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in which the columnist weighs in on hot topics in culture.
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<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
I am a known Drake apologist, despite his antics, insane outfits, selfie face, and near-constant shilling for Stake, an Australian-Curaçaoan
<a style="text-decoration: underline; color: #000000;">
online casino
</a>
; his hits are simply undeniable. The songs harken back to a better time when hip-hop dominated the charts, and the music was fun, before everything became mumbling and boring, when a song had to have actual mass crossover to work. I was at the second OVO Fest in Toronto, going cross-eyed on too much
<a style="text-decoration: underline; color: #000000;">
weed
</a>
, chocolate, and Xanax, losing my mind side-stage when he did “Crew Love” with
<a style="text-decoration: underline; color: #000000;">
The Weeknd
</a>
. When his
<a style="text-decoration: underline; color: #000000;">
collaborative album with Future
</a>
,
<em>
What a Time to Be Alive
</em>
, came out in 2015, I have vivid memories of playing it in a black Chevy Monte Carlo rental car, smoking a hog leg, speeding through Laurel Canyon. I stayed up until midnight in a hotel room in Austin in 2016 to hear him premiere
<a style="text-decoration: underline; color: #000000;">
<em>
Views
</em>
</a>
on OVO Sound Radio on Apple Music. He had a chokehold on popular culture in a way we might never see again.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
Times have changed. NBA Youngboy is one of the biggest rappers on the planet, but most people, even devout hip-hop fans, don’t know his music well, because his rise to prominence took place on YouTube, not terrestrial radio or even the dominant streaming platforms. He can sell out arenas with ease, but his cultural impact is comparably quite small. The rap drought started in October of 2025 when
<a style="text-decoration: underline; color: #000000;">
Kendrick Lamar
</a>
and
<a style="text-decoration: underline; color: #000000;">
SZA’s
</a>
13-week Billboard Hot 100 No. 1 ‘Luther’ fell off the Hot 100, after which there were officially no rap songs in the chart’s top 40.
<a style="text-decoration: underline; color: #000000;">
Kanye
</a>
can still sell tickets and merch to incels, but no one is checking for
<a style="text-decoration: underline; color: #000000;">
his new music
</a>
. Half the good rappers from my generation have become successful podcasters.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
I am not going to wax poetic about
<a style="text-decoration: underline; color: #000000;">
the Kendrick Lamar and Drake kerfuffle
</a>
; we have all heard enough, but no one seems able to move on. At the
<a style="text-decoration: underline; color: #000000;">
Grammys
</a>
, when Trevor Noah made jokes about it while standing next to Kendrick, who was nominated for several awards, you could feel the world cringe. Kendrick, who is considered by many to be one of the all-time greats, will forever be remembered as the guy who had suburban teenagers calling Drake a pedophile on TikTok. And Drake didn’t do himself any favors by suing his label, UMG, claiming that the label participated in defaming him by publishing and promoting Kendrick’s “Not Like Us.” Classic narc behavior. Last week, Drake announced his ninth studio album,
<em>
Iceman
</em>
, which is set for release on May 15th. His career and legacy are riding on it.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
The rollout has already begun. Drake used 3,500 blocks of ice to turn a parking lot in Toronto into a giant promo display, with streamers wielding ice picks looking for clues. It’s already been parodied by Chiquita, Chipotle, Coors Light, and the New York Giants. Music videos have been shot, and a recent shirtless selfie has fans debating the merits of his abs and whether they were, in fact, achieved the old-fashioned way. Did he get Botox? I cannot be sure! Brain-dead streamer Akademiks is losing his fucking mind, his public simping reaching new heights. But overall, the excitement and anticipation online feel measured. No one, except certain streamers on the Stake payroll, is willing to jump off the bridge first.
</span>
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:18px">
</p>
<p style="margin:0;font-size:15px;mso-line-height-alt:22.5px">
<span style="word-break: break-word; font-size: 15px;">
The key to this album succeeding, besides having actual slaps, is ignoring the beef and its aftermath completely. Our memories and attention spans are so short. That moment, which dragged on for much longer than it should have, feels like an eternity ago. If Drake moves on and the music is great, then the world will too. Even if it’s simply good, and doesn’t sound like “Nokia,” I’m convinced listeners will welcome Aubrey back into the spotlight with a warm hug. The world is a better place when Drake is popular.
</span>
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3 weeks ago - email@newsletter.gq.com
Can Drake’s 'Iceman' Change the Conversation?
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