5 Reasons Why Playboi Carti’s “Love All My Supporters It’s Time” Became The Most Iconic Tease In Hip-Hop History

The phrase "love all my supporters it's time" is arguably one of the most significant and perpetually delayed promises in modern hip-hop history. Originally tweeted by rapper Playboi Carti in late 2022, the four simple words were a cryptic signal that his long-awaited third studio album, *Music* (also known as *I Am Music*), was finally imminent. This statement, however, would go on to define a two-year period of intense fan speculation, marketing stunts, and eventual triumph with the album's massive release on March 14, 2025. As of today, December 16, 2025, the tweet is viewed not just as a promise, but as the opening salvo of a new era for the artist and his *Opium* collective. The journey from that tweet to a Billboard-topping album is a masterclass in modern music marketing, scarcity, and cultivating a legendary mystique. This article dives deep into the context, the man behind the message, and why this particular phrase continues to resonate with millions of fans.

The Man Behind The Message: Playboi Carti's Profile and Biography

The enigmatic figure at the center of the "it's time" declaration is Jordan Terrell Carter, known professionally as Playboi Carti. His career is defined by a refusal to adhere to traditional industry norms, prioritizing artistic vision and a unique, often chaotic, rollout strategy.

Full Name: Jordan Terrell Carter

Stage Name: Playboi Carti

Date of Birth: September 13, 1996 (some sources cite 1995)

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Hometown: Atlanta, Georgia

Record Label: AWGE (A$AP Mob), Interscope Records, and his own label, Opium

Career Milestones:

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• Began under the name Sir Cartier in 2011.
• Gained initial recognition with his 2017 self-titled debut mixtape, featuring the hit "Magnolia."
• Released his debut studio album, *Die Lit*, in 2018.
• Released his polarizing, genre-bending second album, *Whole Lotta Red*, on Christmas Day 2020, which debuted at No. 1 on the Billboard 200.
• Founded the influential and highly-stylized record label and collective, *Opium*, in 2019, which includes artists like Ken Carson, Destroy Lonely, and Homixide Gang.

Carti's distinct "baby voice" vocal style, punk-rock aesthetic, and influential fashion sense have cemented him as a generational icon, making any communication from him—especially one as definitive as "it's time"—a global event.

The Context of the Tweet: From Waiting to *Music* (2022-2025)

The phrase "love all my supporters it's time" first appeared on Playboi Carti's social media in late December 2022. At the time, his fanbase was in a state of feverish anticipation, having waited two years since the release of *Whole Lotta Red*. The tweet was a direct response to the intense pressure and constant speculation surrounding his next project, which he had previously revealed would be titled *Music* (or *I Am Music*). The tweet was immediately interpreted by the community as a definitive album announcement. Fans believed the "time" was finally upon them. However, Carti's history is one of false starts, leaks, and last-minute changes, turning the simple tweet into a meme and a symbol of his elusive nature.

The Rollercoaster of Delays and Teases

The period following the tweet was marked by a series of events that both fueled and frustrated the fanbase:

• The Arrest: Shortly after the December 2022 tweet, news broke of Carti's arrest on domestic violence charges, which immediately complicated the "it's time" narrative and led to a period of silence.
• The Scarcity Marketing: Throughout 2023 and early 2024, Carti and his Opium artists began a highly effective campaign of scarcity. New music was only teased through snippets, tour performances, and cryptic social media posts, making the desire for a full project even greater.
• The Release: After years of delays, the album, officially titled *Music*, was finally confirmed for release in early 2025. This culminated in a definitive announcement in March 2025, confirming the release date of March 14, 2025. The album was a massive success, capturing the No. 1 spot on the Billboard 200 and achieving the biggest week of 2025 for a rap album.

The "it's time" tweet, therefore, became a historical marker for the moment the promise was first made, even if the actual delivery took over two years.

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The Legacy: 5 Reasons Why The Phrase Became Iconic

The impact of "love all my supporters it's time" extends far beyond a typical album announcement. It encapsulates Playboi Carti’s entire brand and his unique relationship with his audience.

1. It Mastered the Art of Scarcity and Hype

Carti’s strategy is built on silence followed by sudden, high-impact statements. The tweet was a perfect example of this. It was a minimal, high-signal message that required no further explanation, allowing the fanbase and the media to fill in the blanks. This scarcity marketing, where information is a commodity, is a hallmark of the Opium collective and generates exponential hype that traditional press releases cannot match. The subsequent two-year wait only amplified the anticipation for the *Music* album.

2. It Created a Shared Fan Culture and Inside Joke

For the Playboi Carti community, the phrase became an instant meme and a recurring inside joke. Whenever something was delayed, or a new snippet dropped, fans would ironically repeat the phrase. This shared cultural artifact reinforced the sense of belonging among his supporters, turning the frustration of waiting into a form of collective, celebratory anticipation. It’s a phrase that signifies both hope and the acknowledgement of Carti's unpredictable nature.

3. It Signaled a Major Artistic Shift

The "it's time" tweet was the initial formal signal that the artist was moving on from the sound of *Whole Lotta Red*. The *Music* album, released in 2025, showcased a new evolution of his sound, incorporating elements of industrial music, experimental trap, and a more focused lyrical approach. The phrase was the symbolic closing of one chapter and the opening of the next, promising a new era of music and performance.

4. It Fueled the Success of the Opium Label

While fans waited for Carti's own album, the focus shifted to his Opium labelmates, including Ken Carson and Destroy Lonely. Their success in 2023 and 2024, often through projects that were seen as a temporary fix for Carti's absence, only built more anticipation for the headliner. The "it's time" tweet was a rising tide that lifted the entire Opium collective, positioning them as the leading force in the new wave of experimental rap.

5. It Culminated in a Definitive Payoff

Unlike many unfulfilled promises in music, Carti's "it's time" eventually led to a tangible, successful product. The March 14, 2025 release of *Music* was the ultimate validation of the hype. The album's commercial and critical performance proved that the long, frustrating rollout was an effective, albeit controversial, strategy. The statement transitioned from being a source of doubt to a triumphant declaration of an artist delivering on his promise, albeit on his own timeline. The subsequent 'ANTAGONIST 2.0' tour in late 2025 further solidified the new era.

The Future of Playboi Carti and The Next "It's Time"

Now that the *Music* album has been released and dominated the charts in 2025, the music world is already looking ahead. Playboi Carti has a reputation for moving quickly once a project is out, and the cycle of anticipation is already beginning anew. The phrase "love all my supporters it's time" has transcended its original context. It now serves as a blueprint for how a modern artist can leverage mystique, social media, and selective communication to control their narrative and generate monumental success. For the fans, it's a reminder that with Playboi Carti, the journey is just as important as the destination, and that when he finally says "it's time," the world stops to listen.