It's PR that's working very well but you just don't get to see it. If you read the article, why makes sense. His new album and the associated concert have a fall theme with autumn in the name.

The bland as fuck white-girls and yoga-chick types who love those crappy drinks are also far more likely to listen to this fucker. It's mass appeal for all these future Karens who are now happy that they 1, got their shitty lattes sooner; 2, got it served by the singer who writes all their shitty pop songs; 3, are now aware and have a stronger memory regarding this upcoming tour.