So imagine what people will say about Frank Ocean - who used his own radio show on Beats 1 to premiere his new single, Chanel 18 times in a row. Yes, eighteen.
While the song doesn't quite justify that level of exposure (and let's not forget, Frank will receive royalties for all 18 of those plays) it's still a fantastic listen - all muffled beats and lazy, looping piano figures. Lyrically, Frank continues to explore duality and gender fluidity, opening with the line: "My guy pretty like a girl / he got fight stories to tell / I see both sides like Chanel."
But the chorus does nothing to dispel the notion he's become a little bit pleased with himself, as he sings: "I got new money / And it's all cash / I got new bags / And they all collabs / I rubber band thousand dollar Delta gift cards."
Well done, Frank. We're all terrifically pleased for you.