Drake and 21 Savage's Album Stunt Called Out Music Marketing – Adweek

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When Drake and 21 Savage dropped their highly anticipated collaboration “Her Loss” in November, fans expected elite beats, playful raps and a megawatt duo looking to parlay the success of a No. 1 single into an enjoyable long-form album.

What no one expected was a subliminal diss of stale marketing strategies in the music industry.

Rather than give interviews or a live performance to promote the album, Drake, 21 Savage and their teams concocted a marketing rollout using their own platforms.

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On Jan 25, join experts at Adweek Outlook 2023, a live virtual event, for trend forecasting, tips and tools. Register Now.
When Drake and 21 Savage dropped their highly anticipated collaboration “Her Loss” in November, fans expected elite beats, playful raps and a megawatt duo looking to parlay the success of a No. 1 single into an enjoyable long-form album.
What no one expected was a subliminal diss of stale marketing strategies in the music industry.
Rather than give interviews or a live performance to promote the album, Drake, 21 Savage and their teams concocted a marketing rollout using their own platforms.
New Year Offer: Use Promo Code "SAVE25NYE" on an Annual Subscription to Save 25%
View Subscription Options
Already a member? Sign in
Rafael Canton is Adweek’s breaking news reporter for brand marketing.
Adweek is the leading source of news and insight serving the brand marketing ecosystem.

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