When it surprises and delights fans. That’s a good thing. When it surprises and delights even the creator. That’s a wonderful thing!
Drake did it with the release of his album, Scorpion, unannounced. Pop up shops, art galleries and pop up concerts are now all the rage.
In a world full of announcements, promotions and gimmicks. Isn’t it a refreshing change to just see a creative person say; “Hey, I made this. I put a lot of work into it and I hope you will like it. If not, then maybe you would like something else I am working on”
Then get busy creating the next thing.