An analysis of Drake's online presence through various social media channels and music streaming platforms.

2. DRAKE

3. 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

4. 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

5. DRAKE

6. DRAKE

7. Drakes‟ 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
DRAKE

8. Audience
DRAKE
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

9. Mainstream
DRAKE

10. Engaging & Meaningful Content
Blog
http://www.octobersveryown.com/
Free Drake/OVO Music
DRAKE
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.

11. Engaging & Meaningful Content
DRAKE
Drake 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)

12. Crossing Into the Physical Space
DRAKE
Drakes 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.

13. Crossing 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.
DRAKE

14. Lack 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.
DRAKE

15. DRAKE
Overall 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