Well this is new. After putting up a pre-order link for Jay Rock’s upcoming 90059 album with a release date of August 2016, Top Dawg CEO Dangeroo Kipawaa announced how the release date will be moved up the more pre-orders the album gets:
It’s a strange, if refreshing, tactic. We see artists petition fans for pre-orders all the time, but not in service of moving up the actual release date.
More than likely, this is just a ruse to push album sales. Knowing how many people buy albums today, it’d be wiser to stick to a pre-established release date and use this as a promotional strategy instead of actually relying on pre-orders. Otherwise the album would probably never come out.