Canadian rapper Drake (born Aubrey Drake Graham) is singlehandedly changing the media channels of distribution priorities by which a major destination, Toronto, promotes itself. And in doing so, one study says, he has become responsible for generating about $440 million of the city’s $8.8 billion in annual tourism revenues.
The Toronto-born Drake, who is also a singer, songwriter, record producer, actor, and entrepreneur, initially gained recognition as an actor on the teen drama television series “Degrassi: The Next Generation” in the early 2000s.
His growing audience and popularity has reached the point that, last year, his “More Life” album generated more than a billion streams in a month—from within the United States alone.
In a recent Vice News report, marketing and branding consultant Gordon Hendren said that Drake’s influence is responsible for about 5 percent of the Toronto’s $8.8 billion total annual tourism income. This translates into some $440 million coming into the city, due to the way he serves as a representative for the city, its Toronto Raptors NBA team and various restaurants and clubs around the city.
Said Hendren: “He’s helped to rebrand the city … He’s kind of made himself the same as Toronto.”
For more, click on the link to this Billboard video news report on the subject: https://www.billboard.com/articles/columns/hip-hop/8464298/drake-5-percent-toronto-tourism-economy-expert