Which artist pioneered the 'surprise drop' digital album release strategy in 2013, changing music industry product launches forever?

The music industry has evolved dramatically in how artists release new music. Gone are the days of simple album drops with advance singles. Today's product launches in music involve complex, multi-platform strategies that can revolutionize an artist's career and set industry trends. This trivia question focuses on one of the most innovative album launch strategies that changed how the music industry approaches digital releases.

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Beyoncé with her self-titled visual album
Radiohead with 'In Rainbows' pay-what-you-want model
Drake with 'If You're Reading This It's Too Late'
Taylor Swift with '1989' exclusive streaming rights