Drake just took album rollouts to a sub-zero level. On Monday, the 6God officially declared that his long-awaited album, “ICEMAN,” was near.
In a move that feels like a throwback to the creative marketing eras of the past, Drake hid the release date for his new project inside a massive block of ice in the heart of downtown Toronto.
The stunt kicked off when coordinates 43°39’21.4”N 79°22’40.0”W started circulating online, pointing fans directly to the frozen blocks. It didn’t take long for the city to pull up and show out. The scene quickly shifted from curious onlookers to a full-blown mission. Desperate to know when the project drops, some fans even brought flamethrowers, determined to burn through the ice and find the truth.
@mauriesherman I hit up the giant ice block downtown — part of the rollout for Drake’s upcoming album Iceman. And I got a piece of #Drake’s ice! 🧊 #Iceman #Toronto #AlbumRelease #ChampagnePapi ♬ original sound – Maurie
Social media is hype, not just for the music, but for the effort. In an era of online only drops, fans are happy to see artists bringing back creative promos that people can actually experience. The countdown is officially on and Drake definitely knows how to keep the world watching and waiting.
You dumbasf