all he has to do is drop a date and a name and the hype machine will do the rest for him. and he got interscope behind him?
he could say it's dropping in 2 weeks and be straight.
this kind of underestimates the amount of work that goes into a full marketing campaign. When you hide a date like this it limits the amount of people you can have working on the campaign, and restricts what you can ultimately do. Interscope being behind him only matters if their marketing and advertising teams have enough lead time to book venues, buy time on radio, schedule interviews, plan parties, time appearances, solidify cosigns and reviews, find promotional artwork, reach out to alternate media outlets, build a street team, etc....and September is a REALLY short turnaround time on that. The hype machine requires people to set it in motion. I'd be furious if someone gave me a month lead on that kind of work. Borderline walk out of the meeting and straight to my car for a new job furious.
OTOH if things line up and you can keep people quiet, things run smoothly. But when you look at, say, Yeezus--restricted and limited team size, inner circle only, secretive operation--more often than not you see people blow it. It's hard work and I know most people don't consider it to be important, but the reason why overnight/short period launches don't work in most scenarios is because planning a product rollout or major release involves a ton of shit for marketing/advertising teams. And without those teams having enough time you're going to lose sales. Think about the few industries that products are launched on short notice with and they all have massive leaks built around them (smart phones, for instance). That's the result of large companies knowing that they need people working on these things even if they want a short turnaround from announcement to launch.