In an era with more data than ever, itвЂ™s harder to quantify the impact. The default comparison has been the Billboard charts, but even that has comparison challenges given the changes with album bundling and other tactics. The same thing happened for Scorpion (2018), Views (2016), and other projects Drake has released in the streaming era. But that says more about SpotifyвЂ™s growth than it does about Drake. The 21-track album has already broken streaming records on Spotify and Apple Music, and will likely break more in the next few weeks. They donвЂ™t register in an era where artists fight for attention from TikTok, YouTube, Fortnite, and countless other attention-grabbing platforms. ItвЂ™s well-made, but there are no memes or buzzworthy moments from вЂњPop That.вЂќ Rappers have done music videos like that for years. The 2012 video is a posse cut with four rappers, including Drake, living large at a pool party.

(The hometown hero ended up being Travis Scott.)ДrakeвЂ™s tactics make an older music video like вЂњPop ThatвЂќ feel like an old relic. In Houston, the CLB billboard said вЂњHEY HOUSTON, THE HOMETOWN HERO IS ON CLB.вЂќ As DragonFlyJonez called out, itвЂ™s like 15 ppl this could be. The CLB billboards released in each city did the same. The cryptic ESPN announcement drove even more coverage about the album, especially given the speculation that ESPN was вЂњhackedвЂќ (it wasnвЂ™t, but the fact that some people think he did helped its case!). The Kawhi feature was guaranteed to drive traffic with the sports sites and blogs.Д®very media impression is an opportunity for an вЂњOh wow, did you see this?вЂќ buzz-worthy and sharable moment made to generate earned media and more hype for the album The same is true for the Way 2 Sexy,вЂќ featuring Future, Young Thug, and Los Angeles Clippers forward Kawhi Leonard in a Backstreet Boys-esque music video. The вЂњHotline BlingвЂќ music video and Views album cover were made to be turned into spoofs.Дrake did the same thing with the CLB album cover and its 16 pregnant emojis. For years, Drake has leaned into his ability to create memes. I would love to see the promotional agreement between ESPN and OVO Sound. ItвЂ™s another example of major artists partnering with major corporations to distribute their albums. Drake will feature his own music and select music from other artists. Today, ESPN announced that Drake will take over music duties for Monday Night Football. The Worldwide Leader in Sports is out here sharing tweets from DJ Akademiks and creating graphics of Drake as Thanos from The Avengers movies! Drake had ESPN posting out here like an Instagram hip-hop account. Sep 3: article on how athletes are excited the album is 4 social media 2 posts Sep 2: article on how LeBron James and Kevin Durant are waiting for CLB August 27: cryptic announcement on SportsCenter that CLB drops on Sep 3 ItвЂ™s a great opportunity to break down DrakeвЂ™s promotional tactics (specifically with ESPN), DrakeвЂ™s memes, and the streaming records that keep getting broken.Д¬ertified SportsCenter Boy. DrakeвЂ™s latest album, Certified Lover Boy, dropped on Friday.

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