If Lil Nas X taught us anything last year, it’s that at the age of 22, he already mastered the concept of deploying the album.

From dropping single “Montero (Call Me By Your Name)” and sexually-themed visuals of Satan to go with it or grabbing rising star Jack Harlow to help with second single “Industry Baby” and appear in this all pink disc -video of the prison, to more * abstract * ideas, like a whole pregnancy saga leading to the birth of Baby Montero and the release of Montero himself, Lil Nas X has shown that he knows how to get attention and keep that attention over an extended period of time.

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Yesterday evening, to accompany Montero‘s, Lil Nas also debuted Montero’s show on Youtube.

The Montero To show, designed to look like a mid-2000s midday talk show, was hosted by Lil Nas X playing the Oprah-like character of Montero, and was honored with a guest appearance on an “Old Town Road boy “very pregnant who quickly corrects the host that he is Lil Nas X.

The show begins with Montero asking Lil Nas X to work with Billy Ray Cyrus to which the rapper replied that it had been three years since “Old Town Road” and that there had to be new questions to ask. Continue to inform Montero that he has had a crazy year, capped off by the fact that he is “literally f ** king pregnant”.

Montero and Lil Nas X continue with Lil Nas dodging “Old Town Road” questions and the couple go through all the clips included in the new album. Just as Lil Nas begins to announce the premiere of a new video for ‘This is what I want’, however, its waters are breaking and the rapper seamlessly turns his daytime TV appearance into the birth of Baby. Montero and the official Montero Release.

To say that Lil Nas X went out of his way to launch this album would be an understatement. With so many moving parts and their near-perfect integration with each other, it’s clear to see the immense amount of planning and execution that went into rolling this project out to the masses. With a handful of already huge records, Montero was already up for some numbers, but with all of Lil Nas X’s unfolding and awesome weekend at the VMAs and the Met Gala, it looks like the whole internet has their eyes on this project and now it’s here.

Go stream Montero and let us know your thoughts on the album and how it rolled out in the comments.