Southern rap superstar Rick Ross is using tactful marketing strategies to push his upcoming album, Teflon Don.

According to Billboard, Chris Atlas, Senior Marketing VP of Def Jam, the label is backing Ross’ upcoming album to the fullest. “We took the fact that he had so many people working with him on the record and captured it on film and video, which we are releasing around the web,” Atlas states.

“Rick has been working non-stop since the last record feeding stuff to his lifestyle and street base. He’s put out three or four mixtapes, and there is constant messaging to his core.” 

The Miami rapper is currently on a 10-city promotional tour and making club and radio station appearances. Atlas adds that Ross is starting to work with brands, due to his recent joint venture with Sean “Diddy” Combs.

“We’re opening him up to working with brands,” Atlas says on behalf of Def Jam Records. “He did some smaller stuff before, and he’s been doing some things with Ciroc [a vodka brand Combs endorses]. But now he’s starting to attract attention from some bigger names. For instance, he’s using the nickname ‘Ricky Rozay,’ so some champagne brands are expressing a desire to do something.”

Since Ross has recently formed a successful partnership with Diddy, it has taken him to another level in his career. Ross is learning a lot of valuable approaches to the business endeavours that he is working towards.

“The experience and the knowledge that Diddy possesses is priceless, the relationships that he’s accumulated over the last 20 years are priceless for a young artist such as myself. We developed a mutual friendship. We just stayed in contact. I was calling him for advice anyway. He was doing it for free…He was doing so many different things for me on that level…I expressed my interest in developing and designing my own clothing label. I expressed interest in branching off into liquor endorsements, book deals. I’ve yet to headline my own major tour yet, which I’ve never had a problem with, because I love the intimacy of clubs. I love when I can run in the club with 2,000 people in there, and I can look the majority of them in the eye and make sure they feel Rick Ross and understand what Rick Ross brings to the game,”  Ross expresses to MTV in a recent interview about his new relationship with Diddy.

Rick Ross’ album Teflon Don hits shelves on Tuesday, July 20th via Def Jam Records.