If you follow any popular music blogs or news sites, you must have noticed the huge hype surrounding the release of Frank Ocean's second album, a trend which started way before any actual new music had been released. Ever since the vague announcement of a new project four years ago, there have been frequent rumors, numerous "where's Frank" memes, and a fandom driven to insanity by false promises.
The new album seems to have been released, but the obscurity continues: album titles are changing, live streams appear in the middle of the night showing videos of Frank Ocean woodworking, bloggers are speculating whether Endless is a preview of the actual album or just a different project standing on its own.
And while I might be wondering if all this Kanye-esque click-bait marketing strategy is really necessary, I am still happy to hear new music from one of the most interesting R&B musicians right now, especially since the credits to the album feature Radiohead's Jonny Greenwood, Alex G, and Arca. For now, let's enjoy Ocean's latest video released today, which apparently is not on Endless and I wouldn't be surprised if it turns out to be a sneakers commercial.