Drake is not just a rapper; he is a brand. He has built a massive following, not just for his music but for his persona and the values he embodies. Drake’s brand is about more than just his music; it’s about his lifestyle, his attitude, and the way he approaches the world. In this article, we will examine how Drake built a cult brand following and what we can learn from his strategy.
Authenticity is key
One of the main reasons why Drake has such a strong following is because he is authentic. He doesn’t try to be anyone else or put on a front for the public. He is himself, and people respect that. As he says in his song “Started From the Bottom,” “Started from the bottom now we’re here / Started from the bottom now my whole team here.” Drake’s upbringing in a rough Toronto neighbourhood has stayed with him, and he consistently remembers his roots. He uses his experiences to connect with his fans and stay true to himself.
Consistency is crucial
Drake’s brand is consistent across all his channels. From his social media to his music to his fashion choices, everything is aligned with his brand. He is familiar with his audience and understands their expectations of him. As he says in his song “Nonstop,” “Look, I just flipped a switch (flipped, flipped) / I don’t know nobody else that’s doin’ this.” Drake is constantly evolving, but he does it in a way that is consistent with his brand.
Embrace controversy
Drake isn’t afraid to stir up controversy. He knows that people are going to talk about him, and he uses that to his advantage. Whether it’s through his music or his personal life, Drake knows how to keep people talking. As he says in his song “In My Feelings,” “Kiki, do you love me? Are you riding? / Say you’ll never ever leave from beside me.” The Kiki Challenge went viral, and Drake was at the center of it all. He embraced the controversy and used it to further his brand.
Collaborate with others
Drake is known for his collaborations with other artists. He knows that he can’t do everything himself, and he embraces other people’s talents. He has worked with everyone from Rihanna to Travis Scott to Lil Wayne. As he says in his song “Going Bad,” “It’s just a lil’ 10-piece for her / Just to blow it in the mall, doesn’t mean that we’re involved.” Drake knows how to collaborate without losing his own identity.
Give back to the community
Drake is very involved in his community. He gives back in many ways, from donating money to local charities to mentoring young artists. He knows that he has a platform, and he uses it to make a positive impact. As he says in his song “God’s Plan,” “I can’t do this on my own, ayy, no, no / Someone watchin’ this shit close, yep, close.” Drake knows that he has a responsibility to use his platform for good.
In conclusion, Drake’s success as a brand is not just about his music, but about his personality and the values he embodies. He is authentic, and consistent, embraces controversy, collaborates with others, and gives back to the community. These are all things that we can learn from his strategy. As he says in his song “Trophies,” “I’m livin’ like I’m out here on my last adventure / Past the present when you have to mention.” Drake is always looking forward, and that’s what makes him a true icon.
Sarah Wilkinson
CEO/Creative Director
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