Drake founded the record label October's Very Own (OVO) in 2006, taking the label's name and owl logo from the fact that he becomes active at night like an owl. Owls symbolize wisdom, implying Drake's music has deeper meaning. OVO Fest is an annual concert in Toronto hosted by Drake since 2010, held on the civic holiday weekend and featuring special music guests. The purposes of OVO Fest include attracting a wide range of entrepreneurs and creators, as young people are essential to the business models of companies like OVO and RBC that sponsor the festival. Promoting OVO Fest through social media is effective due to the targeted age group's regular social media use.

1. Xiaoyu Zhou

2.  The label's roots : 2006, where Drake's first
official mixtape, was released under the
unofficial record label, "October's Very Own".
 "October's Very Own”, and the fact that the
OVO logo features an owl , the two “O”s look
like owl eyes, while the ‘V’ is the beak.
 Owls are nocturnal creatures , similar to Drake,
that at night he “comes alive”.
 The owl symbolizes wisdom, which may imply
that Drake’s music has a deeper meaning to it.
Personal Opinion:
 The label is easy to remember, my friends and I
started to know OVO because of Drake’s
talented music.
 We started to like the name brand because we
try to become a part of “cool kids”

3. WHAT IS OVO
FEST?
 OVO Fest is an annual concert
hosted by Drake in Toronto that
began in 2010.
 Held on the Civic Holiday
weekend in the city, which coincides
with the Caribbean festival.
 OVO Fest is known for
performances from special music
guests.
Personal Opinion:
The Fest is one of the most popular ways to get
young people together to share the power of
music, to enrich their lifestyles, to follow their
their dreams, and to be part of an amazing and
unforgettable experience. As a young person, I
love to connect with people and the music around
us.

4.  Goals: Aiming to elevate the next generation of entrepreneurs
Create more affinity with younger customers interested in music and lifestyle
 Target audience: GTA youth between the ages of 18 and 29.
 RBC & OVO campaign: a mix of traditional and progressive tactics.
 Cryptic billboard messaging (“Live it,” “Earn it,”) downtown in popular thoroughfares, and
people took pictures to post on social media.
Personal Opinion:
I believe that these Fest are a great way to see current new artists and to be inspired from their music.
The partners and sponsors such as RBC need to exhibit and promote the Fest through their clients and
business partners because their impact. Provides a positive results for the Fest.

5. What Are The Purposes?
 Fest attract a wide demographic of entrepreneurs and creators.
 Young people are the future for each company, essential element in the business model.
 The one of the best common things is chasing new ideas and information to success, whether
the person is an athlete, student, artist, or a globally-recognized institution like OVO or RBC.
 OVO Fest is one of chances to curate a relevant educational experience for all the like-minded,
driven young Canadians who are passionate about careers in music, sports, arts, and
entertainment.
Personal Opinion:
Promoting through social media is very powerful because young people follow social media
regularly. Using the most popular social platforms for the targeted age is most effective. Creating
Hashtags, live videos, include all promoters and influencers when advertising the Music Festival.
Today social media is very powerful and the best way to build up the momentum.