Even if you can only name a handful of rappers, Drake is probably one of them. Not so many years ago, he was among the planet’s biggest celebrities, named in the same breath as Taylor Swift and Beyoncé and breaking chart records set by the Beatles. Many of his dozens of hit singles – Work, One Dance, Hotline Bling and God’s Plan – were ubiquitous, among the last truly crossover radio hits.
Drake is still landing chart spots (if not critical acclaim), but now it’s his foray into the “creator economy” that’s raising eyebrows – shilling for a crypto casino, fraternising with manosphere influencers and, just last weekend, live-streaming dates with OnlyFans models. So what’s this all about? Is Toronto’s once-golden boy having a midlife crisis – or is it a media-savvy pivot? Here’s how Drake got caught up in the “creator economy”.
