FANDOM & AUDIENCE

ENGAGEMENT

Drake: Canada’s Own

DRAKE

Name Aubrey Drake Graham

Born October 24, 1986 Toronto, ON

Genre Hip Hop + R&B

Labels OVO Sound + Young Money, Cash Money

Discography

- So Far Gone (2009)

- Thank Me Later (2010)

- Take Care (2011)

- Nothing Was The Same (2012)

Other Global Ambassador for Toronto Raptors (NBA)

DRAKE

Website http://www.drakeofficial.com/

http://www.octobersveryown.com/

Twitter https://twitter.com/drake

- 14.2M Followers / 1,525 Tweets

Facebook https://www.facebook.com/Drake

- 32.7M Likes

YouTube http://www.youtube.com/drakevevo

- 671M Views / 2.07M Subscribers

MySpace https://myspace.com/drake

- 1.8M Connections

SoundCloud https://soundcloud.com/octobersveryown

Clothing http://www.octobersveryown.com/

DRAKE

DRAKE

DRAKE

DRAKEDrakes’ record label, October’s Very Own, features a blog that has content

uploading by

Drake, his DJ/producer, various friends or his manager.

Other than Drake’s own social media channels and websites there are a variety

of

fan created social feeds and websites that all centralize the latest and greatest

in

the world of Drake.

Fan Maintained + Developed Content

‘Official’ Drake Fansite http://wordonroad.net/

News Aggregator Website http://www.drizzydrake.org/

News Aggregator Twitter https://twitter.com/drizzydrake

Audience

Drake has undoubtedly found his audience. He is not a niche artist. His mainstream

growth and appeal has turned him into a world renowned musical act that attracts a loyal

and diverse fan base across the globe. He speaks, they listen. Some of the facts below

speak to just how big his audience is.

• 5M+ record sales worldwide

• $42M grossing worldwide tour in 2012; Club Paradise Tour

• 12 #1 singles on Billboard’s Rap Songs chart (record)

• 32M Facebook Likes

• 14.2M Twitter Followers

• 671M YouTube Views

DRAKE

DRAKEMainstream

DRAKEEngaging & Meaningful

ContentBlog http://www.octobersveryown.com/

Free Drake/OVO Music https://soundcloud.com/octobersveryown

Drake goes a good job of posting free musical content from both himself and the artists from

his record label on his blog and their official SoundCloud account. On Twitter + Facebook he

posts behind-the-scenes pictures and videos that provide fans with unique access. He posts

honest messages on relevant topics, song lyrics and announces important dates. Drake is not a

frequent poster on social media and rarely ReTweets or messages his fans back.

DRAKEEngaging & Meaningful

ContentDrake continually crosses the boundaries of being just a musician. He looks for innovative ways

to reach his current fan base and also new potential fans. For example;

- Hosted Saturday Night Live (2014)

- Cameo in Anchorman 2: The Legend Continues (2013)

- Voiced acted in Ice Age 4: Continental Drift (2012)

DRAKECrossing Into the Physical

SpaceDrakes main crossover has been with his clothing line, named after his record label;

Octobers Very Own. Drake started a clothing company that has continued to grow

annually. He has formed partnerships with Roots, the Toronto Blue Jays, the Toronto

Raptors and more. The brand is perceived as high-quality and exclusive due to the limited

edition status of the products. This has made his logo and personal brand more and more

visible.

DRAKECrossing Into the Physical Space

One of the most unique initiatives I have seen from a musician

in an attempt to generate buzz and conversation was from

Drake. Drake had a billboard raised just off the Gardiner

Express Way, Toronto’s busiest highway, with the lines

“Started From the Bottom” and his OVO logo. These lyrics are

the title of his hugely successful single. This billboard was seen

by millions of eyes.

DRAKELack of Consistency + Engagement

Drake definitely would be described as an avid poster or user

of social media in comparison to other artists. He rarely

ReTweets or responds to fans despite the 1000’s of mentions

and messages he must receive daily. Drake is one of the most

popular and recognized artists in the world, this allows him to

not rely on social media as a means of growing his fan base or

products like other artists may have to. He does however

reward his fans with free music and some unique behind-the-

scenes pictures frequently.

DRAKEOverall Online Presence

Pro Con

- Visible across multiple social channels - Not overly active on social media

- Frequently provides free music for fans - Rarely engages fans one-on-one

- Owns his own record label and uses his clout and reach to promote his artists and their products

- Majority of posts on social media are random and unspecific to rewarding or connecting with fans

- Continually builds and diversifies his brand then utilizes his online channels to market to fans

- Has become so popular and globally renowned he doesn’t really need or rely on social media

- Cross promotes his endeavours on all channels

- Has deleted some Tweets due to outbursts/no-filter