NBA All-Star Weekend, the mid-season and winter extravaganza where the biggest stars on the hardwood link with the biggest stars in entertainment for basketball, parties and everything that falls in between. This year’s game in Toronto is the farewell for Kobe Bryant, but there is another superstar, not of the basketball world, who knows this is his time to shine and is taking advantage of the location: Drake. If the connection hasn’t caught you by now you should check your entertainment pulse.
Drake is the King of Toronto, The 6ix, The North, whatever nickname you want to place on the city that runs north of America’s border. So much so, the Toronto Raptors acknowledged it and made him the ambassador for their team. In a time where Drake’s popularity couldn’t be any larger and he is releasing his next album, which carries the nickname he has given the city in Views from the 6, this weekend is even bigger for him than it is for The Black Mamba. And guess what? Drizzy knows it.
The master of anticipation, the curator of catchy content, Drake knew the spotlight on Valentine’s Weekend in sports and entertainment would be in his domain and what does he do? He brands everything. He will be coaching in the celebrity game, you can bet that he will be in his courtside seats, Gucci Row, for the game and the dunk contest and you can bet that every party will feature him or some piece of his presence.
Let’s analyze Drake’s business moves so far: released a single earlier this month that will blaze through stadiums and parties alluding to his album, partner up with Jordan Brand to release a OVO special edition Retro 10 that has more hype than a Nike Air branded Jordan Retro 4 dropping the same day, make his presence felt before any other rapper or baller that doesn’t wear a Raptor jersey can arrive and when they arrive what is the first thing that they will see? A reminder that the 6ix God is watching when they’r picking up their bags. Not to mention he was just handed the key to the city, as if he didn’t already damn near own it.
When you are driving over to your hotel, Views from the 6 is plastered above your head, Drake will be everywhere. Long story short, Drake saw his opportunity, pounced on it, and is flexing because he knows his brand, he knows the arena he has, and he is just as much a branding genius as he is a musical genius.
Good luck to the rest looking to keep up.