An episode of that radio program airing in itself is a marketing exploit as it only airs a broadcast every fourth Saturday. Fake tracklists and release countdowns along with notes on Instagram have been used to create hype around the upcoming work. Almost every album he has released has been preceded by a "leaked" track list. Whether the songs that appear on the list are even legitimate does not matter because it sparks the public's interest to see what the album will sound like but also what other artists may be featured. In past occasions, fake websites have even been implemented. The most famous of this instance occurred when a website called mysteriously popped up online. The layout of the site was very simple, containing only Drake and his rap counterpart Future names across the top with links to their respective websites and a large timer filling the screen that was set to expire on September 18th at 11pm. It turned out that both the timer and album name were false, but the results were powerful. The collaborative album between Drake and Future, titled What a Time to be Alive, released 2 days later on September 20th. The album had 375,000 sales in its first week which is even more impressive considering it was only officially announced a day prior to it's release date. This feat shows the power behind building hype for his new work. Even though everything prior to the album was not correct, it got the public talking and waiting to see what Drake would give to them next.Ĭapitalizing on his brand influence, Drake frequently showcases his new album through OVO Sound Radio on Beats 1 (an Apple Music exclusive service) prior to making it available for download or purchase. In the early days of Aubrey Graham, albums like So Far Gone and Thank Me Later were released with minimal build-up, but were extremely successful because he was still relatively new to the hip-hop scene which meant that fans were constantly excited to see what he was able to do next. As he became an icon in the music industry, the excitement of something new began to wear off so he needed to adapt to his current situation to continue to make fans eager for his next project.ĭrake has used deception on multiple occasions as well. What makes this even more impressive is that he has not limited himself to only one way of doing this, but rather has adapted to the culture and music environment at the time. With More Life officially dropping this past Saturday, it's only appropriate to look into the success Drake has had from a marketing and PR perspective when it comes to releasing new projects. Love him or hate him, Drake has proved himself countless times to be amongst the best in the music industry at creating excitement surrounding his music.
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