Drake Buried His Album Announcement in Ice
The 12-foot pyramid turned a release date into a timed spectacle, and Toronto showed up to watch information thaw.
Drake announced his next album by freezing the title in a 12-foot pyramid of ice and dropping it in the middle of Toronto's Distillery District on Tuesday night. No caption, no press release, just coordinates posted to his Instagram story at 11:47 PM. By midnight, hundreds of people had shown up with phones out, filming the slow melt under portable lights someone dragged over from a nearby film shoot.
The album title — still partially frozen as of Thursday morning — has sparked a secondary trend: people trying to guess the letters before the ice finishes melting. Some are enhancing photos, some are cross-referencing previous Drake lyrics, some are just standing there with thermoses of coffee, waiting it out. The pyramid itself has become the content, with every new angle and theory circulating faster than the melt.
The pyramid itself has become the content, with every new angle and theory circulating faster than the melt.
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One editorial. Three minutes. The cultural move, and the Curreo move it suggests.