the.com/buildup
The slow accumulation before the moment, whether of tension, plaque, or hype.
means A gradual increase or accumulation of something over time, or the anticipatory lead-up to an event.
from From the verb phrase build up, the act of constructing piece by piece, fused into a noun by the early 1900s when things started piling up faster than language could.
Drama useCoined in theater for rising tension before a payoff.
Double lifeMeans hype and grime in the same breath.
Marketing fuelTrailers exist purely to manufacture buildup.