As Lizzo prepares for the release of her fifth studio album, B-TCH, the singer has been spotted out in Los Angeles personally putting up posters to promote the project after publicly expressing frustration with her label’s marketing efforts.
The Grammy-winning star is making it clear that she is not waiting around for anyone to push her new music.
The “Truth Hurts” singer first opened up about the situation on TikTok through her backup account, LizzoIRL, where she spoke candidly with fans about feeling unsupported ahead of the album’s June 2026 release.
“IRL, we cannot flop. My album is coming out in 23 days. Have you made your preorder yet?” Lizzo asked followers in one video before explaining why she had suddenly become extra active online.
According to the singer, she plans to post daily because she feels like social media algorithms have made it increasingly difficult for artists to break through. “This algorithm wants to see me in the asylum and b-tch, I’m fighting for my life,” she joked while discussing the pressure of promoting music in today’s digital landscape.
Things became even more revealing after one fan asked why the album rollout did not include major promotion like billboards or large advertising campaigns. Lizzo responded directly, saying, “Baby, I’m asking the same question because I definitely approved the billboards in the marketing meetings. I definitely approved ads, but crickets.”
The singer later doubled down in another TikTok video, where she openly addressed her frustrations with Atlantic Records. Lizzo explained that she had already pitched multiple creative marketing ideas during meetings with her team but claimed very few had actually been implemented.
“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 admitted.
Lizzo also shared that she has continued sending ideas to the label weekly while trying to stay proactive about the album rollout herself. “We had a meeting a month ago with like a bunch of incredible ideas. None of them has been implemented,” she said.
Despite her frustrations, the singer has continued promoting B-TCH through television appearances, social media campaigns, and music videos. Now, she has literally taken things to the streets by hanging promotional posters around Los Angeles herself, a move that quickly caught fans’ attention online.
The moment sparked conversation across social media, with many fans praising Lizzo for staying hands-on with her project instead of waiting for industry support. Others related to her comments about how difficult it has become for established artists to gain visibility online.
Toward the end of one of her TikTok videos, Lizzo reflected on the current state of the music industry and the challenges artists face trying to stay visible in an oversaturated digital world.
“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 said.
