Drake Research Paper

Over the past decade, there have been few artists as successful and world-renowned as Drake. The Toronto based artist has cemented himself in the industry with no signs of slowing down anytime soon. Known for representing the city of Toronto and Canada, Drake has made it his goal to express Toronto and his Canadian identity through his music. With time, or as his popularity grew, Drake transformed from a local figure to a worldwide icon representing his OVO Sound label on a global scale. Former Degrassi star, Aubrey Graham entered the music industry under the alias, Drake, in 2007. Only two short years later, Dwayne Carter Jr. - known as Lil Wayne of Young Money Entertainment, signed him to his label. There were many ups and downs while working

As Nick Krewen states, “his sense of loyalty and devotion to T.O. and his hometown collaborators is refreshing.” (Krewen 2014, 19). In the fall of 2013, Drake signed a deal with the Toronto Raptors to become their Global Ambassador. This contract seemed like the ideal situation as the Raptors were in need of a culture shift and Drake sought methods of globalizing his brand. Change is always good, “or at least the appearance of change, is vital to the dynamic nature of the entertainment industry. Consumer interests have limited lifespans. The same old products offered again and again inevitably results in declining audiences.” (Burnett 1995, 5). Although Toronto, and Canada in general, is known for its love for hockey, this move allowed Drake to be apart of the development of basketball in a country where it is on the rise more than ever. In the music industry, “the global repertoire of the major labels no longer represents the culture of a certain country but is fed by different sources.” (Gebesmair 2016, 2). Through the partnership with the Raptors, Drake was able to find a new, relatively unknown source and grown with it. The deal ended up generating a change that benefited both parties as the Raptors became a more popular team and Drakes status grew throughout Canada. The pact with the Raptors has been one of many

This was Drakes next venture. Create a clothing brand for his current following to connect with him in another way and attempt to lure a new audience with potential interested in his music. OVO Stores were opened, beginning in Toronto and eventually in New York and then Los Angeles where his predominant fan base resides; but to grow his status further, Drake had to think globally. Near the end of 2017, a fourth store was opened in London, England, an attempt to expand globally and catch the hearts of music lovers in Europe. In Toronto, “a certain ‘culture’ had been established which had a high influence on local subsidiaries and hence on the production of music.” (Gebesmair 2016, 2). This form of culture is what Drake wanted to bring and grow within Europe, to further magnify himself and OVO Sound. Moreover, Drake wanted to not only enter the European fashion world but also the underground hip-hop community. On his 2017 album release “More Life”, Drake featured multiple British artists such as Skepta, Giggs, Sampha and Jorja Smith, all in an attempt to ooze from the headphones of Europe’s hip-hop listeners. As Amara Pope expresses, “Drake is uniquely positioned to capitalize on these cultural differences to create a ‘global brand’. Many people of different social, economic, racial, religious, and cultural backgrounds, who either adore