These six marketing tactics have worked for Drake — why not for you?


TwitterIcon-36x36  InstagramIcon-36x36  GooglePlus-36x36

Whether you are well versed in hip-hop culture, or if you seldom listen to rap — you may know it is one of the best-selling genres in the U.S., according to the Recording Industry Association of America.

Hip-hop’s popularity is no coincidence – especially, if you look at it from a marketing communication angle.

Drake, also known as “Drizzy,” is among the most influential names in hip-hop today. He may not even know it, but the rapper, singer, and Degrassi alum consistently uses proven marketing concepts to his advantage.

It’s likely you are now thinking, “What could Drake possibly teach me about marketing?” I, an avid Drake fan, will break down the approach which has, conceivably, contributed to making him one of the most significant names in the music industry today.

Grows fan base by venturing into new waters

Drake doesn’t limit himself to being a rapper. He has, arguably, propelled himself into mainstream superstardom by dabbling in different fields such as singing, acting, serving as the Global Ambassador to the Toronto Raptors, and now, by adding ESPY’s host to his resume.

Drake isn’t afraid to take risks, a desirable trait in any industry.

Effectively targets diverse audiences

Mass appeal is also one sign of a great marketing strategy.

Drake’s allure doesn’t only speak to one race, nationality, ethnicity, or gender. If you ever happen to attend one of his concerts, you will find people from all walks of life.

Drake’s own appeal to emotions also transcends in an allure to women. With lines like, “I never had you, although I would be glad to/I’d probably go and tattoo, your name on my heart,” from 2009’s “Houstatlantavegas,” it’s easy to see why some women love him so much, in my opinion.

Practices social responsibility

Some marketing and PR pros may not think that being socially responsible is important to long-term success. We, of course, disagree with this notion.

Drake disagrees as well.

Part of being a good person, and a good marketer, involves being a socially conscious person.

During Drake’s Houston Appreciation Week, the only way fans could get tickets to his next show was to volunteer their time to a variety of charitable causes. No tickets were available for purchase. This not only encouraged volunteerism, it also rallied fan enthusiasm and loyalty in a beneficial way.

Creates dynamic phrases that stick with consumers

One phrase Drake is widely known for is “YOLO,” or “You Only Live Once.” He notoriously coined the term in 2011 with “The Motto.” The benefits of your original catch phrase becoming overused clichés can have endless branding possibilities.

It also doesn’t hurt to have people who you’re not paying essentially advertise your music and brand for you with amateur Photoshop designs and hilariously overly emotional memes.

Engages audiences and drives consumer loyalty

One of the more unnoticed marketing strategies Drake applies is really quite genius. While other artists wait until album time rolls around to release new music, Drake will release songs out of the blue.

Unexpected songs year-round are among one of the reasons Drake remains relevant, as he is always in the forefront of his audience’s minds and ears. Since May 2014, Drake has released “Draft Day,” “2 On,” and “0 to 100.” Which brings me to my next point…

Strong content creates a loyal following

Great songs are akin to great content, from a pubic relations and marketing perspective. In the songs listed above, Drake raps prolific lyrics with a fierce flow. Even if you don’t like Drake because you don’t listen to hip-hop, it would be difficult to argue his tremendous influence in the genre.

Theoretically, it’s as simple as having great content to be successful.

All these points are a part of what have made Drake one of the most significant musicians, not only in the rap game, but in all of music.

It’s worked for Drake, why not for you?

By Sarah Oyarce, @sarahhhroof

Leave a Reply

Your email address will not be published.