The 21-year old rapper's sophomore album sidesteps radio promotion for fan-centric, multimedia rollout.
For Mac Miller, an album isn't a vehicle for promoting a slew of singles. The 21-year-old Pittsburgh rapper's second LP, "Watching Movies With the Sound Off" (June 18, Rostrum Records), is just the latest element of a nearly nonstop process of delivering music to fans. But there's still anticipation-produced by Miller (under the name Larry Fisherman) along with guest production by names like Diplo and Flying Lotus, the album is the follow-up to his 2011 debut, "Blue Slide Park," which debuted at No. 1 on the Billboard 200.
"I got this house in L.A. and I built my own studio," Miller says from his cellphone before a performance on "The Ellen DeGeneres Show" with Ariana Grande, whose hit single "The Way" features him. "The whole idea of the record was to think about it not like, 'Hey, I'm putting together an album. This is what I should do to make a good single.' It was about making music and letting the journey inform itself."
Miller has unveiled four tracks ahead of release, kicking off with "S.D.S." on April 23. The song, whose video arrived the following day, isn't meant to be a single, however, and Rostrum doesn't plan to push anything to radio. "Mac wanted that one to be the first one that people heard," says Rostrum president Benjy Grinberg, who's also Miller's manager. "Same thing with 'Watching Movies' and the other songs we're shooting videos for right now. They aren't the most commercial songs off the album-they're just part of him telling the story the way he wants to do it.