook points out, many smaller artists may not have the same level of control over their release strategies that Tyler gained as an established superstar. And if the main goal of your filing is to get a number one, the strategy could pose a challenge given that it removes several days of sales tracking.

Still, for a longer strategy beyond a single week of sales, Zisook says it’s better to go earlier so the music sticks with the audience.

“Tyler is right. When you post on a Friday, your window to create engagement is essentially one day because people have two different types of schedules,” says Zisook. “They have a fixed schedule from Monday to Friday, then a variable schedule on weekends. There are only a handful of artists that people stay up this late for now for an artist on a Thursday night, whereas if it comes out at 6 a.m. on a Monday it will be discussed all day long . Theoretically, more people, either casual or indirectly interested, will discover it, and it will absolutely continue Tuesday through Friday.

Not to mention, going out at the start of the week means having the full attention of record label employees who, like anyone else working the typical work week, go home for the weekend after Friday.

“They don’t work on weekends. Apart from a few selected artists, on Friday at five or six o’clock, they come to pick it up on Monday,” explains Zisook. “And the truth is that most major labels have bloated rosters and every week they release between five and 40 projects. On Monday, most have turned the page on the previous week’s release as they focus on that week. If you want to run a major marketing campaign, Monday allows you to do it for four to five consecutive days while everyone else follows this set schedule.

This week, Halsey’s, another Columbia artist, also debuts on the chart. The great imitator, which opened at number two with 93,000 album sales. Sabrina Carpenter Short and sweetKelsea Ballerini Patternsand that of Rod Wave Last round completed the Top Five. With Tyler’s crown secured, the question becomes how well he will maintain his momentum heading into next week.