"It was kinda getting tough to go, 'Hey, I'm dropping a mixtape, but it's for sale on iTunes,'" he said. He has a habit of labouring long over albums as statements, letting projects such as mixtapes fill gaps – including If You're Reading This It's Too Late, which, unlike traditional rap mixtapes, came with a price tag.
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And it's anchored by Fake Love, one of three songs from the project released last fall and already a certified hit: Just last week it had 16,600 download sales and eight million on-demand streams, according to Nielsen Music.ĭrake said in a February interview that he's calling More Life a playlist because it will emulate his Beats1 show and all the excitement of hearing new music live on the air – but also because the old definitions of albums and free mixtapes didn't make sense to him any more. It's officially presented by the October Firm, the team of Drake and his co-manager Oliver El-Khatib, the project's executive producer. The playlist is slated for release this Saturday, likely during Drake's OVO Sound Radio show on Apple Music's Beats1 station. Depending on how it's received by consumers and media-measurement moguls, Drake could be the latest in a growing cabal of pop artists shaking up the very definition of an album. It's a playlist with the spirit of a mixtape marketed like an album. But with five months of promotion behind it, More Life is unprecedented. Playlists have become the dominant listening model of the medium: some made by users, many curated by labels, artists or the services themselves.
The successes of services such as Spotify and Apple Music prove that more than 70 million people worldwide will pay for on-demand streaming. It's not an album, but a playlist: an opportunity to release music without the constraints or expectations of a traditional record, but with the business savvy to give it potential for the same impact. This philosophy is what Drake's latest project – More Life – is built upon. Not measuring it as a tally of moments, but by their collective weight, each decision enriched by experience. If your vantage is atop the hemisphere's tallest free-standing structure – like Drake's – and you've established yourself as the most-heard artist in the world – like Drake – what comes next?
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