When an artist can command 200 million followers on one media platform alone she literally has the whole world in her hands. She is releasing her 6th album only has decided to do so with some intrigue. The decision by her to tease her followers by releasing cryptic messages of when her release is going to be. Has them spellbound with speculation especially as she has released two dates on a computer screen. This, of course, has them guessing that there will be a release of a single before the release of her album. It is a clever way of getting extra publicity before the launch while building up suspense.
Obviously she is not the first or last to use such techniques only it does not make them any less effective.