When Lil Baby released My Turn (Quality Control/Wolfpack Global/Motown/Capitol Music Group) in February, it debuted at #1 on the HITS Top 50 chart, with almost 200k in total activity.

For the deluxe version released 5/1, Motown boss Ethiopia Habtemariam, Caroline chief Jacqueline Saturn and marketing exec Cindy James and team members devised a plan specifically for the deluxe version streaming on Apple Music: nine new videos from the artist were bundled with the 26 tracks. The resulting package was a 35-track (audio and video) beast that spiked Lil Baby's adjusted albums by 113% from the previous week and lifted My Turn two places to #3 on the chart. The deluxe edition alone HAS generated over 100k TEA and 150m streams and driven the album's total streams over 1 billion since the original February debut. As of this writing, Lil Baby is #5 on Apple Music's albums chart and holds the top nine spots on the video chart.

The move by the artist's label team is the latest example of how the release of new content can keep a project thriving in the new ecosystem—and how the album is just part of the equation.