The music industry is consistently changing and impacting the ways artists can profit in this business. With music streams rising and sales decreasing, many artists have realized the importance of selling merchandise and putting a stronger focus on it with occasional pop-up shops. In just the last few months, we've seen widely successful pop-up shops from artists like Frank Ocean, The Weeknd, A Tribe Called Quest, Kanye West, and more.
For the most part, these pop-up shops usually last for a very short time, offering limited amounts of merchandise to eager fans willing to wait in long lines. However, Drake has made more permanent efforts by bring flagship OVO stores to Toronto and Los Angeles. This month, Drake brings the brand's third flagship store to New York City.
Before its launch on December 10, OVO shared a preview video to help welcome the brand to the city. The Ben Solomon-directed video shows scenery of famous locations around New York City and features narration from Jamaican dancehall artist Chi Ching Ching.