As a highly visible pop star, Drake has the power to give new artists a whole lot of exposure. His approach varies, from social media cosigns and Beats 1 plays to inviting them on-stage or even signing them to his OVO Sound label. Artists like 21 Savage, Kodak Black, Skepta, PartyNextDoor, D.R.A.M., Popcaan, iLoveMakonnen, and A Boogie Wit Da Hoodie have reacted in different ways to Drake's support, and this whole debate is set to come back around with the release of Drake's More Life.
Producer Nineteen85 told Billboard about the project, saying, "That's why [Drake's] trying to call it a playlist because he has a bunch of people in a space, hanging out.... He's so aware of what everybody else is doing musically that he likes to introduce new music and new artists to the rest of the world."
So, how much will Drake's More Life playlist help the artists on it? And is Drake's support genuine or is he simply trying to use these artists for his own benefit? Jinx investigates.