Same way all the culture vultures do it. Corporately.
He's on Republic. It's mostly a Rock and Pop label, with funds being funneled through Universal. So they have the kind of budgets to pay for the best writers for him, his production budgets are going to be sky-high and he's going to get everything charged right back to him in the 360 deal he has. But he's pulling in so much bread, that he can still see a nice payday after everything is recouped. There was an article out a few years back about how Republic was paying radio to play his songs, and influencers to promote his records on social media. His following wasn't exactly organic. He's part of a machine that's going to make sure he succeeds.
That's how the vultures get down. They're not going to be grinding for years. They're going to spend to make sure the artists take off.
This.
And you don't even need to know the background to be able to see what's going on cause his music sounds so fukking manufactured.
But I guess that's all just "my opinion". I hope his defenders on here are getting part of the promo cut.