Lizzo is not staying quiet about her frustration with Atlantic Records ahead of her new album release in June. The singer claimed the label has not followed through on several marketing plans for “B-TCH.” She shared these complaints through the TikTok videos posted on her backup account, LizzoIRL.
Lizzo clocks Atlantic Records for not promoting new record B-TCH
In one video, Lizzo reminded fans that “B-TCH” was arriving soon, asking them to support it early. “IRL, we cannot flop. My album is coming out in 23 days. Have you made your preorder yet?” she said.
Her sudden increase in online posting was then explained by the artist herself. “I’m posting every single day because this algorithm wants to see me in the [Khia] asylum and b*tch, I’m fighting for my life.” Fans quickly began asking why major advertisements for the album had not been seen yet.
According to Blast The Radio, one person specifically mentioned billboards. This led Lizzo to respond directly in the comments. “Baby, I’m asking the same question because I definitely approved the billboards in the marketing meetings. I definitely approved ads, but crickets,” she said.
The criticism of Atlantic Records continued in another TikTok reply video. “I don’t know, but I’m crashing out on my label right now because I just really like – I feel like there’s not any marketing money being put toward my ideas,” she stated.
The “Truth Hurts” hitmaker added that a meeting involving “incredible ideas” had happened around a month earlier. However, she claimed none of those plans were later carried out. Lizzo also said she regularly sends the label text messages with promotional suggestions for the album.
During the same discussion, the 38-year-old spoke about how hard online promotion has become for artists. “In 2026, unless you’re a brand new artist or someone no one’s ever heard of and is getting recognized, it’s really hard to cut the f*ck through,” she continued.
“I have people who want to buy my album, but how they ‘gon buy it if they don’t know it’s for sale?” Lizzo added. The rollout for “B-TCH” comes after Lizzo faced workplace harassment allegations from former dancers in 2023. The claims were denied by her at the time.
