A$AP Rocky’s long-awaited album Don’t Be Dumb is getting the ultimate troll treatment with a brilliant guerrilla marketing campaign: “Wanted” posters plastered across New York City streets declaring “WANTED! ALBUM NEVER DROPPING.” Spotted in high-traffic spots like Manhattan and Brooklyn over the past week (December 2025), the black-and-white flyers feature Rocky’s face in a classic Old West wanted poster style, complete with a mock reward and the cheeky accusation tying into years of fan frustration over delays. It’s pure self-aware genius from the Harlem rapper, poking fun at the endless wait for his first album since 2018’s Testing while building massive hype for the project’s confirmed January 16, 2026, drop. Fans are eating it up, with photos going viral and the stunt sparking laughs, debates, and endless memes—proving Rocky’s still a master at turning anticipation into art.

The posters are a stroke of marketing brilliance, leaning into the running joke that Don’t Be Dumb—teased since 2019 with multiple false start dates (August 2024, fall 2024, early 2025)—might never arrive. Rocky himself fueled the fire earlier this year with “Album Never Dropping” merch drops, including hoodies and tees with “Error 404” graphics, sold out quickly as ironic fan favorites. Now, these street posters amp the narrative: Bold text screams the “crime” of perpetual delays, with Rocky’s mugshot stare and fine print nodding to leaks, sample clearances, and perfectionism as “excuses.” Locations include Soho walls, East Village poles, and near his old haunts, turning NYC into a scavenger hunt for Flacko faithful. One viral snap from Brooklyn shows a poster defaced with “Finally Jan 16!” graffiti—fan excitement in real time.

This rollout fits Rocky’s visionary vibe perfectly. After unveiling Tim Burton-designed cover art mid-December (a gothic, multi-Rocky portrait with a slashed “no” over the title), confirming the January 16 date, and teasing a short film collab with the Beetlejuice director, the posters add street-level edge. Producers like Madlib, Metro Boomin, Pharrell, and Mike Dean are onboard, with Danny Elfman scoring tracks for that cinematic feel. Singles like “Highjack,” “Tailor Swif,” and “Ruby Rosary” built buzz, but the delays became meme fodder—until now, flipped into fuel. Rihanna’s supportive “LET’S GOOOO BABY” comment on the cover post added couple goals glow.

Fan reactions? A mix of hilarity and relief. X and Instagram explode with poster pics, #DontBeDumbPosters trending as Barbz-equivalents hunt spots. “Rocky trolling us into hype—genius,” one post raves. Others joke “The album dropping when these posters fade.” Memes mash wanted flyers with old delay tweets, or Rocky “arrested” for crimes against patience. Even critics admit it’s smart: Turning frustration into free promo, owning the narrative like few artists can.

As January 16 nears—vinyls, CDs, cassettes, and digital all dropping—the campaign cements Don’t Be Dumb as 2026’s most anticipated. From merch mocks to street satire, Rocky’s proving delays can build empires if played right. NYC’s walls are talking—album’s coming, dummies. Stay tuned for more rollout chaos. #ASAPRocky #DontBeDumb #WantedPostersNYC