The Drake Effect: Midas Touch

They say you know you’ve made it when you can be referred to by one name: Lebron, Serena, MJ, etc. Since about 2010, Drake has joined the conversation (also can be referred to as “Greatest Ever”). The singer-rapper hybrid is now a household name worldwide. Not only has he created success for himself, but he has created success for those around him. Many artist and/or producers have blown up due to what I call “The Drake Effect”. The Drake Effect is essentially collaborating in any way with Drake and reaping benefits of his superstardom. From here, we look at how this effect has taken place over the last decade.

Midas Touch

Everything Drake touches turns to gold — or should I say platinum? Almost every project released since 2010 is certified multiple times platinum. This includes albums, mixtapes, and singles. A large number of features ranging from Big Sean to The Weeknd were certified to gold or higher. With a rumored price tag of up to 1 million dollars, features with Drake are well worth the steep value. Or, if you are fortunate to be a feature on one of his songs, Drake all but guarantees you will be a star.

For example, look at (RIAA Certified 6x platinum album) Take Care. It debuted in 2011. It had features and writing credits from The Weeknd, Kendrick Lamar, Rihanna, Lil Wayne, Andre 3000, Rick Ross, and Nicki Minaj. These features played a part in how The Weeknd and Kendrick Lamar began their rise to their own form of stardom. Lamar released good kid, m.a.a.d city approximately a year later to critical acclaim — in part due to the recognition from the “Buried Alive Interlude” feature on Take Care.

The Weeknd’s case is more cut and clear in this situation. While featuring on “Crew Love”, he also wrote over half the album for himself before turning it over to Drake. This didn’t go unnoticed in the production world. Almost exactly a year later, The Weeknd (re)releases a cult classic in Trilogy, which contains the mixtapes House of Ballons, Thursday, and Echoes of Silence. And you guessed it — would go on to receive certified platinum status. This was also proceeded by a certified gold album the following year in Kissland. Ironically (unfortunately), the Take Care credit would ultimately go on to sever their relationship. They haven’t collaborated since — however, an effort is being made to reconcile. Perhaps in time for the release of Certified Lover Boy?

Other huge names Drake has played a part in exposing are The Migos (on the track “Versace”), Fetty Wap, Jhene Aiko, and the A$AP mob, namely A$AP Rocky. The Drake influence is not limited to just artist. Some producers such as Metro Boomin, “40”, and Nineteen85 have gone on to produce for other A-List Rappers.

New School Stars

More recent names that have received the Drake cosign are DVSN, Skepta, Denzel Curry, Travis Scott, Blueface, Lil Baby, and Kodak Black. All are up and coming artist — however, the cosign wasn’t as well appreciated by some.

Denzel Curry seemingly shrugs off the notion of a cosign, calling the music business and cosigns “a stupid game” rather than being strictly about the music. He could have a point considering a lot of music success is now based on streams and merchandise packages rather than the sale of physical copies.

Kodak also took slight offense to an indirect cosign of Drake dancing to one of his songs: “I heard about that, but I ain’t know what that did. But I just know that’s Drake, so… You trying to show me you fuck with me or what? We ain’t never talked on the phone though. Like, he was texting me and shit. […] Throw me on your album so I can get me some royalties,” (Complex).

Even with the friction sometimes created, Drake’s impact is undeniable. This superstar produces other stars — point, blank, period.

Not bad for Wheelchair Jimmy from Degrassi, huh?

Originally posted on Medium