‘More Is More’: Why Hip-Hop Stars Have Adopted The Instant Deluxe Edition

Lil Baby’s album My Turn was never supposed to have a deluxe edition. “That wasn’t in our plans,” Pierre “Pee” Thomas, CEO of Quality Control Music, tells Billboard of the Atlanta rapper’s first solo project in nearly two years. Upon its Feb. 28 release, the 20-song album topped the Billboard 200 chart with 197,000 equivalent album units earned, according to Nielsen Music/MRC Data, and Lil Baby was gearing up for a summer headlining tour that would serve as a victory lap for his biggest album bow to date. That tour, of course, won’t happen this summer, due to the coronavirus pandemic…


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