Malick Ba

Scorpion: Drake’s Annoying Marketing

July 3, 2018

It’s been about a month since Drake took a blow to his image so I’d love to regroup quickly on that.  So where is he at now? Well in case you’ve been living under a rock his latest album titled Scorpion debuted over this past weekend and to no surprise I can safely say most of his fanbase has forgotten about the situation with Pusha T – which is great news for his reputation but the album release on Spotify turn a turn that some users can’t get down with.

One of the things that I had a problem with was the fact that the album was 25 songs long. I know what you’re thinking: “25 songs of Drake fire? Why are you not cool with that”? Well, I mean 25 songs of anything in a row in my opinion is too long for me to listen fully through but it has more to do with boosting Spotify plays. The metric of success for any album is # of plays, so if your album is 25 songs long and you’re drake – you’re probably getting double the amount of plays as any regular album. For me, this is nothing more than a marketing ploy – leaving consumers with a ton of filler songs that shouldn’t have even made the cut (respectfully).

Another big issue people have had with it’s release was that Drake worked with Spotify on a take over the premium streaming service’s which left a bad taste with many users. This might be due to the fact that their accounts were spammed with Drake advertising all over their feeds on their ad-free accounts. This is one of the first time’s that this sort of promotional takeover has been executed on the Spotify platform and while Drake fans are probably pumped, those who aren’t huge on the Toronto native were begging for a refund. Scorpion SZN was placed in full effect on the platform ranging from having ads placed on playlists that have absolutely nothing to do with Drake.

Definitely get that this could be kind of annoying. For years consumers have been telling us that they don’t want to see ads that don’t have anything to do with their lifestyle – which is why targeting on digital platforms especially is becoming such a necessary tool for marketers. Anyone remember when U2’s album just magically showed up on people’s Apple Music a couple of years ago? Is this the same thing? Kind of? The album took people’s minds off of the beef that he had with Pusha T, but from what I’ve gathered it hasn’t been as earth shattering as Drake expects every one of his albums to be. With a standard marketing strategy and an annoying Spotify execution, I think people were a bit less thrilled with the outcome than we had hoped.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

You Might Also Like

No Comments

Let us know what you think!