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  • Drake reps Gen Y with emotional complexity
  • Drake reps Gen Y with emotional complexity
    Drake (2015) ©
CASE STUDY

Drake: making vulnerability cool

For decades, rappers had to seem tough to maintain respect. But Drake, one of today’s most influential pop icons, is the antithesis of macho, connecting with fans through emotional openness and providing younger generations with a figure whose identity is as multifaceted as their own.

Location Global

Scope
Ten years ago, Drake would have been nobody’s first pick for a hip hop superstar. Gawky, Canadian, with a penchant for being too extra, he possesses none of his predecessors’ street cred. Instead, he serves up sensitive, aspirational verses that take heartbreak, depression, and self-alienation as rap-worthy subject matters.

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