Drake has admitted he was uninterested in the usual album rollout course of and wanted a “problem”.
Drake was prepared for a ‘problem’ earlier than his Iceman Livestream collection
As an alternative of the standard technique of dropping singles and music movies, Drake determined to launch a collection of cinematic livestreams for his upcoming album, Iceman, mixing music premieres with live-action storytelling and high-production visuals.
The bizarre option to preview a file felt just like the “excellent mixture of danger and reward” for the Canadian rap celebrity.
In a uncommon interview, he instructed Complicated: “I’ve been dying to behave and have been dying for a problem.
“The sport is extraordinarily calm seas proper now. No one is rocking any boat on the water and so as soon as we mentioned a livestream rollout, it simply gave the impression of the right mixture of danger and reward for me.”
The 39-year-old star continued: “I really like the chance for a clear slate of ideas and pleasure and messaging on the subject of the music. What I hate is the redundancy of this formulaic method that is ingrained in our brains from early label days. Single, video, single, video, album cowl submit, and so on.”
The Hotline Bling hitmaker was drawn to the “unpredictable power and motion” of “in actual life livestreams”.
He defined: “I believe I’m all the time able to recognising when issues are shifting and never being weirdly affected by it, not being jealous, not being thirsty, simply discovering how I can shine gentle or co-exist or make it part of our ecosystem.
“With this, I simply would research IRL streams versus the stagnant ‘bed room cam’ streams, and I really feel like IRL simply had a lot unpredictable power and motion.”
The primary episode, streamed from an ice warehouse in Toronto, launched What Did I Miss? — a moody, introspective monitor that blends icy synths with Drake’s signature melodic movement. The second episode, filmed in Manchester, featured Which One, a collaboration with British rapper Central Cee that leans into UK drill influences.
Within the third instalment, shot throughout Milan, viewers heard snippets of Canine Home, a genre-blending monitor that includes Julia Wolf and YEAT, and a remix of Any individual Loves Me with Money Cobain. The complete tracklist and launch date for Iceman stays underneath wraps for now.
Iceman will observe Drake’s collaborative album Some Attractive Songs 4 U with PartyNextDoor. It additionally marks his first full-length solo launch 2023’s For All of the Canine.
