Drake isn’t happy. Not in an existential way or anything. He’s not upset about the direction his life is heading, or about the subliminal potshots rappers keep sending his way. Nah, he’s unhappy with how his photo shoot for this magazine is going down. Which is surprising because it’s a bright, unseasonably warm October afternoon in downtown Toronto, and things were going so well.

We’re perched on the roof of the posh Thompson Hotel where Drizzy’s being photographed overlooking his city like a feudal lord surveying his kingdom. To his left are cranes modernizing the largest city in Canada. To his right is the Rogers Centre, the convertible stadium seen in his “Headlines” video.

Suddenly Drake tells the photographer to stop and calls for his manager, Oliver El-Khatib, 25, co-captain of the creative team October’s Very Own. Canceling a cover shoot at this stage would be a serious waste of time and money, but Drake doesn’t give a fuck. He wants things done his way or not at all.

What Aubrey Graham, 25, and his OVO crew are trying to build here is—excuse the cliché—a Toronto movement.

“For Drake we have these budgets where we can do videos and shoot photographs by whoever the fuck we want, the hottest guys in New York or L.A.,” Oliver explains. “But I’d rather take Hyghly and Lamar, two kids who are 20 years old... I’d rather build up their portfolios and help them get on and do this video. So now they’ve done ‘Marvins Room’ and ‘Headlines,’ and hopefully they can do more videos. They shot all Drake’s album artwork.

“We have this little fun factory in Toronto where there’s music being made, there’s art being done, videos being made, we’re starting to work more on our clothing,” Oliver says. “It’s kind of fun, you know? We’re giving opportunities to kids who deserve it... It’s different because everything we’ve done has worked.”

“There used to be a conversation in the Toronto hip-hop scene,” says producer Noah “40” Shebib. “You would [ask] on a regular basis: Who do you think is goin’ to do it? Do you think it’s even possible? Do you think a Canadian rapper could ever blow up in America? That conversation doesn’t get had anymore.”