R.I.P. to traditional release date announcements? On Friday (Mar. 18), Young Thug announced his long-awaited Slime Season 3 release date with a funeral procession.
As part of the act, pallbearers in matching suits carried a casket down 6th Street in Austin, accompanied by a marching band. The album’s title and release date—March 25—were printed all over the casket in red lettering.
Naturally, fans and journalists who were on hand for the surprising SXSW moment shared videos and photos of the proceedings on social media.
— Devi (@DeviBrown) March 19, 2016
Young Thug casket being paraded down 6th street with a marching band. 3.25.16 pic.twitter.com/6eKhzXjveL
— Dan Rys (@danrys) March 19, 2016
— Terrell Blaze (@TerrellBlaze) March 19, 2016
Video director Be EL Be, who frequently collaborates with Thug, said he wasn’t a fan of the casket publicity stunt, but confirmed the date.
Don't like the casket theme at all But there goes your date on ss3. 3-25-2016 https://t.co/eWlytFN5Yg
— Be EL Be (@HeyBeELBe) March 19, 2016
The Slime Season series was launched in September of last year with its sequel dropping in October. Originally, SS3 was due to drop Feb. 5. However, Thugger decided to unleash I’m Up instead, promising that Slime Season 3 would follow.