Drake

Drake’s Brand Story
#StartedFromTheBottom
A Presentation By:
Andres Arcila, Daniel Brown, Denisee Edwards, Brittany Martins, Angelica Munoz, Kelly Nie, Koren Whisnant.

Who is Drake?
Born as Aubrey Drake Graham.
Made his debut on the popular Canadian TV show Degrassi.
His first mixtape was released solely through his website and
through MySpace in 2006.
In 2007, Come Back Season was released, his second mix tape,
in which Drake’s popularity began to rise.
Even before being signed to a label, Drake worked with big
named artists like Lil Wayne, Jay-Z, Kanye West, Mary J. Blige,
and Jamie Foxx.
In 2009, Drake finally was signed to Young Money/Cash
Money Records.
Today, Drake has sold over 5.8 million records in the US
alone.

SWOT Analysis
STRENGTHS:
Wide range of fan demographics.
Introduction of new, popular artists under his label.
Huge social media following/Accessible on almost every platform.
Capability of crossing over to other areas of entertainment (TV,
Fashion)
OPPORTUNITIES:
Expanding the OVO Brand (OVO Sound, and OVO Clothing
line)
Expanding his music internationally through collaborations with
other artists and global music festivals.
Attracting even more of a fan base through TV ads like T-
Mobile, and through other collaborations like with Rihanna.

SWOT Analysis
WEAKNESSES:
Constantly competing with other top named artists like Chris
Brown, Kanye West, Kendrick Lamar, Meek Mill.
Music definition, straying too far off from traditional hip-hop.
Categorizing his music by only sticking to one sound.
Not having a SnapChat.
THREATS:
Artist feuds with Meek Mill, Tory Lanez, Tyga.
Decrease in music sales due to free streaming websites like Pandora
and Spotify.
Tidal, an online streaming website and its potential of being “the
next big thing.”
Losing credibility as an artist if he stops writing his own music.

4 Social Zones – Social Community
TWITTER: 29.1 mil. followers
Posts when songs, videos, and
clothing line drops will be released.
Retweets when he’s mentioned in
other tweets, like Apple Music, T-
Mobile, OVO.
Also likes to post funny tweets,
referencing online memes to relate back
to fans.

4 Social Zones – Social Community
INSTAGRAM: 21.4 mil followers
Posts are more exciting, usually
involve stills from music videos and
concerts.
Heavily promotes his OVO
fashion line.
Just announced a “pop up”
shop in NYC for “Views”.
Posts are generally more
relatable and personal.

4 Social Zones – Social Entertainment
BUZZFEED: 468.4 million global visits a month.
“Can You Match These Petty Drake
Lyrics to their songs?”
Participants are given 13 songs by
Drake and are asked to guess which
song it is, then are given a grade.
The results can be posted onto
Facebook, which is yet another
way to involve multiple social
media sites all back to Drake.

4 Social Zones – Social Commerce
APPLE MUSIC:
Apple music subscriptions- 3 month free trial period; $10 per
month
11 million subscribers
Signed a $19 million contract with Apple to be a guest DJ
OCTOBERSVERYOWN.COM:
Sells t-shitrts, sweaters, bottoms, jackets, headwear and
accessories.

Target Market/Persona
TARGET MARKET:
Males & Females aged 16-30 years old
PERSONA: MARCUS COLLEGESTUDENT
21 years old, avid Drake listener.
Into urban street wear, relatively big social
media following.
Is the type to listen to Drake at parties/in the car.
Potential to introduce Drake to more people.

INFLUENCERS
LOW OPINION/HIGH INFLUENCE:
Taylor Swift – Music Competitor
69 mil. IG followers. Posts daily, posts have personal
appeal.
Not a vital player in Drake’s immediate market.
Competitor because she also dominates her music field.
Influences/Connections to Drake: album sales,
social media following, digital media presence.

INFLUENCERS
HIGH OPINION/HIGH INFLUENCE:
DJ Khaled – Social media competitor.
Producer, radio personality, DJ, label executive.
Markets everything he does on social media:
Clothing, endorsements (croc, apple music).
Influences/Connections to Drake: Threatens Drake
to post more frequently, could potentially take away
his social media following since Drake does not have a
Snapchat and DJ Khaled does.

INFLUENCERS
LOW OPINION/LOW INFLUENCE:
Meek Mill: Industry competitor
Direct hip-hop competition
Called out Drake for the use of a ghostwriter on his
feature for his album
Came out with “diss tracks” on Drake/Drake
responded with his own “diss tracks”

INFLUENCERS
HIGH OPINION/LOW INFLUENCE:
Lil Wayne/The Breakfast Club (105.1)
Drake’s mentor of music/the biggest syndicated
radio in the Northeast
Both social media platforms are industry related,
both with personal postings
The Breakfast Club does all social media
marketing for radio guests, upcoming interviews, and
clips of the shows

Our Proposal/Recommendations
HOW DRAKE CAN MAKE MORE MONEY:
Downloading Snapchat and using it towards his advantage by
promoting albums, posting song snippets, giving pop-up shop hints,
relating to fans on a more personal level.
Teaming up with DJ Khaled, featuring himself on DJ Khaled’s
Snapchat, to promote albums, relate and expand to DJ Khaled’s fan
base.
Utilizing Instagram more by posting more videos of him at shows,
promoting upcoming tours, behind the scene shots with other popular
artists.
Expanding/exposing his OVO brand more by emphasizing it more
on Instagram & Snapchat. Have giveaways of a couple t-shirts to
establish customer loyalty.

WHAT IS IT?
Our made up hashtag that Drake can utilize in any promotional
IG posts, tweets, and Snapchat updates
It emphasizes Drake’s underdog story, and also references song
lyrics in his song “Started From the Bottom”
Our video “Started…” is a depiction of just this: A video of
Drake’s story from the beginning to where he is now. This video can be
used as an introduction to his 2016 OVO Fest. Fans can indulge in his
success, and revel in what’s to come.

Drake

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