I trouly believe that it was a marketing strategy.
It’s obvious that she got a huge potential to get really popular.
The problem is: if she get famous in a short time, her success will be ephemeral.
Staying on the underground a little bit more will make her sucess get longer. She will got baggage.
She won’t lost fans like she would with the fast fame.
She got a lot of marketers behind her. Not difficult to imagine.