Album release strategies are getting crazy. Some artists and labels are going all out to build hype around upcoming releases, but Run The Jewels kept things simple for their new album, RTJ3. Originally slated for a January 13 release, the duo (Killer Mike and El-P) dropped it three weeks early, giving it away on Christmas day for free. You can listen to RTJ3 here, and download it for free on the official Run The Jewels website.

A new Portlandia sketch reveals that the plan wasn't always so simple, though. Before they decided to just drop a free album without warning, they contemplated several other ideas which involved death, a baby who fell down a well, and poop. Watch the sketch above.